Book: "The Big Apple: Apple's 10 Keys to Success".
Apple "The brand".
The brand supporter, unlike the customer, is an emotionally active audience, speaks well of the brand, spreads the word, shows up with the brand because they are proud to be part of that world.
What was sought with Apple is that something beautiful and simple could perform complex tasks. Steve Jobs knew how to influence people in search of a favorable response to him as he did when hiring the CEO of Pepsi he said to him, "Do you want to spend the rest of your life selling sugar water or are you up for changing the world?"
Steve Jobs was anxious, he couldn't stand to waste time. When he was fired from Apple he said, "I'm 30 years old and I have to do something with my life" and set off in search of new projects. In an interview Steve Jobs said: "I never did anything motivated by money", he was one of the few businessmen in the Forbes list that despite being a millionaire from a very young age, he drove his own car and did not walk with bodyguards. He would say "I don't want to be the richest guy in the cemetery".
When asked about the Pepsi CEO who had led Apple and was the one who got him fired he said, "his code of ethics is not something I would like to see succeed in this world."
When he made the animated film Toy Story, the smartest thing he did was to avoid becoming a Disney supplier and thus position himself through Pixar.
Jobs demonstrated enormous charisma and an innate ability to dominate the stage and capture the attention of viewers.
The ten keys to achieve presentations like Steve Jobs' are:
- Define the theme of the presentation, the key concept ("There is something in the air") around which the whole speech will revolve. Communicate it at the beginning or several times during the event ("Today Apple reinvents the phone").
- Demonstrate enthusiasm, enjoy making the presentation, show passion for what you are selling, your listeners want to be surprised, not fall asleep.
- Provide a mental outline, if you say, "Today I want to talk to you about four things," you need to list them so that people have a mental "agenda" of what you are going to present.
- Have figures during the presentation and contextualize them. Figures in isolation are tiring.
Choose a moment in the presentation and make it unforgettable. - Make your slides visual and with little text, "Less is more". Rehearse more and write less. Learn things by heart.
- Include graphics, themes, photos, movies and invite someone to collaborate in the presentation (let them know in advance so they can be prepared). But do not turn the presentation into a circus.
- Be prepared in case something goes wrong (there will always be something). Get out of the way as naturally as possible and in a fun way.
- Focus on the advantages: the benefits, the strengths. Anticipate and answer the audience's questions before they ask them.
- Rehearse many hours. It seems easy for Jobs, but everything is the result of many previous rehearsals.
When he retired from the company he said: "I have always believed that if the day ever came when I could not fulfill my duties and expectations as CEO of Apple I would be the first to tell you, unfortunately the day has come". And the day has come, he said, "I believe Apple's brightest and most innovative days are yet to come."
The end of his life:
"I think life is something that happens in a flash, we have an instant in this world and then we're gone." Steve Jobs
He said that people are afraid to innovate and take risks. He quoted Henry Ford, one of his role models, along with Gutenberg when he said: If I had asked my customers what they wanted they would have said "a faster horse".
When he was bored in a meeting he would look at his hand and turn it slowly and move his fingers over his eyes "it's the perfect configuration".
In a speech at Stanford University he said, "Life is connecting dots, you can't connect the dots forward, you can only connect the dots backward. So you have to trust that the dots will connect sometime in the future, you have to trust something, your instinct, fate, karma, life, whatever. Because believing that the dots will connect will give you the confidence to trust your heart." And she stressed "you have to find what it is that you love."
When she was 17 years old she read: "if you live every day as if it were your last, someday you will be right", and from that day on every morning she looked in the mirror and said if that day she would want to do what she was going to do and if the answer was no, for several days she knew she needed to change her routine.
Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked there is no reason not to follow your heart. "Have the courage to follow your heart and your intuition."
When Steve Jobs introduced the iPod he said, "I think we are all happier when we have a little music in our lives, music is everything to us, it's part of our DNA."
When asked about his applications running on Windows he said: "it's probably the best application ever written for Windows".
When he introduced the iPhone his best lines were:
- "Today Apple retries the phone."
- "Who wants a stylus? They get lost, they're ugly, they take up space. We're going to use the best stylus we have: our fingers."
- "The user experience has to be complete" he always repeated.
About the boxes of his products: "Packaging can be a theater, it can create a story."
He said Apple not only manufactures computers and electronic devices, Apple manufactures objects of desire, works of art and design that remain fixed in the consumer's mind for a long time, beyond what this product can do".
For Jobs, design had to be functional and take care of the forms, but without moving away from emotion and expression "good art moves away from fashion, it doesn't follow it" he used to say.
Jobs' obsession was so great that he had more than twenty different menu bars designed "people will see this for hours every day, it's not a minor detail. It's something we have to get right!".
"Halo effect."
What does it mean? It is a cognitive phenomenon whereby the perception of a particular trait (positive, neutral or negative) is influenced by the perception of traits prior to a sequence of interpretations, e.g.: a person's physical attractiveness is a central trait for evaluating other traits as attractive as well.
It said: that messages have to be simple, clear, honest and direct!
"Simplicity is the ultimate sophistication" said Leonardo da Vinci.
To this day the most successful Hollywood movies feature an Apple computer, and this is a large scale and free advertising that is called "product placement" and is considered more subtle and less intrusive.
When the company did poorly, they sought to reinforce brand attributes more than products to boost the image.
In the world of mass consumption, high visibility is achieved in two possible ways: by frequency of public appearance or by expressive impact.
Your stores
The first step was to hire a retail specialist. He chose the best, who said that the main requirement was that "the store has to be in the area where the most people walk.
For Jobs, an Apple product was unique and had to be sold as such, he said: "they were in retail outlets where they had no interest in positioning our products as unique objects. The salesperson just wants to sell to earn a commission and go home. People want to touch things so in our outlets people will stay longer trying our products."
I've been where you are now, too. When I started my dream of starting my own Medical Clinic and was the CEO, I didn't know how to fulfill my responsibilities at work and be present at home with my family at the same time. However, after making changes in my productivity, goal setting and leadership, I was able to take my company forward through an economic recession the country was in and achieve positive results; all while being home in time to have dinner with my family every night.
I now teach the same principles that helped my leadership, along with my team, here at CIME Academy.
If you want to know more about our training proposal in aesthetic medicine, we encourage you to contact us. We will solve your doubts and advise you on what you need.
Dr. Manuel Rubio Sanchez
aesthetic doctor
