Why (Steve Jobs’) Apple (was) #1

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Why Apple is #1?

Simply because Apple (Steve Jobs) is the most innovative (not inventive, not creative) company of the past 15 years.
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Apple didn’t create the first MP3 player, the first smartphone, or the first tablet. And yet they, along with rival technology companies like Google, Blackberry and Microsoft have access to the same materials, the same bright minds, and the same funding. Nothing distinguished them structurally from other companies, so what’s the difference?
Why are more people buying iPods instead of Zunes, iPhones instead of Nokias, iPads instead of Samsung Galaxys?
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This post isn’t just to rah-rah about Job’s marketing prowess. At Apple, they think, act, and communicate differently. Marketing is at the “core” of the company, i.e. the customer occupies center stage. Don’t think of Apple as having a single “marketing department” that controls all its advertising and design, rather, the whole company connected to its customers, are the marketing department.
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The iMac’s biggest selling point was how easy it was to get onto the internet. Just plug in your phone line and go. That feature alone made it very enticing to new internet users.
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With iTunes, Apple had completely reinvented the way we looked at music files. Suddenly, we could download just the songs we wanted, and we did not need to go and get/order CDs (and place them on a shelf).
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So the takeaway lesson to remember from Apple Mac’s sudden surge in popularity is to discover what people really want (and not what you, in your office, think they want) and determine if they’d be willing to change and experience your idea in order to get that want fulfilled.
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