Few companies have achieved the success of Apple.
And it would be remiss of me, in a technology blog, to pass over their success without mention.
So let us begin with “The Apple Marketing Philosophy” that stressed three points:
The first, empathy, was an intimate connection with the feelings of the customer: “We will truly understand their needs better than any other company.”
Focus was: “In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.”
Impute emphasized that people form an opinion about a company or product based on the signals that it conveys. “People DO judge a book by its cover,” he wrote. “We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.”
What occurred in the success of Apple, and personal computing in general, was not merely the success of a retail product.
It was the success of a new form of communication that encapsulated and in many ways obsoleted all previous forms.
Today, our problem in regards to information is almost the antithesis of previous generations: we need trusted filters to block out the chaotic noise and reliably transmit that tiny relevent sliver of billions of voices that actually matter to each person living on the planet.
There is no possible way for any one human to know everything. It is far too much, and there is not enough time nor strength of mind and soul to absorb it all.
Previous generations struggled to receive information at all, and it was only the most powerful and responsible of all humanity that had even the approximation of a filtering problem.
In our case, we have unending oceans of information, that when one pauses to consider the sheer volume of which, is almost enough to mentally paralyze completely.
Steven Job’s work, along with many others such as Bill Gates, was the continuation of what began in the modern era with Charles Babbage. Enough time has passed since these men created the information age that it is time for new ideas and new transformations and restorations in the arena of information, technology, labor and legal entities.