The Australian Small Business Blog

Wednesday, June 17, 2020

Understanding Brands – A Steve Jobs Masterclass

by Dr Greg Chapman

Here is another masterclass from Steve Jobs. This was recorded quite a few years ago, and really explains how a brand should be defined. I’ve never seen anyone explain it so simply and so well.

My son, Ian, who spends a lot of time researching Apple says the following:
I did remember hearing how Jobs killed as many projects as he could when he returned to Apple. I think with many businesses, ones like Kodak [whose value collapsed with the demise of film photography], a forceful change from someone outside the current structure can save a floundering company. That said, it does not always work. HP went backwards with a new direction.
The point I find most interesting about Jobs is that one of the first things he did when returning to Apple was to throw out (I think as in hard rubbish) the museum collection of past models. The projects he worked so hard on years ago were worthless antiquities in his eyes; by having a computer shrine in the HQ, it only reminded people of what they made, not what they could make.

I think that Apple has forgotten these lessons with its latest products just being incremental rather than quantum changes as Steve Jobs would have wanted. I hope, for all our sakes that they rediscover the core value of their brand, as envisioned by their founder, Steve Jobs, "Think Differently".

How are you thinking differently for your business and your brand in these difficult times that demand this more than ever before?

May Your Business Be –As You Plan it!

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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.

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