Starting with facts and figures can confuse or mislead you to the real question, why, which can be described as their purpose, belief, or cause. Companies such as Apple have used this to their advantage by gathering an almost cult like following, even though they might not have the best product. Over the years Apple has gone from just a computer company to something much bigger.
Gateway is a great example of a company who marketed what type of processer they had, what was included, and how much it was going to cost. In a 2001 commercial that Gateway produced http://www.youtube.com/watch?v=oKF20FKYsk0. Now lets compare that to Apple, a great example of a company who did the exact opposite and in 2000 they produced a commercial that had a PC talking in a robot voice to someone named Dave about how it is the year 2000 and computers are misbehaving and PC’s had no choice but to start a global economic destruction, while only Macintosh was designed to function perfectly, ending with “you like your Macintosh better than me, don’t you Dave? Dave, can you hear me Dave?”, while cutting to the iconic Apple logo and the words “Think Different”. In 2002 Gateway expanded their company into making other consumer electronics instead of just computers, including plasma TVs, digital cameras, MP3 players, and internet routers. nobody bought them because they failed to inspire people “why” they should buy their TVs. This explains why people are not only comfortable buying Apple computers but they are also comfortable buying all Apple products, iPhones, iPads, and so on. Here is an example of how Apple starts with the question “why?” and then works their way through “how?” and eventually to “what?”. “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 the products we design simple to use and user friendly. We just happen to make great computers.” Understanding how to...
Please join StudyMode to read the full document