Thinking of product development as a series of experiments lea ...
1. Thinking of product development as a series of experiments leads to stronger designs.
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2. Details matter, it’s worth waiting to get it right.
3. The products suck! There’s no sex in them anymore!
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4. Ultimately, it comes down to taste.
It comes down to trying to expose yourself to the best things that humans have done and then try to bring those things into what you’re doing.
5. Their products have no spirit to them.
6. Their products have no spirit of enlightenment about them, they are very pedestrian.
The sad part is that customers don’t have a lot of that spirit either, but the way that we’re going to ratchet up our species is to take the best and to spread it around everybody so that everybody grows up with better things and starts to understand the subtlety of these better things.
7. I am saddened, not by Microsoft success, I have no problem with their success, they’ve earned their success, for the most part.
I have a problem with the fact that they just make really third-rate products.
8. The older I get, the more I see how much motivations matter.
The Zune was crappy because the people at Microsoft don’t really love music or art the way we do.
We won because we personally love music.
9. We were the group of people who were going to judge whether it was great or not.
We weren’t going to go out and do market research. We just wanted to build the best thing we could build.
10. We think the Mac will sell zillions, but we didn’t build the Mac for anybody else.
We built it for ourselves.
11. The Lisa people wanted to do something great.
And the Mac people want to do something insanely great.
The difference shows.
12. Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.
13. Apple is a $30 billion company, yet we’ve got less than 30 major products. I don’t know if that’s ever been done before.
Certainly the great consumer electronics companies of the past had thousands of products.
We tend to focus much more. People think focus means saying yes to the thing you’ve got to focus on.
But that’s not what it means at all.
It means saying no to the hundred other good ideas that there are.
You have to pick carefully.
14. What I found when I got here was a zillion and one products.
It was amazing.
And I started to ask people, now why would I recommend a 3400 over a 4400?
When should somebody jump up to a 6500, but not a 7300?
And after three weeks, I couldn’t figure this out.
If I couldn’t figure this out… how could our customers figure this out?
15. The way we’re running the company, the product design, the advertising, it all comes down to this:
Let’s make it simple. Really simple.
16. Great Marketing only makes a bad product fail faster.
17. Companies cannot really see beyond their current customer base. They explicitly or implicitly do things to protect their current customers. And the last person to want real change is your customer. That is why most new ideas come from small companies that have nothing to lose.
18. Don’t find customers for your products, find products for your customers.
19. Direct Marketing is measured marketing. You can measure it, you can act differently. You can see what happened on Tuesday, and change what happened on Wednesday. Brand Marketing is a Cheetos commercial. Brand Marketing is the AirBnB Logo. You can't test an AirBnB logo - It's their logo. That's the way you tell a story of who you are.
20. You have no business being a marketer, unless you have empathy for people you are seeking to serve.
21. The reason it seems that price is all your customers care about is that you haven’t given them anything else to care about.
22. If you use your money to create exceptional products and services, you won’t need to spend it on advertising.
23. Thinking of product development as a series of experiments leads to stronger designs.
24. Price is what you pay.
Value is what you get.
25. "If I only had more money for marketing, I could build a brand, then everyone will come rushing to me and buy". Except, that never works.
Marketing dollars never build brands.
Product satisfaction and execution build brands.
26. Branding is not a Logo, Logo is a symbol.
The brand is not the product.
A brand is a result. It’s the customer’s gut feeling about the product, service or company. It ends up in their heads, in their hearts. A brand is your reputation.