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The technology and consumer electronics markets are awash with companies that seem to be barely meeting expectations or are, like Sony, Sun and Yahoo, on and off death watch. They aren't alone; the relatively new Obama administration seems to also be failing, and the latest State of the Union address wasn't particularly inspirational. Apple just reported incredibly high earnings and launched a product no one should want -- but it seems many do. This is because Apple has one skill these other entities lack: It knows how to get people excited and manage expectations.
The success is not just clever marketing. It is because the product does the same thing that it is marketed for. It is as if each group marketing, engineering, s/w, testing, worked off the same requirements word to word.
Let me give an example:
Zune has a feature to sync over the air. And it was advertised / marketed heavily as a differentiator to iPod. But the user manual recommends not to use it.
The lesson here is that for a new product define clear functions as requirement and not just a long list of features for sales/marketing staff.
If anyone watched the iPad keynote from SJ on Jan 27th would notice that they started out by defining some clear functions for the new "product/iPad" would do better than iPhone or MacBook.
I really enjoyed this article! I did not know that Steve Jobs had a marketing background...this certainly helps explain a lot of his successes. He is the master of knowing how to spark desire for a product you did not even know you wanted or needed. It is interesting because over the years, Mr. Jobs and his innovations have inspired the rest of the tech industry to create a myriad of their own. His technology forces changes in the way people conduct their everyday actions. For example, this iPad could have a strong influence on the way people take notes in class or conduct their online shopping, creating the need for new site layouts or software. The possiblities are endless!