The relevance revolution
[Y]ou’ve got to start with the customer experience and work backwards to the technology. You can’t start with the technology and try to figure out where you’re going to try to sell it ... And as we have tried to come up with a strategy and a vision for Apple, it started with ‘What incredible benefits can we give to the customer, where can we take the customer?’ Not starting with ‘Let’s sit down with the engineers and figure out what awesome technology we have and then [ask] how are we going to market that?’
THE BEFORE AND THE AFTER
It’s impossible to write a book on recognising opportunities to innovate and creating ideas that fly without mentioning Apple. While it might be hard to see your business story reflected in that of the most beloved and valuable company in the world (now worth a record $700 billion), and while you might be tired of seeing Apple held up as the gold standard for everything, the way Apple has innovated holds clues for every business. We are used to commentators talking about Apple as a design-driven organisation, but much of this discussion fails to highlight the ...