Jobs--The 4 marketing words of the planet's strongest marketing coach

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January 24, 1984, Apple released its milestone product to the World Macintosh. 30 years from now. The recent 2013-read books on jobs and Apple have made a double observation, forming this article and paying tribute to the master.

Who is the most cattle marketing guru on our planet?

I want to say that jobs, you might disagree, would mention other people like Kotler Gillard trout David. I don't know, everyone may have their own answers.

But if you ask, who is the best marketing coach on the planet?

I think Steve Jobs shouldn't have much of a problem. He spent his life in marketing practice, and with a strong enough penetrating case-Apple, explained the essence of marketing.

After all, Apple's business success and influence were fleeting in his lifetime.

In my perception, there is a significant difference between coaching and theoreticians. Coaching is more in the real world, in a way that teaches you to understand, to improve, to renew your knowledge, to acquire your skills.

If "There is no marketing practice" as a criterion, said jobs must be higher than other masters, there seems to be a lack of objective basis. After all, like Trout, Kotler, have served many well-known world's top 500 enterprises, the Austrian Granville is one of the few, can span the advertising circle for the world wide attention to the unprecedented.

So what's the obvious difference between Steve Jobs and them?

I have a superficial understanding of the following two articles:

First, before jobs, products are products, marketing is marketing, marketing is not understood as the relentless pursuit of sales performance, such as Gillard, not advertising, such as Ogilvy, or a discipline itself, such as Kotler.

Steve Jobs is the only "Super-class" master, this "Super-class" is reflected in he is said "one" rather than "more", he is the overall, the whole, rather than fragmented, subdivided to see and practice marketing.

Jobs was also the only one to combine "product", "marketing" and "business model" with a single stove. This is the return of the whole Oriental thought.

This combination of thinking, with a trans-era forward-looking, jobs, marketing and product, business model is increasingly inseparable, no need to divide. This insight has profoundly influenced today's technology and business world, and revolutionized a generation's perception of marketing.

Second, still go back to "practice" this point, the real great man, in my opinion is a "lifelong practice" of the people, jobs all his life to pick up products do not give up, not a day to say I do a research, or simply write a bestseller.

Although, I suspect, if in the last days of his life, if he could write a book such as "Jobs: my marketing experience," it would probably be able to do all the best sellers overnight.

In China, Shi Yuzhu wrote "My Marketing Experience", the first half of 2013 of the book, today looks like a very distant thing. He retired, at this stage, practice began to be drawn out of the formation of theory, although, is still a very high value of experience, but the experiences and existing in the present fresh, after all, there is distance.

This is unthinkable in jobs because he does not "update" his practice all the time, so it may be better to spend a few days in "the moment" with it than 10 books he has read about him today.

That's what I understand, Jobs himself said: "I'm willing to use all my technology in exchange for an afternoon with Socrates."

It is very difficult to write a great man, and because of that, I can only write a few of the marketing "whispers" that I see in my eyes based on a simple personal understanding:

1. Motivation

Mr Jobs used to comment on the reasons for the weak market in the Microsoft Zune: "As I grow older, I understand the importance of motivation." Zune is a flop because people in Microsoft don't love music and art like we do. We won because we loved music from the bottom of our hearts. We make ipods for ourselves. When you do something for yourself, for a good friend or family, you don't give up easily. But if you do not love it, then you will not go one step more, do not want to work overtime on weekends, will only be complacent. ”

The purpose of quoting this statement is not to strengthen the motivational component of this article, but to say such a marketing observation: in the company I have seen there seems to be a common mistake, that is, in describing their core values, most of the "motivation" unconsciously, unconsciously replaced the enterprise "goal."

How to sum up Steve Jobs ' life and Apple's core values is basically a motive: "Create for the creator." ”

The goal comes from the "mind" and the motivation comes from the "heart," which is the difference.

Very close to the word is "beginner". Whether "motivated" or "beginner", it's your core values, the objects you're going to strengthen, implant, all the sources of marketing.

2. Intuition

Mr Jobs was adept at using intuition, which was the distinguishing feature of jobs. What does that say?

