Apple held a memorial service for Steve Jobs yesterday for their employees.
Over the last week or so, it’s been difficult not to think about Jobs and what he did at Apple. He’s getting lots of praise for being a great marketer.
And, rightly so.
But I think the genius of Jobs was not so much how he handled his marketing. The genius of Jobs was simply this.
He made my life easier.
Think about that. Every product that he came out with, I knew would make my life easier. And, it did.
Oh yes, he was uncompromising. A perfectionist. A royal pain in the ass. He wouldn’t settle for “almost good enough”.
I knew that. And, I liked that.
Because, you see, I didn’t feel that Jobs worked for Apple.
I felt that Jobs worked for me. And his job was to simply make my life easier.
Do you want an umcompromising perfectionist working for you?
I sure as hell do.
That’s why Jobs was such a great marketer. Because he truly understood marketing's true objective.
Make your product as good as it can be so that it will make your customer’s life easier.
Your primary objective isn't to make money. Nor to please Wall Street. It's to make your customer’s life easier.
Because if you do that, all that other stuff will follow.
Do you think the CEO of ATT thinks this way?
The CEO of Ford?
The CEO of Wells Fargo?
The CEO of Target?
When you fly United, or American, or Delta, do you feel like that CEO is working for you? Spending nights trying to figure out how to make the flying experience better so that your life can become easier?
I didn’t think so.
But imagine what would happen if just one of them did. Do you think that airline would have a marketing advantage?
Hell, they wouldn’t even have to advertise. Their customers would do it for them.
That was the genius of Jobs.
He understood that if he was uncompromising about making a product work in such a way so that it would make my life easier, word would get out.
Great advertising starts with great products.
And, great products start with CEO’s who understand what their job is.