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Cut Through the Noise: Steve Jobs on Marketing

September 30, 2012


Steve Jobs discusses marketing before showing an unaired “Think Different” television commercial from 1997. Jobs had just returned to Apple following its purchase of NeXT Computer. Apple was near bankruptcy at the time but returned to profitability in 1998 with Steve again at the helm.

1) Marketing is about Value – If your customers or prospects do not see value in what you sell, then only an outrageous amount of advertising will will change their minds.

2) Cut Through the Noise – People have to pay attention to your marketing before you can tell them why they should care about your business and product.

3) Tell Your Customers Who You Are and What You Stand For – Give your customers a reason to care about you.

See Steve’s full discussion and commercial below.

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