What could we learn from Steve Jobs?
Obviously a bunch. Interestingly enough, we can learn more from his failure than his success.
He created an important shortcut for us!
Steve Jobs was the CEO of Apple back in the early 80’s. Apple was about to launch a new computer called “Lisa”. This computer was going to revolutionize the industry and be the biggest thing since sliced bread.
Look at this gem. I mean who wouldn’t want something like that? 30 years ago this was considered cutting edge. Funny…
In order to market this, Apple took out a 9-page ad in the New York Times, filled with all sorts of geek talk. Needless to say, it didn’t work out to well and Steve Jobs was let go.
Good thing for us that was not the end of the story…
Steve Jobs bought a small company called Pixar back in the later 80’s. Digital animation and storytelling were what the company was all about. Merging that with computers and technology was right in his wheelhouse.
Many movies later, Pixar was a huge hit and many of those earlier movies were created and designed with Steve Jobs at the helm. Think about this from the perspective of story, engagement, and the power of both when it comes to business.
Hang with me, it will all come together…
In 1997, Steve Jobs decided to head back to Apple, this time with a completely different paradigm. We know the results but we seldom stop to think about what changed.
Yes, the technology changed. That stands to reason but it wasn’t the technology that sold. It was the story.
The narrative that was created, because he now understood story, became one that people wanted.
Instead of a 9-page ad in a newspaper that spoke geek language, Apple used 2 words, “Think Differently”. They created a feeling inside of a person that drove them to believe that their life would be better if they had their products. They also created a distinction between them being “cool” and other computers being “rigid and stiff”.
The iPhone, iPad, shuffles, computers and more all have been soaring at record highs.
Is it because their software is so much better? Not really. It IS because their message is simple, clear, and it engages people into action. Why else do people stand in line outside an Apple store when a new device comes out?
We can learn a lot from this message because it emphasizes that clarity is king. Your customers are looking for clarity, not clutter. They are looking for a solution to their problem or “feeling”. Look at your website right now and see if you can answer “yes” to all of these questions:
- What do you offer? Is that completely clear when someone arrives at your website?
- How will it help them? Do this resonate on your first page?
- How do they get it? Are you providing a clear and concise resolution for a customer?
If you answered “NO” to any of these questions, you probably need to rethink your strategy. Your message is probably cluttered and causing confusion and disconnect in the mind of a customer.
More than a website company, Rainwater helps you develop a brand that sticks and is communicated in a simple and clear way that helps customers engage.