The five secrets behind Mr. Jobs ' success

The purpose of the party is to showcase the Segway product and get product advice from the best leaders in Silicon Valley. The meeting was attended by the Segway investor Dean Kamen, Amazon's CEO Bezos (Jeff Bezos), Apple's CEO Steve Jobs, Kleiner Perkins's renowned venture John Doerr,segway Vice president of Marketing Mike Ferry and Chief Executive Officer Brain Toohey.

The party was strong and dramatic, but what we were really interested in was the superhuman marketing insights that Steve Jobs presented in less than two hours of discussion. His rhetoric about design, products, markets, sales, whether questioned or suggested, is almost a perfect textbook--ipod,iphone,ipad success, Apple's success, not by chance.

Let's take a look at the details of this meeting and reveal the Chobstedt of quality and wisdom.

1, persistent: "If you want me to leave, I will go, but I can not sit here." ”

The Segway Director and the conference host, Tim Adam, showed the product in PPT, and he hoped that the few of you would have finished reading it, but the practice was clearly not accepted.

"Yes, all right!" Bezos grunted and made a dry laugh.

"So we'd better not be here." "Mr. Jobs said.

"How long Is your demo?" Doerr asked, "a promotion is about 10 minutes." ”

"I can't," Jobs said, "That's not my style." If you want me to leave, I'll go, but I can't sit here. ”

The conversation laid the tone of the discussion--and the Tim's presentation was repeatedly rudely interrupted.

2, Focus: "Why release two models?"

Tim's demo begins with a discussion of the Segway's two models (Metro and Pro) specs, and Jobs interrupts his demo, questioning the two-gauge market: Why are two cars released at the same time?

Mr. Jobs pondered the issue all night (Dean had visited the Segway before the meeting) and his palms were full of markers. Jobs used the imac example to illustrate that although the imac had four colors at the time, there was only one color when it was released because he wanted designers, marketers and the public to be absolutely focused on the products they were releasing. It was not until seven months later that he released other models.

3, the market: "Are you sure your target customers are high-end consumers?"

Jobs has questioned the simultaneous release of Metro and Pro as well as the focus: target markets. If the Segway sells less than thousands of dollars, he says, it will sell, and then the PRO model will be available to double the price in both the industry and military sectors.

In this respect, the Segway team is obviously not prepared, they were just worried that the product will be targeted by people as players, the formation of momentary instant trend.

4, Product: "Let the delivery date to hell." You don't have a good product at all. ”

When asked about the design of the Segway, Jobs confessed that it was bad (sucks). "It's not innovative, it's not elegant, and it doesn't feel human," he explains in his taste.

Jobs suggested they look for a design firm. "You have an incredibly innovative machine, but it looks very old-fashioned," jobs said. "There are some design companies out there that can design things that we never imagined, and that will get you 绝倒 (shit in your pants)."

Tim argues that the current delivery date is not allowed. "To hell with the delivery date." You don't have a good product at all. I know the delivery time is important, but you have only one chance, and if you brag, you're screwed. "Mr. Jobs said. This is the Bezos of the present.

5, Listed: (Because of the Internet) "progressive release has been impossible." ”

When it comes to releasing the Segway strategy, jobs presents a different perspective from his Bezos.

Bezos suggested that the gradual advance, first in a certain city or country as an experiment. He thinks the ideal place is Singapore: "You just have to convince a person, the" King of Philosophy "(philosopher King, the language of the Republic), ironically like the calligraphers ruler. The King of philosophy here also has an eye on Singapore's national characteristics, that is, the prime minister decided everything, the king for the people think, so as long as the king to persuade the product has a way out, then you will have 4 million users to test the product. ”

But Jobs said it was impossible to move forward because of the Internet. People will learn about the device from a trail of information, and they'll want it right away. If the machine is not listed in the United States, they will miss the 100 million dollar free PR opportunity in the biggest target market. And, even if you want to control the pace of the release, it's best to publish it on some American campuses rather than on a "thief nest" that will then cost a lot of money to protect it.

Even on campus, jobs warned of another problem with small-volume publishing: Word-of-mouth risk. If an idiot at Stanford had been hurt by the Segway and posted online saying the machine was bad, the company would be dragged into the mire because people could not know the truth from their experiences. But in a fast, High-volume release, the widespread praise effect of a product can overwhelm a handful of negative feedback.

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The party was over, jobs and Bezos were leaving. Dean Kamen, who had been silent listening to jobs, got up. "This is the most exciting discussion we have ever had," he said, "and as with all the fun meetings, giving you more questions than answers will make you question everything you think you know." "It's great."

The Segway Wiki explains

The Segway is an electrically driven, self balanced, personal transport vehicle that is a kind of urban vehicle. By the American inventor Dean Kamen and his DEKA research team invented the design. December 2001, the Segway commercial mass production sales. Although once considered a landmark of the scientific and technological inventions, the prospect of a good, but due to a number of practical factors, the Segway product has not been listed after the original expected Echo.

Looking at the development of the Segway "epoch-making" product, and contacting Jobs ' own creation of the landmark iphone, think about the iphone's design, promotion, positioning, and release strategy, can you really learn the secrets of successful product design and operation from his questions and suggestions about the Segway?