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Учимся думать 31

История Стива ДЖ

Идеализированными отцовскими фигурами для Стива Джобса были:

45. Майк Марккула, первый значительный инвестор Эппл и председатель, отцовская фигура для Джобса.
MIKE MARKKULA. First big Apple investor and chairman, a father figure to Jobs.

Это был 1976-66 годы, Джобсу было двадцать один-двадцать два, а ему было только 33 года, когда они познакомились, но Майк уже удалился от дел после работы на Фэйрчайлд и Интел, где он сделал миллионы на опционах, в момент, когда производитель чипов был акционирован.
Markkula was only thirty-three, but he had already retired after working at Fairchild and then Intel, where he made millions on his stock options when the chip maker went public.

Марккула написал три принципа маркетинговой философии Эппл: эмпатия, фокус, покупатели принимают решения иррационально. До конца своей карьеры Джобс придерживался именно их.

Markkula wrote his principles in a one-page paper titled “The Apple Marketing Philosophy” that stressed three points. The first was empathy, an intimate connection with the feelings of the customer: “We will truly understand their needs better than any other company.” The second was focus: “In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.” The third and equally important principle, awkwardly named, was impute. It emphasized that people form an opinion about a company or product based on the signals that it conveys. “People DO judge a book by its cover,” he 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.”
For the rest of his career, Jobs would understand the needs and desires of customers better than any other business leader, he would focus on a handful of core products, and he would care, sometimes obsessively, about marketing and image and even the details of packaging. “When you open the box of an iPhone or iPad, we want that tactile experience to set the tone for how you perceive the product,” he said. “Mike taught me that".

Итак, в отличие от собственного отца Пола Джобса, Майк был безумно богат, - инвестировал в Эппл четверть миллиона долларов.
Tags: История Стива Дж, семейное чтение
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