This is my second blog post about Steve Jobs in just one week – and that’s not counting the content sharing on Twitter. Some of my friends are starting to think I’m obsessed with Steve Jobs, but it’s not every day a marketing genius we admire dies.
There will be a lot said of Steve Jobs for many many years to come. I guarantee you his philosophy on branding and marketing will be taught in many business schools. For those of us who have admired Jobs for decades this is no surprise. Best selling authors like Carmine Gallo have already written about Steve Jobs and I think this is just the beginning.
Below is a video I want to share with you of Steve Jobs when he returns to Apple 10 years after he was fired (from his own company.) Here is Jobs talking to Apple employees in 1997. Apple was at the verge of bankruptcy. Steve Jobs was brought back to save the company – and he did. Yes, I know he didn’t do it alone, but he was the founding leader who steered the sinking ship back to profitability to make Apple one of the most profitable companies in the world.
I encourage you to watch the video more than once. As a matter of fact, if you struggle with marketing you’ll want to watch it two or three times. Why? Because most people think marketing is about cute ads or catchy phrases or play on words. This couldn’t be furthest from the truth.
Marketing is about having something good to say, saying it well, and saying it often. But before you have something good to say, you have to have something good or “different” in the first place. So marketing is about innovation first – and that’s what Steve Jobs was a genius at.
A Word of Caution: Please don’t make the mistake of thinking the marketing message in this video is not for you because your business is different. I don’t care if you’re a chiropractor, plumber, attorney, acupuncturist, dentist, plastic surgeon, pizza baker or candle stick maker, innovation comes in many ways – and it’s actually easier than you think. For small business innovation doesn’t necessarily mean creating something new. Many times is just changing what you’re already doing to make it better or “different.”
If you enjoyed this video you’ll love this other one by Simon Sinek –> Understanding The “WHY”. Please feel free to leave your comments below.
Frank Prieto is a marketing strategist helping small business owners generate qualified leads from the internet, and convert more of them into customers, clients and patients.