Steve Jobs “Got it”... Will You?

“Authentic”. “Relentless Passion”. These are some words the panelists used to describe Steve Jobs during the iKC session “The Communication Secrets of Steve Jobs: Mastering the Message”. The four panelists (speakers from Trozzolo Communications, KEM studios, Meers Advertising and Fleishman-Hillard) gave their ideas about why Steve Jobs was so successful in captivating his audience.

The moderator, Chris Olsen (FinditKC), brought up Apple’s innovative marketing strategy. Steve Jobs knew it wasn’t just about targeting the consumer. It was much deeper. You have to find out what drives the consumer to make these decisions and target these motives. One panelist gave an excellent example of how Apple targets consumer motives. When the iPhone 4 came out, Apple ran a commercial that promoted a new feature without talking about it, but it highlighted a relationship. This is an example of how Steve Jobs “got it”.

The panelists gave great insight to Steve Jobs’ success and how we, the entrepreneurs, can achieve our own success. Here are some things the iKC discussion left me with:

• You have to find what you're deeply passionate about. Steve Jobs found it and changed the world.
• Get to know your user. What motivates your user? Why does he or she do the things they do? It's necessary to find the answers to these questions so you can market them successfully. 
• Become an evangelist for your product. People say, "the product will speak for itself", but if you're not willing to speak for your product, why should anyone else?
• Be consistent with your brand. Apple changed up their products but they kept the same core values since the start