What Steve Jobs taught me about Marketing

Over the past century, every generation has experienced a revolution in the cosmos of business.  And each awakening in technology has stemmed from a new innovation.  

In that respect, Steve Jobs is a legend.

To me (and many other business professionals in a variety of disciplines), his genius was noteworthy not only because it changed the way people live, learn, and behave, but also because of the fact that he did it multiple times across more than one decade, and particularly at the turn of a century.  

His drive to innovate was constant.

As a digital marketer, there are many critical lessons that Apple (namely, Jobs) taught me over the years about how to be a successful brand in any industry. Here are just a few of them…

Embrace Change, and Build a Culture Around it.

Yes, the Apple commercials across decades, along with other brand experiences, were nothing short of breathtaking.  But more important was the remarkably sustainable “us-versus-them” messaging.  The result was the “culting” of a brand.  

People didn’t buy Apple products - they bought into the brand’s ethos. As the rival evolved from IBM to Microsoft and now, increasingly, to Google, Apple consistently remained something more than just a company or a brand. It was a movement.

Marketing is No Longer Message or Media

Sure, these factors are certainly still key to most brands in today’s economy.  But even more important today is to make your product or service so innovative that it markets itself.  

With each product launch, Apple changed the game.  And in doing so, captured increased loyalty and boosted their brand’s revenue.  The message was great - “Think Different.”  And his products did exactly that, which only made the message stronger.

Be Genuine.

As consultant Bob Garfield recently stated in an Ad Age feature article: 

“I have written endlessly on the subject and explained it to countless audiences for decades. But here’s the strange thing: Until recently, I had failed to notice the central genius behind the Apple ethic.

It was true.

Not just shrewd, not just potent, but literally true. So admirable was the advertising for understanding the iconoclastic psychology of the audience and for flattering random graphic designers as heroic subversives, I never noticed that the positioning was rooted in reality. Steve Jobs was a bona fide liberator. A revolutionary. A visionary leader.“  

Now that I’ve shared the acumen given to me, feel free to chime in.  What are some of the things this digital genius taught you?

(Source: branditlikebarker.com)

It’s Time to “Tee Up” on Your Digital Experience

At this very moment, the biggest, most legendary ad agency in your city… is losing clients. And their biggest client, losing its lion’s share. Brands that once ruled the galaxy - are now light years behind the pace. With teams made up of world-class aces in each discipline, how did this happen?

Conventional wisdom might suggest that this is a fluke. That these brands should be thriving. 

But the digital cosmos is anything but conventional.

And like many NCAA championship teams have shown in the past, nimble “T-shaped” talent is the make up a dominant team. They build on their own unique skill set by learning the role that each team member plays. 

Here, T is the shape of synergy. Great players on an even better team.

THE NEW MARKETER IS “T-SHAPED”

I recently met with the VP of Interactive at an esteemed agency. Like too many of the big city ad clans, the company is now rapidly seeking “interactive” creatives - due to what is clearly lost business on the digital front to the new wave of more nimble, scrappy hybrids. Places where everyone contributes. Everyone has ideas. And everyone…is creative.

After our introductions and dry humor riff raff, we began discussing the firm’s culture. He told me about the 2 types of successful marketers today:

1. Those who learn multiple disciplines, and do each of them well
2. The true linchpins that hammer home one focus, and that is where she dedicates her career

The second, he told me, is what they were interested in. And the former, nothing more than generalists who will never be great at any particular skill.

As a more “T-shaped” creative and digital strategist, I question the VP’s stance on this issue. Especially when the firms that are taking his clients are made entirely of professionals in the first category he mentioned.

Mr. Glib clearly missed one key “class” of marketer - the one who has a specialty, and builds upon it. To quote the industry-revered creative Luke Sullivan:

“Today’s most successful creatives are a sort of hybrid, capable of expert contributions in their chosen fields of art direction or copywriting, but fluent enough in other digital disciplines to collaborate effectively, occasionally even executing things on their own. 

The new creatives have both depth and breadth and today their job description isn’t “writing or art directing cool ads and TV spots.” It’s bigger. Your job is to create entertaining or useful experiences for your clients’ brands. That might involve an ad; it might not.”

There are several reasons for the tight correlation between being T-shaped and success in digital marketing. But here are just a few…

1. IT IMPROVES YOUR GAME

There will never be a “best-at-everything” marketer, digital or traditional. Everyone has a specialty. A niche. You know the subjects close to your raison d’etre, and by learning them, you’ll only get better.

Knowledge of strategy = more effective tactics

With knowledge of the target, you have better aim. Knowing your competition gives you a better game plan. And in an industry that now demands better products, better service, and better business ideas altogether, you can even build a better weapon.

2. IT GIVES YOU A BETTER LONG BALL 

If you’re a creative, then you knew this already. In fact, I know a few non-digital creatives who possess acumen in design, psychology, and brand strategy that would impress most. And they’re irreplaceable linchpins, all of them.

To move up and become a Creative Director, you have to know (and know well) the games of art and copy. And once you’re there, knowledge in project management, collaboration, consumer behavior, and team leadership had better be in your repertoire if you plan on staying there.

Digital takes “T-shape” demand to a whole new level. Web analytics, User Experience, Usability, Information Architecture, and Content Strategy are all key ingredients to success. And not just to one specific team member.

Most important: if you’re a freelancer, you can increase your capabilities. And your revenue.

3. YOUR TEAM (AND CLIENTS) WILL APPRECIATE IT

There’s nothing worse than a research/strategy/designer/writer team that delivers work separately. Designers appreciate those who speak the language. And strategists hate the creatives who execute tactics to win awards, or “promote the importance of art” in advertising.

They label them as granola nerds. Heady blow-hards. And they’re right.

“T” is NOT Shape of the Future

It’s the shape of now. In an industry that requires constant shifts and nimble minds, focused digital specialists are often blinded by their one expertise. They can’t spot new opportunities or, worse, can’t anticipate the slow demise of a niche. And even if they do, adaptation is difficult and unyielding to those with all of their eggs are in one basket.

To those who wish to build on their skill set, move forward, create change and make a difference, you’ve reached your crossing. 

Creativity vs. Strategy: The Case of Henry Ford

For too long in this business, there has been massive confusion on the definition of a “creative.” And with it, a refusal to believe that anyone other than a “creative” could actually be creative.
Thanks to companies like Apple, IDEO, and even as of late - Miracle Whip, we’ve seen brand and product strategies that are not only creative - they’re innovative (which is where creativity meets profitability).

But these aforementioned examples are far from the inventors of innovation. In fact, Seth Godinand other marketing leaders have pointed out (on multiple occasions) that the first brand to stand for something…was actually an 18th century potter.



For the sake of moving closer to cultural relevance, let’s give an example that everyone knows - Mr. Henry Ford.

“If I had asked people what they wanted, they would have said faster horses.” 

Ford wasn’t a glib, wise-talking “Not so Mayo” ad man. He simply had an idea…to change the game.

Not to take a mediocre product and run an uber-clever campaign, with humor and celebrity personalities. No. His product was his marketing. And it’s campaign…a revolution.

His idea, and his thinking (with the exception of the assembly line), look very similar to much of the marketing advice you see today. Here are a few quotes to prove it.

In summary, don’t blame your agency for not being “creative” enough. Blame yourself. And your not-so-spectacular, “me-too” product. And agencies…stop limiting your ideas to just clever campaigns.

Help your clients change the game.

(Source: branditlikebarker.com)