You can be on Entrepreneur’s cover!

Apple's Simple Marketing Manifesto In the latest post from our short blog series on the autobiography of Steve Jobs, we look at his vision and drive that made the tech giant what it is today.

By Jason Fell

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.

Steve JobsEditor's Note: This is the second part of a short series of posts as I read Steve Jobs, the new biography of the Apple co-founder written by Walter Isaacson. Read part one.

The first glimmer of what was to become tech giant Apple Co. appeared in 1971 when electronics engineer Steve Wozniak developed the circuit board that would evolve into the Apple I computer. But in Walter Isaacson's new biography of Apple co-founder Steve Jobs, Wozniak says Apple probably never would have existed had it not been for Jobs' vision for selling the computers in consumer-focused packaging.

In the book, Isaacson describes an encounter between Jobs, Wozniak and Wozniak's father, Jerry, a rocket scientist who usually discounted the merits of anyone who wasn't an engineer. During the exchange, Jerry told Jobs (in slightly more aggressive language) that he hadn't actually created anything and didn't deserve a 50 percent stake in the burgeoning business. To that, Jobs, still a teenager, began to cry, and said he'd walk away and let Wozniak run the operation himself.

But Wozniak understood the harmony between himself and Jobs, and knew the company wouldn't exist without Jobs' entrepreneurial drive. "It was Jobs who had turned his [Wozniak's] ingenious designs into a budding business," Isaacson writes.

Related: Steve Jobs' Surprising First Business Venture

Indeed, it was Jobs who pioneered Apple's customer first, a "computer for the rest of us" marketing plan. Instead of creating products they wanted to make, Jobs aimed to produce products that addressed consumers' needs, feelings and motivations.

By 1977, as Jobs and Wozniak were frenzied, taking orders for the Apple I and looking for venture capital as they developed the Apple II, the men brought on investor Mike Markkula into the business. In addition to injecting $250,000 into the company and becoming a third partner, Markkula penned "The Apple Marketing Philosophy," a three-point call to action that has served the company well. It can also be an example for other startup businesses.

Point No. 1: Empathy
Apple should strive for an "intimate" connection with customers' feelings. "We will truly understand their needs better than any other company," Markkula wrote.

Point No. 2: Focus
To be successful, Apple should center its efforts on accomplishing its main goals, and eliminate all the "unimportant opportunities."

Point No. 3: Impute
Apple should be constantly aware that companies and their products will be judged by the signals they convey. "People DO judge a book by its cover," Markkula 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; if we present them in a creative, professional manner, we will impute the desired qualities."

What do you think has been critical to Apple's marketing strategy? Let us know by leaving a comment below.

Jason Fell

VP, Native Content

Jason Fell is the VP of Native Content, managing the Entrepreneur Partner Studio, which creates dynamic and compelling content for our partners. He previously served as Entrepreneur.com's managing editor and as the technology editor prior to that.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Side Hustle

He Took His Side Hustle Full-Time After Being Laid Off From Meta in 2023 — Now He Earns About $200,000 a Year: 'Sweet, Sweet Irony'

When Scott Goodfriend moved from Los Angeles to New York City, he became "obsessed" with the city's culinary offerings — and saw a business opportunity.

Personal Finance

How to Get a Lifetime of Investing Experience in Only One Year

Plus, how day traders can learn a lesson from pilots.

Branding

94% of Customers Say a Bad Review Made Them Avoid Buying From a Brand. Try These 4 Techniques to Protect Your Brand Reputation.

Maintaining a good reputation is key for any business today. With so many people's lives and shopping happening online, what is said about a company on the internet can greatly influence its success.

Travel

Save on Business Travel with Matt's Flight's Premium, Only $80 for Life

This premium plan features customized flight deal alerts and one-on-one planning with Matt himself.

Science & Technology

Here's One Reason Urban Transportation Won't Look the Same in a Decade

Micro-EVs may very well be the future of city driving. Here's why, and how investors can get ahead of it.

Marketing

I Got Over 225,000 Views in Just 3 Months With Short-Form Video — Here's Why It's the New Era of Marketing

Thanks to our new short-form video content strategy, we've amassed over 225,000 video views in just three months. Learn how to increase brand awareness through short-form video content.