On page 44th of Mr Isaacson's Steve Jobs story, Mr. Jobs said: "The culture shock I felt when I returned to the United States was stronger than I felt when I went to India." People in the Indian countryside are different from us, we use thinking, and they use intuition, and their intuition is much more developed than those in other parts of the world. Intuition is very powerful, it seems to me more powerful than thinking. Intuition has a great effect on my work. ”

"Western rational thinking is not inherent to human beings, but through learning, it is a great achievement of Western civilization." In the villages of India, people never learn to think rationally, they learn other things, and in some ways are as valuable as rational thinking, which is the power of intuition and experience and wisdom. ”

"Intuition" is a very important "secret word" for jobs, and if this is ruled out, his understanding is going to be distorted and not significantly different from other tech leaders. Many of Mr. Jobs's marketing achievements should be attributed to his intuition.

From another book, Kensigger's "Crazy simplicity," we were able to see a lot of details about jobs dealing with specific marketing issues in the first sight of Apple's Queen's advertising company, Li Dai.

For example, the 45th page of this paragraph: "Apple wants the final broadcast of the ads highlighted human nature, Intel needs ads are cold, full of convincing scientific evidence."

“...... Let's not look back at Intel's ads over the past 15 years. Intel has accumulated experience and succeeded in creating some ' good moments ', such as the "Tomorrow Patron" (sponsors of Tomorrow) campaign, created by Vinabresberg, the Queen's advertising company, Venables Bell. But in most cases, the efficiency of Intel launches an embarrassing or mundane activity. ”

"At the same time, Apple won a number of awards, every campaign was quite successful, not only that, before the advertising, Apple did not waste a cent on data research." ”

As a marketing partner for many years, Mr. Siegel's eyes were "no matter how Big Apple grows, he will never make room for numbers in his head." He will digest the collected data as soon as possible, but in the end he will make decisions based on his own judgment, just like other good leaders. In this way, things will be simpler. ”

Not relying on research, relying on intuition, doesn't mean Apple succeeds every time, but if you look at it from a longer span, the ratio of successful marketing is far greater than the failure, not to mention the valuable money that can be saved.

Now, we have no evidence that jobs relied on data or relied on it. But we have a lot of evidence that jobs values intuition, and that he won't be able to bury himself in vast volumes of information, charts and data like many managers, and that his ways are different.

"You asked me where the intuition of the product came from?" It ultimately depends on your taste. You should familiarize yourself with the good results of human beings in various fields and try to integrate them into what you are doing. Picasso once said, ' A bad workman copied, a skilled thief ', I never felt that the use of other good ideas shameful. ”

"I think the reason for the Macintosh's success is that the creators are musicians, poets and artists, zoologist and even historians, who are also the world's best computer scientists, and that's why we're so good." ...... Each contributed their own expertise, the Macintosh so absorbed in various areas of good results, otherwise he is likely to be a very narrow product. ”

--Jobs ' lost interview.

The data, and the meaning of other disciplines, ultimately return to whether it helps to accumulate intuition, a more "introspective", from the inside Out, a unique "oriental charm" of jobs.

3, Concise

In fact, in the vision of Kensigger, the author of "Crazy Simplicity," he almost used only one word-simplicity. Summed up all of Steve Jobs ' secret of success.

The ultimate pursuit of simplicity is reflected in all aspects of jobs and apple, such as:

In the way of work, specific to the meeting this matter: We often go to open a number of "overpopulation" of the meeting, the scene messy, lengthy, serious digress, more people conceal the boss hope "foolproof" guilty. Jobs, by contrast, have always believed in the value of "elite small teams".

"Participants need to have the reason to attend, there is no so-called ' face invitation '." The meeting either needs you badly or doesn't need you at all. ...... He expected everyone at the meeting to be a vital player, and he convened a conference that did not welcome the audience. ”

--"Crazy simplicity" P25

In the enterprise positioning: Faced with a precarious financial situation and a myriad of product lines when it comes back to Apple, jobs used an extremely simple chart to give a clear answer to what Apple would do, simply: "Laptops, and desktops, that serve ordinary users and professionals." "is the most compelling way to streamline production lines in the history of science and technology.

