What makes Apple tick?
With Apple’s competitors launching big time products, which are both user friendly and innovative, what is that still resists the competition? What makes legions of people to stay online for hours to buy a new Apple product, anticipate for days on an Apple launch and wait for endless periods for just a new upgrade, when they have several options among their competitors in the market?
Why Apple?
The answer is based on what has been simply codified as Simon Sinek’s Golden Circle.
Very few organizations answer to the “Why?” Why do they exist? What’s their purpose? Their belief? What makes them get out of bed in the morning? And why should anyone care?
The obvious thing is to go from the “What? To the“Why”. From the most obvious to the fuzziest. But Apple thinks, acts and communicates from inside out, defining the Why, explaining the How and simply stating the What.
For example, if Apple were like every other company, their marketing message might sound something like this:
“We make great computers.
They’re beautifully designed,
Simple to use and user friendly.
Want to buy one?”
Nayy! Not quite convincing enough to make you buy one. Is it?
Honestly that’s quite traditional in marketing. Tell people what you do, tell them how you’re different or better and expect an outcome; a sale, an offer or a purchase.
Here’s our new line of shoes,
It’s stylish and comfortable.
Come! Buy a pair.
But it’s uninspiring.
Now here’s how Apple actually communicates:
“With everything we do, we believe in challenging the status quo.
We believe in thinking differently.
The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly.
We just happen to make great computers.
Want to buy one?”
Sense the difference? Just reverse the order, starting from the why to end with the what and suddenly you are convinced to buy a computer from Apple now.
But then we’re even perfectly comfortable buying an MP3 player from Apple, a phone from Apple or a DVR from Apple. Dell came out with an MP3 player and they make quality products that are well designed too. But nobody bought one. Thinking about it now, we can’t even imagine buying an MP3 player from Dell. Why would you buy an MP3 player from a computer company? But we do it every day (with Apple).
So, as Simon Sinek puts it, “People don’t buy What you do. They buy Why you do it.”
Talking about Why we at Jetbro, do what we do. Well it’s quite simple and sound for us.
We believe in living on the edge of glory.
We believe in setting our own tides, than just riding the wave.
We believe that embracing technology is the only way out for a business to make its leaps.
And to enable that, we deliver quality that grows beyond the set standards that we chose to live by.
We are not just about technology. We are everything your business needs and more.
Come, meet us!
And while you’re at it, think about it for a second. Spend a thought. Excuse your “what” and find out what’s your “WHY?” and who knows, you could be the next Apple irrespective of what business you’re in and we just might have something to do with it!
Reference: Start With Why
Originally published at technomugs.tumblr.com.
