A Quote by John Gruber
Here's how Apple does marketing in a nutshell: Make a great product, then let people know about it. That's it. Neither aspect of that is easy, but the important thing is it has to happen in that order. It all starts with a great product.
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I don't think Steve Jobs nauseated people when talking about how great Apple stuff was. The reason why he didn't nauseate people is because it was true. The start of all great marketing is to have a great product.
I have my own theory about why decline happens at companies like IBM or Microsoft. The company does a great job, innovates and becomes a monopoly or close to it in some field, and then the quality of the product becomes less important. The company starts valuing the great salesmen, because they’re the ones who can move the needle on revenues, not the product engineers and designers. So the salespeople end up running the company.
A great product will survive all abuse. Google Glass is a great product. How do I know? Every person I put it on (I did it dozens of times at 500 Startups yesterday) smiles. No other product has done that since the iPod.
Now we understand that the most important thing we do is market the product. We've come around to saying that Nike is a marketing-oriented company, and the product is our most important marketing tool.
Competition is a great thing and critically important in any industry. I respect the companies that build their brand through innovation/great product, packaging, sharp marketing and clever ideas.
To me, a great company starts with a great product and ends with a great product.
Apple has beautiful design, beautiful product, incredibly functional. But mostly, it's about picking product, getting behind it, marketing it, and introducing it to a customer. What they've done just inspires me.
To the designer, great design is beautiful design. A significant amount of effort must be placed into making the product attractive. To the client, great design is effective. It must bring in customers and meet the goals put forth to the designer in the original brief. To the user, great design is functional. It’s easy to read, easy to use and easy to get out of it what was promised Truly great design, then, is when these three perspectives are considered and implemented equally to create a final product that is beautiful, effective and functional.
Most businesses think that product is the most important thing, but without great leadership, mission and a team that deliver results at a high level, even the best product won't make a company successful.
It's the disease of thinking that a having a great idea is really 90% of the work. And if you just tell people, 'here's this great idea,' then of course they can go off and make it happen. The problem with that is that there's a tremendous amount of craftsmanship between a having a great idea and having a great product.
I'm looking for best practices constantly. Apple has beautiful design, beautiful product, incredibly functional. But mostly it's about picking product, getting behind it, marketing it and introducing it to a customer. What they've done just inspires me.
If you think of the product as a service, then the separate parts make no sense - the point of a product is to offer great experiences to its owner, which means that it offers a service. And that experience, that service, comprises the totality of its parts: The whole is indeed made up of all of the parts. The real value of a product consists of far more than the product's components.
Marketing implies that you want a public to relate to your product - if it's a product - in a way that makes them want to use it. That is only good or evil in relationship to what the product actually does.
I think, when I see entrepreneurs, they tend to talk about the market and the industry - which is obviously very important, but the most important thing is you're product. What are you selling? And does it really have product-market fit?
The only reason I was able to accomplish things is the great people willing to work with me. A company is a group of people organized to create a product or service, and that product or service is only as good as the people in the company - and how excited they are about creating it. I do want to recognize a ton of super-talented people. Without them, I would have accomplished very little. I just happen to be the face of the companies.
I've been told I miss every pass made at me! It would be wonderful to have a partner, but in my mind, it has to be like making a product. The product has to be meaningful, impact people - it has to be a great product.
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