8 timeless marketing lessons from Steve Jobs:

Stories Sell A solid story can inspire anyone. That's why Steve Jobs instilled these core messages: • Dream big • Think different • Change the world And it works to this day.

Sell Outcomes, Not Features The iPod doesn't just play music. • It's music at your fingertips • It's an artist in your hand • It's mobile enjoyment But most famously: It's 1,000 songs in your pocket.

Represent Something Apple laid the groundwork for its values. • Impute (stand for something) • Empathy (understanding) • Focus (double down) These values propelled Apple. They gave you something to strive for (using their product).

Build True Fans Jobs knew 2 things: • Apple had an ambitious mission • His early fans were passionate and outspoken He doubled down using storytelling to build a movement. It's why: • There are thousands of Apple blogs • Lines go out the door at every launch

Product-led Marketing Apple's product creation is legendary. Jobs understood legendary brands relied on product, not marketing. Apple's culture is based on selling via their product: • Not advertising • Not packaging Apple became intertwined with product excellence.

Locate the Enemy Apple was a master of counter-positioning against the PC. They created the legendary 1984 ad: • Portrayed PC users as mindless drones • PC associated with big brother character • Apple portrayed as young, energetic and heroic

Convenience Captures the Market Notice how easy it is to use Apple products: • iCloud automatically syncs data • AirPods seamlessly connect • iPhones work out-of-box 0% friction, 100% enjoyment. Drives massive FOMO as people champion the best features Apple has made.

Paint a Picture for the Audience One of Apple's most famous ads depicts: • Martin Luther King Jr. • Muhammad Ali • Einstein Jobs called them "the crazy ones, the misfits, the troublemakers." He inspired you, to aspire to be like them (and it worked).

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8 Marketing Lessons From Steve Jobs

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