Becoming the Antithesis of Apple’s Marketing Strategy Scaled Ladder

Becoming the Antithesis of Apple’s Marketing Strategy Scaled Ladder

Jon BrodyJon Brody

July 15, 2021

Everybody loves trend buckers. It’s human nature to laud those we feel are visionaries. It can also be foolish. Take this oft-repeated Steve Jobs statement, for example: “People don’t know what they want until you show it to them.”

Entrepreneurs love to recite this mantra when asked to consider market data. Who cares what the public says? Gut feeling tells them otherwise, and they jump aboard the Jobs cargo cult train without a second thought.

Jobs was fired for his “my way or the highway” attitude, but eager founders ignore that. It’s a turnoff, just like the $2,500 Mac and a host of other forgettable unveilings.

Sure, Apple was worth $100 billion by the time the iPhone launched, but it’s worth nearly $700 billion now because other companies build and sell software through the App Store.

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