On Wednesday, January 27th, Apple will hold a not so top-secret event to share with everyone or rather unveil to everyone yet one more product in their product line up that will be a show-stopper, game-changer and all around marvel to the tech world. Or at least that is what the buzz and rumors are all about.
Personally, I’m fascinated at the machine that is Apple. Love them or hate them, I don’t think we have the luxury of ignoring them. Having said that, in the article “The Science Behind Apple’s Magic”, Chris Morrison takes us through several articles from “How to Innovate Like Apple” to “Four Principles of Apple’s Successes (and Failures)” to “Insanely Great Marketing”. Chris even takes us beyond the tech field in “The Apples of Other Industries” where we get exposure to even more great companies making a difference and creating their own Magic.
Principle One: Don’t Follow Your Customers; Lead Them
Apple’s design process differs from that of most other companies. Traditional design research relies heavily on focus groups and customer feedback about existing products. Apple tends to place less emphasis on evidence than on intuition, under the theory that consumers can’t tell you they want a product or function if they can’t yet envision it. Instead, they need to be shown a superior alternative. Apple sees itself as being in business to create those revolutionary alternatives.
1. A Clear Sense of the Customer
Apple has positioned itself as the tech provider for the creative class, so it often injects a dose of avant-garde savvy into its advertising. The iPod’s boldly colored ads, for example, could have doubled as art school projects (or acid trips). Other spots simply articulate and emphasize the investment Apple has put into its design “language” — the engineering and styling that make its products so instantly recognizable. In almost every instance, Apple strives to appeal to anyone who lives (or aspires to live) a more creative life, and the results flatter both Apple’s products and the people who use them.
I love that last sentence, “…Apple strives to appeal to anyone who lives (or aspires to live) a more creative life…”
What does your company strive to deliver? Does it appeal to your customer? Really? Do you have a clear sense of your customer?
This post was written by Michelle R. Gardner on January 25, 2010