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).
Want to go deeper?

I'm giving away my (free) 2023 Community Playbook to help you a cult following of 1 million raving fans.

It's worth over $449.

Get it here:
Thanks for reading! Follow me @matt_gray_ for more content like this.

Recommended by
Recommendations from around the web and our community.

Selling stories is something apple is very good at. Nice thread Matt!