Four Marketing Secrets of Jobs Marketing Coach
Source: Shangpin China |
Type: website encyclopedia |
Time: January 28, 2014
Website construction company Shangpin China: On January 24, 1984, Apple released its landmark product Macintosh to the world. It's 30 years ago. Recently, I made a review of several books about Jobs and Apple I read in 2013, and formed this article to pay tribute to the master.
Who is the most powerful marketing master on our planet?
I want to say that Jobs, you may disagree, will mention some other people, such as Kotler? Gillard? Schultz? Trout? David Ogway? 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 there should be no big problem in the first selection of Jobs. He spent his whole life in marketing practice, and explained the essence of marketing with a penetrating case Apple.
After all, in Jobs' lifetime, Apple's business achievements and influence were unique.
In my opinion, there are significant differences between coaches and theorists. The coach will let you understand, improve, update your cognition and acquire skills in a way of "teaching by example" in the real environment.
If we use "whether there is marketing practice" as the criterion, it seems that Jobs must be higher than other masters, and there seems to be no objective basis. After all, like Trout and Kotler, they have served many well-known Fortune 500 enterprises, and Ogilvy is one of the few talents who can step out of the advertising circle and become widely concerned by the world.
What are the significant differences between Jobs and them?
Shangpin China, a marketing website construction company, can be roughly understood as follows:
1、 Before Jobs, products were products and marketing was marketing; Marketing is either understood as the unremitting pursuit of sales performance, such as Gillard; If not for advertising, such as Ogilvy; Or, it is a discipline itself, such as Kotler.
Jobs is the only "super first-class" master. This "super first-class" is reflected in that he is talking about "one" rather than "many". He is looking at and practicing marketing in a holistic and holistic way rather than in a fragmented and segmented way.
Jobs was also the only master who combined "product", "marketing" and "business model" into one. This is the return of the whole oriental thought.
This kind of integrated thinking has a cross era foresight. After Jobs, marketing is increasingly inseparable from products and business models, and there is no need to separate them. This insight has profoundly influenced today's technology and business world, and completely subverted a generation's understanding of marketing.
2、 Returning to the basic point of "practice", the real great people, in my opinion, are all "lifelong practitioners". Jobs never stopped taking products in his life, and never went to say that I would do a research or write a best-selling book.
Although, I guess that if he could write a book such as "Jobs: My Marketing Experience" in the last years of his life, he would probably kill all the best sellers overnight.
In China, Shi Yuzhu wrote "My Marketing Experience". The book published in the first half of 2013 looks like a very distant thing today. He retired. At this stage, practice began to be taken out to form a theory. Although it is still a valuable experience, there is a distance between experience and the freshness existing in the present.
It is unimaginable that this kind of thing happened to Jobs, because he did not "update" his own practice "all the time", so it may be better to spend a few days with him "now" than to read 10 books about him today.
This is what I understand. Jobs himself said, "I am willing to use all my technology to exchange an afternoon with Socrates".
It is very difficult to write about great people. Because of this, I can only write a few marketing "secrets" in my eyes based on my simple understanding of Jobs. I think the reason why he achieved so much is that:
1. Motivation
Jobs once commented on the reason why Microsoft's Zune player market was weak in the past: "As I grow older, I understand the importance of 'motivation' more and more. Zune is a failure because people at Microsoft do not love music and art as much as we do. We won because we love music from the bottom of our hearts. We make iPods for ourselves. When you really do something for yourself, for your good friends or family, you will not give up easily. But if you don't love it, then you won't go one step further or work overtime on weekends, and you will just be content with the status quo. "
The purpose of quoting this sentence is not to strengthen the motivational component of this article, but to say such a marketing observation: there seems to be such a common mistake in the companies I have seen, that when describing their core values, most of them will unconsciously and unconsciously replace the "motivation" with the "goal" of the enterprise.
How to summarize Jobs' life and Apple's core values can basically be said to be 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 this word is "original intention". Whether "motivation" or "original intention", it is your core values, the objects you need to strengthen and implant, and the source of all marketing.
