I realize this has little to do with the automotive world, but I believe there is a lot to learn from the success of Apple.
"A good company must impute, it must convey its values in and importants in everything it does from its packaging to its marketing."
Steve Jobs (Left) and Mike Markkula (Right)
By 1977, as Jobs and Wozniak were frenzied, taking orders for the Apple I and looking for venture capital as they developed the Apple II, the men brought on investor Mike Markkula into the business. In addition to injecting $250,000 into the company and becoming a third partner, Markkula penned “The Apple Marketing Philosophy,” a three-point call to action that has served the company well. It can also be an example for other startup businesses.
Point No. 1: Empathy
Apple should strive for an “intimate” connection with customers’ feelings. “We will truly understand their needs better than any other company,” Markkula wrote.
Point No. 2: Focus
To be successful, Apple should center its efforts on accomplishing its main goals, and eliminate all the “unimportant opportunities.”
Point No. 3: Impute
Apple should be constantly aware that companies and their products will be judged by the signals they convey. “People DO judge a book by its cover,” Markkula 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.”