Tag Archives: Apple

Small Fish Conquering the Big Pond || www.smallfishidea.com

7 Aug

Small Fish Conquering the Big Pond

Small Fish Conquering The Big Pond

– Simple and Remarkable Ways to Improve Your Marketing Results in a Competitive Environment
 

After almost a year of preparation, my first book is now ready to be published.

The content of Small Fish Conquering The Big Pond is about marketing, the reason I choose the title of  ‘Small Fish’ is because many local SMEs are like small fishes – swimming and striving to survive at an unknown business environment (the Big Pond).

In this book I am going to share some creative ideas and concepts about marketing, something which a business owners could easily apply. The marketing ideas would be simple buy remarkable to improve your marketing results.

Hope you enjoy reading it!!

http://www.smallfishidea.com

http://www.leikhong.com

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Selling Dream Not Product

6 Nov

iPod01

The purpose of marketing is mainly for two reasons. The first is to educate and the second is to communicate. In any product marketing, FAB is used to promote the product. F stands for Features or what the product has, A is for the Advantages or what the product can do for you while B is for the Benefits or what that means for the customer.

Let’s discussion the story of Apple, when Apple first introduced iPod to the market back in 2001, iPod is just another portable music player available in the market, it was not a new product, but was very successful because of it breakthrough technologies, beautiful design and it is very “easy to use”.  Apart from all these, another success factor of iPod was the way it was presented by Steve Jobs. During the iPod product launching conference, Jobs set the marketing tone and position iPod away from it fellow competitors.

iPod02_features

 

iPod_1000songs_in_your_pocket

 

Instead of focusing on product feature of iPod that had a 5 Gigabytes [5GB] of storage spaces (which was then a large storage capacity in year 2001, the common pen-drive storage back then was only at 1 Megabytes [1MB]). He chose another path of presentation by telling the audiences about the benefits of having such large storage capacity. Honestly, could you image how “big” is 5GB storages? No, no one can, not even an engineer. Jobs equated the technical term into a simple phase that everyone understand – “Having 1000 songs in your pocket”, which is more appealing and tangible to the customer.  And since then, iPod had change how people listen to music and together with the success of iTunes; Apple had change the music industry.

让乔布斯毕生追随的一页纸

6 Oct

Apple

1997年乔布斯重新执掌苹果后,在短短14年内,创造了企业经营史上的奇迹——苹果的净利润从1996年亏损10亿美元到2010年达到了140亿美元,市值达到了约3600亿美元。巴菲特经营了40多年的伯克希尔市值约是1800亿美元,苹果的市值竟是巴菲特公司的2倍。乔布斯不仅创造了伟大的产品,而且改变了多个行业。

通用电气的传奇CEO韦尔奇称乔布斯是世界第一CEO。那么乔布斯的管理哲学是如何形成的?有何独到之处?

从《乔布斯传》中可以看到乔布斯的管理哲学主要来自于苹果三个创始人之一的迈克.马库拉。乔布斯和沃兹、马库拉创建苹果时,马库拉与乔布斯像父子关系。马库拉把自己的管理哲学写了一页纸给乔布斯,主要是企业的使命和苹果营销三原则。

企业使命

马库拉说:“你永远不该怀着赚钱的目的去创办一家公司。你的目标应该是做出让你自己深信不疑的产品,创办一家生命力很强的公司。”

乔布斯说:“我的激情所在是打造一家可以传世的公司,这家公司里的人动力十足地创造伟大的产品。其他一切都是第二位的。当然,能赚钱很棒,因为那样你才能够制造伟大的产品。但是动力来自产品,而不是利润。斯卡利本末倒置,把赚钱当成了目标。这只是个微妙的差别,结果却会影响每一件事:你聘用谁,提拔谁,会议上讨论什么事情。”

那么企业的这两种目的在实践中到底会有什么区别呢?

乔布斯用苹果的成功证明这种哲学的成功。他说:“像IBM或微软这样的公司为什么会衰落,我有我自己的理论。这些公司干得很好,它们进行创新,成为或接近成为某个领域的垄断者,然后产品的质量就变得不那么重要了。这些公司开始重视优秀的销售人员,因为他们是改写收入数字的人(注:以赚钱为目的),而不是产品的工程师和设计师。因为销售人员成了公司的经营者。IBM的约翰?埃克斯(以及早已离开苹果的约翰?斯卡利,微软的史蒂夫?鲍尔默)是聪明、善辩、非常棒的销售人员,但是对产品一无所知。”

书中还有一个故事:微软模仿苹果的iPod失败来说明动机的重要性。在苹果的iPod推出3年后,2006年11月微软终于对iPod宣战,推出了Zune播放器,和iPod外观类似,但没有iPod轻巧。两年过去了,它的市场份额还不到5%。又过了几年,乔布斯直截了当指出了造成Zune缺乏灵感的设计和市场疲弱的原因:

“随着年龄增长,我越发懂得‘动机’的重要性。Zune是一个败笔,因为微软公司的人并不像我们这样热爱音乐和艺术。我们赢了,是因为我们发自内心地热爱音乐。我们做iPod是为了自己。当你真正为自己、为好朋友或家人做一些事时,你就不会轻易放弃。但如果你不热爱这件事,那么你就不会多走一步,也不情愿在周末加班,只会安于现状。”

企业的目的如果是为了赚钱,不仅会变得平庸,而且还会带来灾难,比如丰田事件。

2010年丰田因油门踏板和制动问题意外加速导致美国34人死亡,在全球召回超过850万辆汽车,还有丰田旗下的小丝公司涉及上千架飞机的15万个航空座椅的安全隐患等事件导致的丰田质量危机。

丰田以前一直是企业界的标杆,为什么会出现这样大的质量事故?

曾担任丰田公司驻美国高管的普莱斯(JimPress)说,公司的问题是由“以财务为导向的海盗”,而不是由创始家族造成的,这些人“没有坚持客户第一的品质”。

新接任的公司总裁丰田章男称,公司出现质量问题的一个关键原因是公司内部“一些人”过度关注市场份额和利润。这是他在评估导致丰田大规模召回汽车的产品缺陷时,迄今为止说得最重的一席话。

丰田章男特别担心高管们过分强调了2万亿日圆(224亿美元)的年营运利润目标。丰田公司在2007年3月结束的财年中超过了这个水平。这一目标不仅导致丰田公司大幅削减成本,而且开始要求提高丰田品牌汽车的溢价,尤其是在美国市场,改变了长期保持的以价值定价的策略。

丰田公司错误的战略重心扭曲了丰田在汽车制造方面的传统优先次序:首先强调产品质量和安全,销售量和成本次之。十年前丰田开始快速扩张之时,这一次序发生了改变,迅速扩大市场份额并降低成本压倒了一切。所以,企业目的的转变导致了危机的发生。

巴菲特的搭档查理.芒格在评述喜诗糖果的成功时说:“狂热追求产品的质量和优质的服务是公司业务的精髓所在。我非常欣赏今天在座的都是我们的长期客户和长期供应商。你有优秀而值得信赖的供应商,同时你也如此对待你自己的客户,这样你就成了一张无形的信任之网中的一部分。这才是全世界应该运作的方式。对于其他人来说更有示范作用。这样才是建立一个国家或者一个文明社会正确的方式。了不起的是,我们在职业生涯的早期就开始了这种合作关系,完全是出于一种基本而牢固的文化认同。这再一次证明了本?富兰克林的商业哲学,这么多年后在喜诗糖果里仍然行之有效。”

 

苹果营销三原则

第一点是共鸣。马库拉说:“就是紧密结合顾客的感受。我们要比其他任何公司都更好地理解使用者的要求。”

那么乔布斯为什么能够做出让消费者共鸣的伟大产品?

1.动机。乔布斯做企业的目的是创造伟大的产品和打造优秀的公司,而不是赚钱。如上面所述,微软之所以模仿iPod不成功,是因为动机的问题。

2.乔布斯的多学科思维。乔布斯不是艺术天才,不是技术天才。但他兼具人文与科技特质。再加上乔布斯通过禅修体悟形成的独特直觉,所以有了创造伟大产品的灵感。

3.人文主义精神。乔布斯说:“苹果之所以能与人们产生共鸣,是因为在我们的创新中深藏着一种人文精神。”

4.乔布斯的完美主义。比如在产品开发过程中,乔布斯为了完美,经常推倒重来,团队因此饱受折磨,但做出了让消费者共鸣的产品。

5.打造一流的团队。乔布斯学习奥本海默的领导方法,用一流人才做一流的产品。

第二点是专注。马库拉说:“为了做好我们决定做的事情,我们必须拒绝所有不重要的机会。”

乔布斯的一个过人之处是知道如何做到专注。“决定不做什么跟决定做什么同样重要。”他说,“对公司来说是这样,对产品来说也是这样。”

乔布斯个人非常专注,他设定优先级。把他激光般的注意力对准目标,把分散精力的事情都过滤掉。在管理中也是如此,会保留核心产品和重要事情,砍掉一切其他业务。

1997年乔布斯重新执掌苹果时,苹果的产品线非常多。员工给乔布斯解释就花了三个星期。后来乔布斯受够了,然后在白板上画了一根横线和竖线,做成一个方形四格表。在两列的顶端,写上“消费级”和“专业级”。在两行的标题处写上“台式”和“便携”。他说,就做四个伟大产品,每格一个。其他全部停止,这样将做其他项目的优秀人才和资金释放出来专攻四个产品。结果大获成功。

