10 reasons for my sympathy for Jobs. Terry O'Reilly
Terry O'Reilly , a well-known journalist writing about marketing as an art, wrote a great post on Steve Jobs's death . I propose to read in my translation with the kind permission of the author.
10 reasons for my liking for Jobs
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I was at the concert of the Toronto Symphony Orchestra on Wednesday evening, when news of his demise spread through the hall. I think it is unlikely that most viewers could hear the music in the next fifteen minutes, until they reached the meaning of what happened.
He was the greatest marketer of our generation. Not only because of their ability to create products that consumers desire, but ability to properly present them.
One day, someone said that Jobs understood the concept of “desire” better than anyone. I think this is so because I can honestly say that I wanted almost everything that he created: I have all the products of Apple.
A lot of things can be said about Steve Jobs, but here are ten facts about him that personally lead me to admiration.
10. He never used focus groups — he quoted Henry Ford: “If I asked what my consumers want, they would answer — a faster horse.”
9. He remained faithful to one ad agency - the incredible TBWA / Chiat / Day. He showed special loyalty to his main creative leader, Lee Clow. (Listen to the episode of Age of Persuasion, which is called “ Dynamic Duos, ” to see what kind of relationship they had.)
8. He offered to pay the “ 1984 ” movie out of his own pocket, when the entire board of directors was categorically against his showing. His instincts did not let him down: he said that this would be the most famous commercial of all time, and he was right.
7. Yes, he was famous for dismissing an employee right in the elevator. But as one of his colleagues said, “if your IQ was a hundred higher than most of all those with whom you talk, it would annoy you all the time.”
6. He went to the office in the morning and shouted: “all to the fields!”, And then drove all his designers to the museum to show only a small detail on one of the sculptures. Then they jumped back to the bus and returned to the office. For him, god was in the details.
5. He specifically went to the Chupa Chups factory to figure out how to make the “correct” colors in the 1998 Maki.
4. At a press conference about the iPod, he confidently described its simplicity like this: “stick it in, you'll be ready”.
3. When, after an 11-year exile, he returned to Apple, he was so horrified by what he saw that he sold all his shares, except for one - the symbolic one.
2. When he tried to lure Pepsi's company president John Scully to work at Apple, he achieved it with one simple phrase: “Do you want to sell sweet water or do you want to change the world?”
1. When TBWA / Chiat / Day showed Jobs the “ Think Different ” advertising campaign, which featured such great thinkers of the world as Einstein, Lennon and Gandhi, Jobs rejected only one thing - Steve Jobs.
Only in this one decision was he wrong.
10 reasons for my liking for Jobs
')
I was at the concert of the Toronto Symphony Orchestra on Wednesday evening, when news of his demise spread through the hall. I think it is unlikely that most viewers could hear the music in the next fifteen minutes, until they reached the meaning of what happened.
He was the greatest marketer of our generation. Not only because of their ability to create products that consumers desire, but ability to properly present them.
One day, someone said that Jobs understood the concept of “desire” better than anyone. I think this is so because I can honestly say that I wanted almost everything that he created: I have all the products of Apple.
A lot of things can be said about Steve Jobs, but here are ten facts about him that personally lead me to admiration.
10. He never used focus groups — he quoted Henry Ford: “If I asked what my consumers want, they would answer — a faster horse.”
9. He remained faithful to one ad agency - the incredible TBWA / Chiat / Day. He showed special loyalty to his main creative leader, Lee Clow. (Listen to the episode of Age of Persuasion, which is called “ Dynamic Duos, ” to see what kind of relationship they had.)
8. He offered to pay the “ 1984 ” movie out of his own pocket, when the entire board of directors was categorically against his showing. His instincts did not let him down: he said that this would be the most famous commercial of all time, and he was right.
7. Yes, he was famous for dismissing an employee right in the elevator. But as one of his colleagues said, “if your IQ was a hundred higher than most of all those with whom you talk, it would annoy you all the time.”
6. He went to the office in the morning and shouted: “all to the fields!”, And then drove all his designers to the museum to show only a small detail on one of the sculptures. Then they jumped back to the bus and returned to the office. For him, god was in the details.
5. He specifically went to the Chupa Chups factory to figure out how to make the “correct” colors in the 1998 Maki.
4. At a press conference about the iPod, he confidently described its simplicity like this: “stick it in, you'll be ready”.
3. When, after an 11-year exile, he returned to Apple, he was so horrified by what he saw that he sold all his shares, except for one - the symbolic one.
2. When he tried to lure Pepsi's company president John Scully to work at Apple, he achieved it with one simple phrase: “Do you want to sell sweet water or do you want to change the world?”
1. When TBWA / Chiat / Day showed Jobs the “ Think Different ” advertising campaign, which featured such great thinkers of the world as Einstein, Lennon and Gandhi, Jobs rejected only one thing - Steve Jobs.
Only in this one decision was he wrong.
Source: https://habr.com/ru/post/129894/
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