2. Intuition
Steve Jobs is good at using intuition, rather, intuition is a prominent feature of Jobs. What do you mean?
On page 44 of Isaacson's Biography of Steve Jobs, Jobs said: "The cultural impact I felt after returning to the United States was stronger than that I felt when I went to India. People in rural India are different from us. We use thinking, and they use intuition. Their intuition is much more developed than people in other parts of the world. Intuition is very powerful. In my opinion, it is more powerful than thinking. Intuition has a great influence on my work. "
"Western rational thinking is not innate to human beings, but acquired through learning. It is a great achievement of Western civilization. In Indian villages, people have never learned rational thinking. What they learn is something else. In some ways, it is as valuable as rational thinking, that is, the power of intuition and empirical wisdom."
"Intuition" is a very important "secret language" of Jobs. If this is excluded, his understanding of him will probably be distorted and will not be significantly different from other technology leaders. Jobs' many achievements in marketing should be attributed to his intuition.
For example, this paragraph on page 45: "Apple hopes that the ads that will eventually be broadcast will highlight humanity, while the ads that Intel needs are cold and full of persuasive scientific evidence.
"... We can't help looking back on Intel's advertising in the past 15 years. Intel has accumulated experience all the way and successfully created some 'good moments', such as the' Sponsors of Tomorrow 'campaign created by its advertising company Venables Bell. But in most cases, Intel, which pursues efficiency, launches embarrassing or prosaic activities. "
"At the same time, Apple has won many awards, and every promotion campaign is quite successful. Not only that, before the advertising, Apple did not waste a penny on data research."
As a marketing partner of Jobs for many years, Siegel thinks that Jobs is "no matter how big Apple develops, he will never make room for figures in his mind. He will digest the collected data as soon as possible, but ultimately he will make decisions according to his own judgment, just like other excellent leaders. In this way, things will become simple."
Not relying on research and intuition does not mean that Apple is successful every time. But if we look at a long time span, the ratio of successful marketing is far greater than that of failed marketing, let alone the valuable funds that can be saved.
Now, we have no evidence to prove that Jobs depends on data or does not. But we have a lot of evidence to show that Jobs valued intuition. Like many managers, he would not bury himself in a sea of information, charts and data. His way is different.
"You asked me where my intuition on products came from? It is ultimately determined by your taste. You should be familiar with the outstanding achievements of human beings in various fields, and try to integrate them into your work. Picasso once said, 'The poor craftsman copied, the skillful craftsman stole'. I never felt ashamed of good creativity through identification."
"I think the reason for the success of the Macintosh is that its creators are musicians, poets and artists, zoologists and even historians. They happen to be the best computer scientists in the world, so we are so outstanding. ... Everyone has contributed their own expertise, so Macintosh has absorbed outstanding achievements in various fields. Otherwise, it may be a very narrow product. "
——Jobs' "Lost Interview Record".
The data, as well as the significance of other cultivation, finally returns to whether it helps to accumulate his own intuition. This more introspective, inside out approach is Jobs' unique "oriental charm".
3. Concise
In fact, in the vision of Kenseger, the author of Crazy Simplicity, he almost only used one word - simplicity. It sums up all the secrets of Jobs' success.
The pursuit of simplicity is manifested in all aspects of Jobs and Apple, such as:
In terms of working methods, we often hold meetings with "overpopulation". The scene is messy, the time is long, and the topic is seriously off track. The number of people conceals the boss's guilty wish to be "foolproof". On the contrary, Jobs always believed in the value of "elite small teams".
"Participants need to have reasons to attend the meeting, and there is no so-called" face invitation ". The meeting either needs you very much or does not need you at all... He expects everyone attending the meeting to be a vital participant, and the meeting he convenes does not welcome the audience."
——Crazy Simplicity P25
In terms of enterprise positioning: faced with the precarious financial situation and numerous product lines when returning to Apple, Jobs used an extremely simple chart to clearly give the answer to what Apple wanted to do, which was as simple as: "notebook computers and desktops serving ordinary users and professionals respectively." It has become the most eye-catching way to simplify the production line in the history of science and technology.