在苹果的百杰集思会上,乔布斯问这100人:“我们下一步应该做的十件事情是什么?”大家认真讨论后写在白板上,然后乔布斯把最后七件全部划掉,宣布:“我们只能做前三件。”

他给谷歌CEO拉里.佩奇建议时说:“要想清楚谷歌成熟以后想成为什么样的公司?现在摊子铺得到处都是,你想专注去做的五个产品是什么?把其他的都扔掉,因为会拖你的后腿,把你变成微软,导致你生产的产品符合要求但不伟大。”

人一生中最重要的是什么?巴菲特和比尔.盖茨的答案都是专注。

第三点是灌输。马库拉说:“这涉及人们如何根据一家公司或一个产品传达的信号,来形成对它的判断。人们确实会以貌取物,我们也许有最好的产品,最高的质量,最实用的软件等等。如果我们用一种潦草马虎的方式来展示,顾客就会认为我们的产品也是潦草马虎的。如果我们以创新、专业的方式展示产品,那么优质的形象也就被灌输到顾客的思想中了。”

乔布斯向约翰逊描述马库拉的名言:“一家好的公司要学会灌输。它必须竭尽所能传递它的价值和重要性,从包装到营销。”

1.苹果的产品发布会,乔布斯每次都精心准备。包括现场、道具、幻灯片等等,反复排练。乔布斯的妻子劳伦说:“每一页幻灯片他都要改上六七次。在每一次演讲前,我都会陪他准备几个晚上。”“他把每一页内容都做成三种不同风格的幻灯片,然后让劳伦选出最好的一个。”“他对此十分投入。他会把每句话翻来覆去地说,改变一两个词,再重新说一遍。”所以最终的结果是,在《乔布斯的魔力演讲》一书中,卡迈恩.加洛写道:“乔布斯的演讲往往会刺激听众大脑中多巴胺的分泌。”

2.产品包装。乔布斯说:“当你打开iPhone或者iPad的包装盒时,我们希望那种美妙的触觉体验可以为你在心中定下产品的基调。”他说:“这是迈克教我的。”

3.广告。比如经典的“1984”广告和“非同凡响”广告。

4.零售店。因为计算机行业的销售都在大型连锁商店和量贩店。而这些地方的店员都不具备苹果产品的基本知识,也没有意愿去为顾客解释产品的独特性能,在商店购买苹果产品的体验并不好。乔布斯说:“除非有办法在商店里就把我们的理念传达给顾客,否则我们就完蛋了。”所以,乔布斯决定自己做零售店。不过零售业很难经营,计划并不被董事会和外界看好,但乔布斯精心筹备的零售店一推出就获得了空前成功。2004年苹果零售店的收入达到12亿美元,突破了10亿美元的量级而创下了零售业的新纪录,给顾客带来了卓越的消费体验。

在苹果创始之初,迈克.马库拉用一页纸写下了管理中最重要的东西,为苹果奠定了基石。乔布斯后来不断的实践和完善,用自己的行动证明了这些原则的永恒价值,缔造了伟大的产品和伟大的公司。

 

A New Toy

15 Aug

I have been always a big fans to Apple, to be precise is I am a huge fans of Steve Jobs.

Every since my first encounter in 2009 on Youtube about the 2005 Stanford Commencement Address by Jobs, i had been playing a close attention on Jobs and Apple. Even very much I was amazed on how Apple’s products had change the world, and many of my close friends are Apple users, i eventually only came across the first Apple product by 2010. Where Coach Radin handed me his iPod Classic full with audiobooks which required i to listen and study.

Only then i have a strong feeling on how creative and beautiful a MP3 player can be (iPod anyway is just a high-class MP3 player; it is too an expensive one); but the design is just gorgeous, you really don’t want to let go once you have it in your hand.

When Apple launched iPhone5 last end of last year, i knew it is about time i retired my Blackberry phone. Not because my Blackberry is malfunction; but the memory and RAM are too few for more Apps to be installed into the phone. As a social media coach myself, i need to have much more varieties in Mobile Apps selection. Which iPhone5 just fit the picture.

Being a PC/Windows user all my life and being familiar with all the software and functional keys of Microsoft Windows, will i get familiar with a Mac machine? I have been carrying my Acer Laptop for the last 3 years, it is a good laptop; some of set-backs for this machine are the battery operating time only lasted me an hour+, every-time i used the laptop, power charges must be prepared and standby. The sound of the speaker is really soft, it hardly can be heard, worst of all it is really heavy. But i was in a dilemma which i upgrade my laptop towards a Ultrabook instead (since i have been giving Ultrabook training with Intel) or i should get myself a MacBook Air (it is much expensive compare to any Ultrabook with a similar specs).