On the product: Apple's simplicity is the most talked about, the iphone's one-button design is enough to explain everything. "No doubt, ' 1 ' is the simplest figure that human beings create. It is so simple that even children can easily master it. The farther away you are from ' 1 ', the more complex things become. "Kensigger is like saying in another language," Tao one or One born, two or two born, three or three born of all things. "Chinese wisdom.

In the name of the product: "In some companies, you will see the name of the IPhone." In other businesses, you'll see the name of a ' Casio g ' zonecommando ' or ' Sony dvpsr200p/b '. ”

--"Crazy simplicity" P131

Mr Jobs's principles of simplicity, from product to marketing, from physical stores to personal speeches.

By the way, referring to the speech, I was reminded of the "Steve Jobs ' Magic Speech" published by Citic Press, which contained a lot of precious, jobs ' speeches, and we could not get a sense of the simplicity of Mr. Jobs's speech from the bottom of the jobs speech, the text and the PPT:

"Excerpts from Steve Jobs ' keynote speech at the 2008 Macworld Conference. ”

The exact words of Jobs ' speech:

"I'd like to take a moment to review it for 2007 years." 2007 was a special year for Apple, and we've got more incredible new products: Amazing imac computers, great new ipod players, and, of course, a revolutionary iphone. In addition, the Apple operating system "Snow Leopard" and other excellent software was successfully released in 2007. ”

-Jobs ' slides:

2007

The exact words of Jobs ' speech:

"The past year has been an extraordinary year for Apple, and I would like to take this opportunity to thank you," he said. We have been the vast number of customers of the separation of support, we really really appreciate. 2007 Apple is very unusual, thank you. Thank you! "

-Jobs ' slides:

Thank you!

The exact words of Jobs ' speech:

"Today I have 4 things I want to talk to you about, so let's get started." The first one is the "Snow Leopard" operating system. ”

-Jobs ' slides:

1

The exact words of Jobs ' speech:

"I am very excited to report to you that in the first few 90 days, we have delivered more than 5 million" Snow Leopard "operating system. This is unbelievable, and this is the best we've achieved since we put the Mac OS X operating system into the market. ”

-Jobs ' magic light film content:

5 million "Snow Leopard" operating system delivered in the first 3 months

4 pages, 27 characters, not a word of nonsense, cherish the words such as gold ppt and extremely concise expression!

4. Treason

Some people may ask, you say four jobs marketing secret words, do not have one to "innovation" or "do not think" what?

I'm sorry, I think the expression "innovation" doesn't seem to be "rebellious" enough to be close to nature.

There were some interesting clips in jobs ' life, such as the first time he had a "communication tool" with someone else, and he immediately thought of calling the pope for a joke, and he liked the "hip-hop" style and the "Pirate Spirit", which was criticized for taking up handicapped parking spaces.

This bizarre move is a natural suspicion or contempt for his mainstream values, and he does not believe that he should be subject to any secular rules, and that this rebellious personality is more of a source of innovation than he would like to make.

If not the mainstream, the conventional status of suspicion, dissatisfaction, there is a "deep" in the "Restless points", and how to innovate? Treason does not mean "malicious", even a straightforward naïve, from this point of view, Jobs's loveliness and childlike, in many cases is not known, people say.

However, a lot of excellent marketers, there are rebellious, publicity personality, this attribute in the non-marketing type of post performance is not very prominent. The problem is that treason is not a kind of "knowledge", can not be acquired through learning, if you love marketing but not "rebel", this How to do?

My answer is another word-"containment".

Entrepreneurs like to look for similar values, there is a tacit understanding of the team, this is human nature, but this approach is easily natural rejection of those who look aggressive, not easy to get along with people, aggressive "rebel"; in them, not always, but more likely to contain a huge "innovation."

If you want to create excellent marketing, you should learn to tolerate such rebellious people, understand their inner world, speak their language.

How big a human heart is, the blessing of the newspaper is much. In my opinion, this is not just a philosophy of thinking ...

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