The Greatest Marketing Lesson Steve Jobs Ever Taught

Why convenience is the ultimate marketing strategy

Joshua VanDeBrake
May 1 · 4 min read
Photo adapted from Mike Yukhtenko

Steve Jobs: Icon, Legend, Disruptor

Steve Jobs was the backbone of Apple. Without him, Apple would never have even existed, much less reached the heights it has. And in October 2011, we lost not only an iconic, visionary founder but an inspirational human being who changed the way billions of people do things every day.


The Three Words That Changed Marketing

In June 2011, Steve Jobs walked out onto the stage of Apple’s WWDC and gave his last keynote speech ever. In this speech, he repeated a single phrase that has always been a defining characteristic of Apple’s products under his leadership:

“It just works.”

He was, at the time, referring to the iCloud and how users never really have to interact with it. It operates silently in the background, the apps on the phone interacting with it for you. You don’t have to partition anything, you don’t have to allocate resources, you don’t have to hire a developer to set it up for you. It just works.


It All Started With an iPhone

When it came time to buy a smartphone, I naturally wanted the “cool” option — the one with a sleek design and interface, the one with intuitive user experience, the one that I’d been ogling with my friends since it came out. The obvious choice to me was an iPhone, the gold standard of smartphones.


Final Thoughts

In all of these cases, my buying decision was weighed heavily by convenience.

Better Marketing

Marketing advice & case studies to help you market…

Thanks to Niklas Göke

Joshua VanDeBrake

Written by

Marketing manager by day. Wizard the rest of the time. Ambivert. Millennial. joshvandebrake.com

Better Marketing

Marketing advice & case studies to help you market ethically, authentically, and efficiently.

Joshua VanDeBrake

Written by

Marketing manager by day. Wizard the rest of the time. Ambivert. Millennial. joshvandebrake.com

Better Marketing

Marketing advice & case studies to help you market ethically, authentically, and efficiently.

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