“The Apple Marketing Philosophy:
Empathy. We will truly understand their needs better than any other company.
Focus. In order to do a good job of those things we decide to do we must eliminate all of the unimportant opportunities.
Impute. People DO judge a book by its 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.”
MIKE MARKKULA
43
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