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Steve Jobs is one of the remarkable figures in the history of marketing. He was a person of vision and action who managed to make Apple one of the leading companies in the world. More importantly, he created revolutionary things that changed the way producers and consumers saw products. It is possible to consider some features of the marketing genius to unveil some secrets of the world of marketing.
One of the most striking features of Steve Jobs was his focus on high-end standards. This is something he shared with Akio Morita, a co-founder of Sony. Both Morita and Jobs focused on high-quality of every detail and component of their products (“Being Steve Jobs’ Boss” par. 9). Both men also shared respect for beautiful things. This was not the case with IBM or Microsoft.
Another important characteristic feature was Jobs’ focus on the end-user. John Sculley shared this view, which enabled him to make Pepsi outsell Coke. Coke was regarded as the preferred soft drink, and, according to research, people were even shy to reveal that they had Pepsi (“Being Steve Jobs’ Boss” par. 21). Sculley addressed Pepsi’s challenge by focusing on people’s lifestyles rather than the product’s properties (taste, for example). The marketing message was as follows: drinking Pepsi was a treat for living life to the fullest. This made Pepsi more popular than Coke.
However, one of the reasons why Apple and its products have become so revolutionary and, hence, so popular was the use of Jobs’ methodology. Jobs’ methodology was based on one principle: “the most important decisions you make are not the things you do, but the things you decide not to do” (“Being Steve Jobs’ Boss” par. 4). The product must have no insignificant or unnecessary details, which makes it beautiful. At that, the customer’s needs shape the concept of beauty. In other words, the product should be as user-friendly as possible.
This methodology can and should be used in many industries. Many companies can benefit from using it. Moreover, many companies are trying to apply it. For example, the automatic transmission can be regarded as an example of the use of Jobs’ methodology. The automatic transmission makes the driving experience easier and more enjoyable. People do not need to do complicated tasks (like switching gears). They do not even think about the process. Toyota also produces cars with automatic transmission. More so, Toyota’s cars are beautiful as their design is beautiful and every detail is well-thought. The methodology also implies the concept of the product marketing company. This means that the company should focus on the product or rather its value, not the company itself.
Finally, Jobs’ feature that allowed him to make a huge difference is his entrepreneurial talent. He, as well as Edwin Land, did not invent products but discovered them. They did not invent the cell phone or the camera, but they knew what the customer valued most in those products. They managed to give people what they needed and what they wanted.
In conclusion, it is possible to note that Steve Jobs is one of those who changed the world of marketing. His minimalism and the focus on the user resulted in the creation of such devices like iPod. Jobs believed that the product must be beautiful, and any user should be able to use it to the fullest. Many companies should employ these concepts to become successful or even a leader in its industry.
Works Cited
“Being Steve Jobs’ Boss.” Bloomberg. 2010. Web.
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