Steve Jobs didn’t look good on paper. He wasn’t an engineer; he didn’t have an MBA. In fact, he had no college degree at all. Yet, at age 21 the brilliant and unknown inventor partnered with friend Steve Wozniak to start Apple Inc. Funds were limited, so Jobs sold his Volkswagen bus and Wozniak sold his beloved scientific calculator. They were officially in business — operating in part out of the Jobs’ family garage.
The rest is history. But along this journey, Jobs proved himself to be not only one of the great inventors, but also one of the great marketers. In fact, Guy Kawasaki, co-founder of Alltop and a well-known influencer, said, “Steve was the greatest marketer ever.” So what can you learn from Jobs and apply to your brand in the new year? Here are five marketing strategies to consider in the coming months.
1. Don’t market products … market dreams
The products and services that you sell have many features. Steve Jobs would likely tell you to stop selling features and start selling dreams. Maybe the dream is simplifying workflow and driving unprecedented productivity. Or perhaps it’s experiencing amazing growth and revenue. Whatever the benefit, turn it into a story to create excitement.
For example, in 1997 Apple created an ad campaign titled “Think different,” focusing on the core of the company’s brand: innovation. Jobs narrates the video as images of some of the greatest thinkers and innovators of all time (Albert Einstein, Mahatma Gandhi, Pablo Picasso, etc.) flash on the screen. He says:
Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes … the ones who see things differently — they’re not fond of rules … You can quote them, disagree with them, glorify, or vilify them, but the only thing you can’t do is ignore them, because they change things … They push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world are the ones who do.