In 1977 Mark Markkula wrote a one page marketing and strategy position statement for Apple Computers. It was written as part of the company incorporation on January 3, 1977.

Apple was less than a year old and had only released the hobbyist Apple I. It was yet to really make an impact. Mark Markkula wrote:

The Apple Marketing Philosophy

1. Empathy

We will truly understand their needs better than any other company.

2. Focus

In order to do a good job of those things we decide to do we must eliminate all other unimportant opportunities.

3. Impute

People DO judge a book by its cover. We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be percieved as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.

A lot has changed since then, however twenty five years later these three statements are still relevant to the company.

On Empathy

Apple tries to really understand the needs of the customer – not through market surveys but by having the most empathy for their consumers. In Walter Isaacson’s biography of Steve Jobs, it was described as:

“an intimate connection with the feelings of the consumer”

Jobs was famously opposed to market surveys and focus groups, stating :

“customers don’t know what they want until we’ve shown them”

And:

“Did Alexander Graham Bell do any market research before he invented the telephone?”

Job’s position on market research was only possible due to his legendary empathy for the consumer’s needs. This approach is obviously very risky, but Apple has made it work.

On Focus

When Jobs returned to the company in 1997, the first thing he did was re-affirm rule 2 – Focus. He cut Apples product lines down 70%, to just four main products.

On focus, Jobs stated:

“Deciding what not to do is as important as deciding what to do”

There have been some negatives to this strategy, such as the original iPhones not being able to send MMS, and not having a copy & paste function until more recent versions of the phone’s operating system.

However this focus on what’s really important, has enabled it to execute a small amount of things, very, very well.

On Impute

The third rule – Impute is perhaps the most poorly worded, but from a marketing perspective, has the most depth. This statement defines the way Apple tries to own the end to end consumer experience.  At all points in the experience, the customer is receiving positive messages that impute the “great” quality of the apple product they are about to purchase, purchasing or have just purchased.

An example of this is how most Apple consumers keep their Apple packaging – the box just feels too good to throw away. It’s all part of the “impute” strategy. Jobs stated:

“When you open the box of an iPhone or iPad, we want that tactile experience to set the tone for how you perceive the product”

The great packaging also helps to minimise any potential feelings of ‘buyer’s remorse’, something that could inhibit repeat purchases.

It is clear that Jobs learnt a lot from Markkula.  The other take out from the ‘Apple Marketing Philosophy’ is that it shows that a clear vision, set early in a companies life can really make a difference.

A vision statement is not just hype or marketing rhetoric!

Comments ? Thoughts? Hit me up over the break!

(All quotes taken from Walter Isaacson’s biography of Steve Jobs, a great read even if you’re not into Apple, or even computers).