last.” 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
... See moreWalter Isaacson • Steve Jobs
Or consider Apple’s principles, written by Mike Markkula in 1977, when the company was a startup on the verge of launching its first major product, the Apple II. Paraphrasing, the three principles are:
John Zeratsky • Click: How to Make What People Want
