Markkula’s Marketing Principles
Walter Issacson’s blog talks about when Mike Markkula first started with Apple he wrote his marketing principles in a one-page paper titled “The Apple Marketing Philosophy”. There were three key points:
Empathy
We will truly understand their needs better than any other company.
Focus
In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.
Impute
People do judge a book by it’s cover. 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.