In terms of products: Apple's simplicity is most talked about, and the one button design of the iPhone is enough to explain everything. "There is no doubt that '1' is the simplest number created by human beings. It is so simple that even children can easily master it. The farther away you are from '1', the more complicated things will become." Kenseger seems to use another language to say the Chinese wisdom of "Tao generates one, one generates two, two generates three, and three generates all things.".
On product naming: "In some enterprises, you will see names similar to 'iPhone'. In other enterprises, you will see names similar to 'Casio G' zOneCommando 'or' Sony DVPSR200P/B '."
——Crazy Simplicity P131
Jobs' principle of simplicity, from products to marketing, from physical stores to his personal speeches, is all the same.
By the way, referring to the speech, I also think of the Magic Speech of Steve Jobs published by CITIC Press, which contains many precious transcripts of Steve Jobs' speech. We can not help but feel the simple charm of Steve Jobs' speech from the comparison of words and PPT in the following speech:
"Excerpts from Jobs' keynote speech at Macworld 2008."
The original words of Jobs' speech:
"I want to take a moment to review 2007. 2007 is a special year for Apple. We have more incredible new products: the amazing new iMac computer, the amazing new iPod player, and of course, the revolutionary iPhone. In addition, Apple's operating system" Snow Leopard "and other excellent software were successfully released in 2007."
-Jobs' slide content:
The original words of Jobs' speech in 2007:
"The past year has been an extraordinary year for Apple, and I would like to take this opportunity to thank you all. We have received great support from our customers, and we really appreciate it. 2007 was an extraordinary year for Apple, and thank you all. Thank you!"
-Jobs' slide content:
thank you!
The original words of Jobs' speech:
"Today I have four things to talk about with you. Let's start now. The first one is the" Snow Leopard "operating system."
- Jobs' slide content:
The original words of Jobs' speech:
"I am very excited to report that in the first 90 days, we have delivered more than 5 million copies of the" Snow Leopard "operating system. This is incredible. This is the best result we have achieved since we launched the Mac OS X operating system on the market. "
- Contents of Jobs' fantasy lamp:
Five million copies of "Snow Leopard" operating system delivered in the first three months
4 pages, 27 characters, no nonsense, golden PPT and very concise expression!
4. Treason
Some people may ask, is there not one of the four marketing secrets you mentioned for Jobs that should be left to "innovation" or "extraordinary thinking"?
I'm sorry, but I think the expression of "innovation" does not seem to be "rebellious" close to the essence.
There are some interesting fragments in Jobs' life, such as the first time he played a "communication tool" with others, and immediately thought about whether to call the Pope to make a joke; He likes the "hip-hop" style and the "pirate spirit", and is criticized for occupying the disabled parking space.
This kind of strange behavior is Jobs's natural suspicion or contempt of the mainstream values, and he does not think he should be restricted by any secular rules. This rebellious personality is more like the source of his "extraordinary" innovation.
If there is no doubt and dissatisfaction with the mainstream and conventional status quo, and there is a "profound" "restlessness" in the bones, how can we innovate? Rebellion does not mean "malice". It can even be said that it is a kind of straightforward innocence. From this perspective, Jobs' loveliness and childlike innocence are not known and spoken of in many times.
Not too much to say, many outstanding marketers have rebellious and flamboyant personalities, and this attribute is not very prominent in non marketing posts. The problem is that treason is not a kind of "knowledge", which cannot be obtained through learning. What if you love marketing but do not "rebel"?
My answer is another word - "tolerance".
Entrepreneurs like to find people with similar values and tacit understanding to form a team, which is human nature, but this approach tends to naturally repel aggressive "traitors" who seem aggressive, difficult to get along with others; They are not always, but are more likely to contain huge "innovation power".
If you want to create excellent marketing, you should learn to tolerate more such rebellious people, understand their inner world and speak their language.
A person's heart is as big as his blessing. In my opinion, this is not just a philosophical thinking of life
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