title: Marketing Apple

> Markkula wrote his principles in a one-page paper titled “The Apple Marketing Philosophy” that stressed three points. The first was *empathy*, an intimate connection with the feelings of the customer: “We will truly understand their needs better than any other company.” The second was *focus*: “In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.” The third and equally important principle, awkwardly named, was *impute*. It emphasized that people form an opinion about a company or product based on the signals that it conveys. “People DO judge a book by its cover,” he wrote. “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 perceived as slipshod; it we present them in a creative, professional manner, we will *impute* the desired qualities.”
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> <cite>Extrait de la biographie de Steve Jobs par Walter Isaacson (non lue)</cite>

Il est intéressant de constater que ces trois points sont toujours à l’œuvre après une trentaine d’années. À retenir pour de futurs produits.