“Just creating new products will not be enough. The brand image of the company will also have to be strengthened. Apple’s identity has weakened. It is necessary to bring it back. For this we need to take inspiration from Nike, which is one of the best marketing companies in the world…” this thing Steve Jobs said during a townhall meeting with employees following his dramatic return to Apple in 1997. At that time the company was on the verge of bankruptcy.
Steve Jobs explained to employees that marketing The meaning is not to tell the features or specifications, but to tell the thinking and values of the company. He said that the world is full of noise, so no company can make people remember many things. In such a situation, it is important that people remember a clear and strong message about you.
What did Steve Jobs say to Apple employees?
- Steve Jobs clearly told employees that Apple needs to stop telling how fast its computers are or why they are better than Windows.
- Giving the example of Nike, Jobs said that it sells shoes, which is a common product, but its advertisements show the spirit of the players and the game, not the product. For this reason, people consider Nike not just a shoe company but a symbol of passion and achievement.
- Jobs said that Apple should also make people realize that it is not just a computer manufacturing company, but is for those who dream of changing the world.
- Describing the real identity of Apple, Jobs said that the company believes in people who have passion and who want to make the world a better place. This thinking later became the foundation of Apple’s famous ‘Think Different’ campaign.
- Jobs believed that creativity and thinking were more important than technical strength.
FAQ
Was Nike also influenced by Jobs’s thinking?
Interestingly, Nike was also influenced by Jobs’s thinking. When Mark Parker became CEO of Nike in 2006, he called Jobs for advice. Jobs clearly told them that the company makes great products, but also makes many useless things, so they should remove the weak products and focus only on the good ones. Parker later admitted that this advice proved very useful for Nike.
How did Steve Jobs plan to save Apple after his return in 1997?
As soon as he returned to the company in 1997, Jobs said that the first thing to be done was to fix the brand’s image, not the product. He believed that people were forgetting Apple, so it was necessary to rebuild the identity.
What was Jobs’ biggest lesson on marketing?
Jobs said that marketing is not a name for describing features, it is a way to connect with values and emotions. The world is full of noise, so it is important to deliver a clear message to make a place in people’s minds.
Why did Jobs refuse to talk technical things?
Jobs said that common people do not remember things like processor, speed, memory. If you want to make your brand memorable, tell the story and purpose, not the specifications.
Why did Jobs choose Nike for inspiration?
According to Jobs, Nike sells shoes, which is a simple thing, but its marketing connects people with players and passion. Nike tells the story of its athletes, not its product. This is his strength.
What was Jobs’ real thinking about Apple?
Jobs said that Apple is not just a computer manufacturing company, but for people who have a passion to change the world. This thinking later became an identity like ‘Think Different’.
What advice did Jobs give to the CEO of Nike?
When Mark Parker became CEO, he took advice from Jobs. Jobs said, “You make great products and also make very bad ones. Remove the bad stuff and focus on the good.” This editing proved to be a game-changer for Nike.
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