A 5m masterclass on marketing
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Nice theory, nice speech by Steve Jobs. But I’m not sure that the theory has been successfully translated into practice, in that even when the “Think Different” campaign was in full swing, I did not think of Apple as a brand that honors or enables people who make a difference, but rather just a brand with products that i personally like to use. :man-shrugging:
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Nice theory, nice speech by Steve Jobs. But I’m not sure that the theory has been successfully translated into practice, in that even when the “Think Different” campaign was in full swing, I did not think of Apple as a brand that honors or enables people who make a difference, but rather just a brand with products that i personally like to use. :man-shrugging:
@Axtremus said in A 5m masterclass on marketing:
Nice theory, nice speech by Steve Jobs. But I’m not sure that the theory has been successfully translated into practice, in that even when the “Think Different” campaign was in full swing, I did not think of Apple as a brand that honors or enables people who make a difference, but rather just a brand with products that i personally like to use. :man-shrugging:
It's not at all shocking to me that you missed the human element of Jobs' message.
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He's an excellent speaker, and obviously he has been very successful with his approach. But his biggest success, the iPhone, was successful due to other factors. It was a success because it had a revolutionary way to use a phone and because it was extensible via the app store. The Apple brand may have played a role, too, but if Nokia had released something like the iPhone back then, they would have been just as successful with it. Macs, on the other hand - which is what the speech was about - are still a kind of niche product today. Popular among academics and nerds like me, but rarely ever used within companies as workplace products.
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He's an excellent speaker, and obviously he has been very successful with his approach. But his biggest success, the iPhone, was successful due to other factors. It was a success because it had a revolutionary way to use a phone and because it was extensible via the app store. The Apple brand may have played a role, too, but if Nokia had released something like the iPhone back then, they would have been just as successful with it. Macs, on the other hand - which is what the speech was about - are still a kind of niche product today. Popular among academics and nerds like me, but rarely ever used within companies as workplace products.
@Klaus said in A 5m masterclass on marketing:
He's an excellent speaker, and obviously he has been very successful with his approach.
The "Steve Jobs reality distortion field" was a real thing. He could sing the praises of a #2 pencil, convincing you that it was the greatest pencil you had ever seen, that it was unlike any other pencil in the world, and that he could charge you $10 for it.
@Klaus said in A 5m masterclass on marketing:
Macs...are still kind of a niche product today.
They've always been a minority, but to call them "niche" is an overstatement. One source finds that Macs are 23% of enterprise users, and, as you said, academes and nerds are probably higher.
In the US 15% of all PCs shipped in computers shipped were Macs in the 2nd quarter of 2022.
Smaller? Sure.
Niche? Nah.
"Now look here, you Baltic gas passer... " - Mik, 6/14/08
The saying, "Lite is just one damn thing after another," is a gross understatement. The damn things overlap.
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@Klaus said in A 5m masterclass on marketing:
He's an excellent speaker, and obviously he has been very successful with his approach.
The "Steve Jobs reality distortion field" was a real thing. He could sing the praises of a #2 pencil, convincing you that it was the greatest pencil you had ever seen, that it was unlike any other pencil in the world, and that he could charge you $10 for it.
@Klaus said in A 5m masterclass on marketing:
Macs...are still kind of a niche product today.
They've always been a minority, but to call them "niche" is an overstatement. One source finds that Macs are 23% of enterprise users, and, as you said, academes and nerds are probably higher.
In the US 15% of all PCs shipped in computers shipped were Macs in the 2nd quarter of 2022.
Smaller? Sure.
Niche? Nah.
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He's an excellent speaker, and obviously he has been very successful with his approach. But his biggest success, the iPhone, was successful due to other factors. It was a success because it had a revolutionary way to use a phone and because it was extensible via the app store. The Apple brand may have played a role, too, but if Nokia had released something like the iPhone back then, they would have been just as successful with it. Macs, on the other hand - which is what the speech was about - are still a kind of niche product today. Popular among academics and nerds like me, but rarely ever used within companies as workplace products.
@Klaus said in A 5m masterclass on marketing:
Macs, on the other hand - which is what the speech was about - are still a kind of niche product today. Popular among academics and nerds like me, but rarely ever used within companies as workplace products.
Uh, no. That's industry specific. In mine, Macs have always been and continue to be the standard workplace products. Many times they're required.
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Would 'cult' be more acceptable than 'niche'?
Because from what I've seen there's a bunch of 'em working in the Apple store.
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Would 'cult' be more acceptable than 'niche'?
Because from what I've seen there's a bunch of 'em working in the Apple store.
@Doctor-Phibes said in A 5m masterclass on marketing:
Would 'cult' be more acceptable than 'niche'?
Don't make me post that Ballmer "Developers!" video, birthday boy.
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@Doctor-Phibes said in A 5m masterclass on marketing:
Would 'cult' be more acceptable than 'niche'?
Don't make me post that Ballmer "Developers!" video, birthday boy.
@George-K said in A 5m masterclass on marketing:
@Doctor-Phibes said in A 5m masterclass on marketing:
Would 'cult' be more acceptable than 'niche'?
Don't make me post that Ballmer "Developers!" video, birthday boy.
Which one? There are a few.
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@George-K said in A 5m masterclass on marketing:
@Doctor-Phibes said in A 5m masterclass on marketing:
Would 'cult' be more acceptable than 'niche'?
Don't make me post that Ballmer "Developers!" video, birthday boy.
Which one? There are a few.
@Aqua-Letifer said in A 5m masterclass on marketing:
Which one? There are a few.
The "Monkey Dance" is probably the best.
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@mark said in A 5m masterclass on marketing:
lol
Platform wars. Making a comeback?
Apple won the war. By a lot.
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@mark said in A 5m masterclass on marketing:
lol
Platform wars. Making a comeback?
Apple won the war. By a lot.
@Doctor-Phibes ok. lol
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The "think different" ad was ruined for me once someone (probably on TNCR 15 years ago) pointed out that it should be "think differently".
@89th said in A 5m masterclass on marketing:
The "think different" ad was ruined for me once someone (probably on TNCR 15 years ago) pointed out that it should be "think differently".
There was a lot of discussion about this back in the day.
The point that Jobs was making not that you should think in an unexpected way - "differently," but that you should think of things that are unexpected - "different."
It's like saying "Think blue." And an image of something blue pops into your head. Jobs was stressing the importance of thinking of the unexpected, whatever it might be.
Craig Tanimoto is also credited with opting for "Think different" rather than "Think differently," which was considered but rejected by Lee Clow. Jobs insisted that he wanted "different" to be used as a noun, as in "think victory" or "think beauty". He specifically said that "think differently" wouldn't have the same meaning to him. He wanted to make it sound colloquial, like the phrase "think big".
Perhaps "bigly" would have worked....
