Posts tagged "Apple"

Creative Blindness (And How To Cure It): Real-life stories of remarkable creative vision

You talk to the audience in their language. Not yours

April 22, 2019 Posted by Excerpts 0 thoughts on “You talk to the audience in their language. Not yours”

Horse Power was comparison everyone could understand.

Suddenly, Watt had put the steam engine into a language that made sense to the layman. Which is exactly what Steve Jobs did when he launched the iPod.

He didn’t compare it to to other MP3 players for speed and fidelity.

That would have been a market-share comparison.

Steve Jobs had a much bigger opportunity in mind, market-growth.

That’s why he compared the iPod to something ordinary people could understand.

He simply held it up and said “A thousand songs in your pocket.”

Because 200 years later the rules for creative communication haven’t changed. You talk to the audience in their language. Not yours.

Excerpt from: Creative Blindness (And How To Cure It): Real-life stories of remarkable creative vision by Dave Trott

Steve Jobs on the disease of thinking that having a great idea is 90pc of work

Steve Jobs on the disease of thinking that having a great idea is 90pc of work

February 27, 2019 Posted by Excerpts 0 thoughts on “Steve Jobs on the disease of thinking that having a great idea is 90pc of work”

You know, one of the things that really hurt Apple was after I left, John Sculley got a very serious disease. It’s the disease of thinking that a really great idea is 90 per cent of the work. And if you tell all these other people “Here’s this great idea”, then of course they can go off and make it happen. And the problem with that is that there’s just a tremendous amount of craftsmanship in between a great idea and a great product… Designing a product is keeping five thousand things in your brain and fitting them all together.

Excerpt from: Curious: The Desire to Know and Why Your Future Depends on It by Ian Leslie

Anchoring in Practice at Apple

October 31, 2018 Posted by Excerpts 0 thoughts on “Anchoring in Practice at Apple”

The same approach can be used to communicate initial product value. Steve Jobs used anchoring during the launch of the Apple iPad to such effect. At one of his fames launch presentations, he introduced the “rumoured cost” that was speculated to be $999. This information anchored the press to the notion this would be the high-priced product. However, when Jobs later in the event revealed the iPad to be priced at $499, this “anchoring and reveal” tactic created a notion of value for money.

Excerpt from: Northstar

Categories

Get the latest Gems in your inbox

* indicates required