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Build a successful brand the Steve Jobs way

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in Office Communication,Workplace Communication

by Carmine Gallo

Few people are more closely asso­ciated with innovation than Apple co-founder, Steve Jobs. Through interviews with Apple employees, experts and analysts, as well as Jobs’ own words, I discovered seven principles largely responsible for Jobs’ breakthrough success: principles that anyone can use to think differently about their service, products or brands.

Principle One: Do what you love. In 2005, Jobs told Stanford graduates that the secret to success is having “the courage to follow your heart and intuition. They somehow already know what you truly want to become.” Jobs has followed his heart his entire life and that passion, he says, has made all the difference.  

Principle Two: Put a dent in the universe. Jobs had the big dream of putting a computer in the hands of everyday people. Passion fuels the rocket, but vision directs it.

Principle Three: Kick-start your brain. Creativity leads to innovative ideas. For Jobs, creativity is connecting things. At various times, Jobs has found inspiration in a phone book, Zen meditation, visiting India, the fine details of a Mercedes-Benz, a food processor at Macy’s. He doesn’t “steal” ideas as much as he uses ideas from other industries to inspire his own creativity.

Principle Four: Sell dreams, not products. To Jobs, people who buy Apple products are not “consumers.” They are people with hopes, dreams and ambitions.

Principle Five: Say no to 1,000 things. Steve Jobs once said, “I’m as proud of what we don’t do as I am of what we do.” He is committed to building products with simple, uncluttered design.

Principle Six: Create insanely great experiences. Jobs has made the Apple stores the gold standard in customer service. Why? Be­cause Apple is not in the business of moving boxes; they are in the business of enriching lives. Big difference.

Principle Seven: Master the message. Jobs is the world’s greatest corporate storyteller, turning product launches into an art form. You can have the most innovative idea in the world, but if you can’t get people excited about it, it doesn’t matter.

Your company or career may have suffered from the effects of the global recession. As you reinvent and reinvigorate your brand for the next decade, it’s fair to ask “What would Steve do?” Jobs has been leaving clues his entire career. It’s time to listen.


Author: Carmine Gallo is a communication skills coach, television anchor, keynote speaker and author of The Innovation Secrets of Steve Jobs and the Face Time: Business Communications blog.

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