The Thai magazineagainstrecently spoke with Apple's senior vice president of marketing, Greg Joswiak, often referred to as "hit», for about twenty minutes. During the interview, Joz notably mentioned his late boss and colleagueSteve Jobs.
The perfect product lies at the intersection of three areas
Joz reports that according to him, the singularity of Steve Jobs, what made him unique, wasits ability to analyze the market in a different way. Instead of only taking the technological side of devices into account,he tried to marry technology with the liberal arts and humanities.According to him, the future lies in a space at the intersection of these three areas.
He succeeded in anchoring this approach in the DNA of Apple, which is now trying to continue in this direction.“You have to be technical enough to be able to create great products, but you have to tap into that liberal arts side to know how to create something new…how to be creative.” This is absolutely true for the company. This is absolutely true for our products. This is also true for our marketing. »
“all good marketing is based on the truth”
Greg Joswiak also reports that Steve Jobs continually told his teams that “all good marketing is based on truth. This seems basic, but many companies try to make you believe something that isn't necessarily true. » This point needs to be qualified, because the word “base» has all its importance here.Steve Jobs was also known for creating the concept of Reality Distortion Fields (RDF).
Bud Tribble, software developer at Apple in the 1980s, reports on this subject:In its presence, reality becomes malleable. He can make anyone believe just about anything. The effect, of course, wears off when it's not there, but it seriously prevents you from having realistic predictions for anything!»
According to Steve Jobs, reality is malleableand it is possible to rewrite it to adapt it to our needs. A concrete example of application of this principle could correspond to the claims of carbon neutrality made by Apple concerning the latest Watches, while the neutrality of the latter has beenachieved through the purchase of carbon credits.
Joz had also already mentioned this principle in the past in another interview: “Steve used his CDR when he had to support things that went against all common sense, like, for example, when he told me that I could develop the first brick-breaking game in less than a week. I knew it was impossible, and yet he made it happen.»
The video of the interview is below. The subtitles are in English, but you can get a translation of them into French.
See also:
i-nfo.fr - Official iPhon.fr app
By : Keleops AG