But being huge fans of Jobs, i decided to get myself a MacBook Air and here I am typing this blog post using it. The experiences of using this machine for the last couple of weeks were simply amazing. The battery life can last up to 8 hrs on full capacity, the display is excellent fine and most important it is really light.

MacBook Air

MacBook Air

Steve Jobs by Walter Isaacson

8 Nov

Based on more than forty interviews with Jobs conducted over two years–as well as interviews with more than a hundred family members, friends, adversaries, competitors, and colleagues–Walter Isaacson has written a riveting story of the roller-coaster life and searingly intense personality of a creative entrepreneur whose passion for perfection and ferocious drive revolutionized six industries: personal computers, animated movies, music, phones, tablet computing, and digital publishing.

At a time when America is seeking ways to sustain its innovative edge, and when societies around the world are trying to build digital-age economies, Jobs stands as the ultimate icon of inventiveness and applied imagination. He knew that the best way to create value in the twenty-first century was to connect creativity with technology. He built a company where leaps of the imagination were combined with remarkable feats of engineering.

Although Jobs cooperated with this book, he asked for no control over what was written nor even the right to read it before it was published. He put nothing off-limits. He encouraged the people he knew to speak honestly. And Jobs speaks candidly, sometimes brutally so, about the people he worked with and competed against. His friends, foes, and colleagues provide an unvarnished view of the passions, perfectionism, obsessions, artistry, devilry, and compulsion for control that shaped his approach to business and the innovative products that resulted.

Driven by demons, Jobs could drive those around him to fury and despair. But his personality and products were interrelated, just as Apple’s hardware and software tended to be, as if part of an integrated system. His tale is instructive and cautionary, filled with lessons about innovation, character, leadership, and values.

My review:

it took me a week plus (with average 2hrs per day) to finish reading this book. 

It was not the Mac or iPhone that caught my attention over Apple; but it was the commencements speech that Steve Jobs delivered at Stanford College. It was just a coincident when i was browsing through the web couple of year back when i found the video on Youtube. This video just simply blow me away on how Jobs really can tell good stories (with a lot of wisdom within).

The more i learn about Jobs and Apple, more interest towards them grow in me. I was really keen to know how a geek like him could founder Apple Computer back in the 70s. How he was kicked out from the company his founder & what do his do next? And coming back to Apple in 1997 to save Apple from a near bankruptcy and turned it into legendary icon. Launching beautiful products literary changes the how the industry do business.

Mac – how computer should look like
iPod – how people listen to music
iPhone – reinvented the mobile phone industry
MacBook Air – now it become a new standard and trend of laptop 
iPad – the beginning of post PC era

if you like to learn more about Apple and Jobs…this book is a good read.

Aside

A Collection of Inspirational Steve Jobs’ Quotes

9 Dec

In this roundup, we’ve collected 60 of the most inspiring Steve Jobs quotes.
Thank you Steve.
“Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.” – via
“Being the richest man in the cemetery doesn’t matter to me … Going to bed at night saying we’ve done something wonderful… that’s what matters to me.” – Wikiquote, as quoted in The Wall Street Journal (Summer 1993).
“Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected.”
“I was worth over $1,000,000 when I was 23, and over $10,000,000 when I was 24, and over $100,000,000 when I was 25, and it wasn’t that important because I never did it for the money.”
“My job is not to be easy on people. My jobs is to take these great people we have and to push them and make them even better.” – All About Steve Jobs
“You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.” – Inc. Magazine
“That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works” – New York Times, The Guts of a New Machine, 2003
“Why join the navy if you can be a pirate?” – As quoted or paraphrased in Young Guns: The Fearless Entrepreneur’s Guide to Chasing Your Dreams and Breaking Out on Your Own (2009) by Robert Tuchman
“Innovation distinguishes between a leader and a follower.” – via
“So when a good idea comes, you know, part of my job is to move it around, just see what different people think, get people talking about it, argue with people about it, get ideas moving among that group of 100 people, get different people together to explore different aspects of it quietly, and, you know – just explore things.” – CNNMoney
“We don’t get a chance to do that many things, and every one should be really excellent. Because this is our life. Life is brief, and then you die, you know? And we’ve all chosen to do this with our lives. So it better be damn good. It better be worth it.” – Fortune
“Almost everything–all external expectations, all pride, all fear of embarrassment or failure–these things just fall away in the face of death, leaving only what is truly important. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.” – Steve Jobs’ Stanford Commencement Address
“Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently — they’re not fond of rules… You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things… they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do.” – Think Different, narrated by Steve Jobs
“In most people’s vocabularies, design means veneer. It’s interior decorating. It’s the fabric of the curtains of the sofa. But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a human-made creation that ends up expressing itself in successive outer layers of the product or service.” – Fortune
“Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma – which is living with the results of other people’s thinking. Don’t let the noise of other’s opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.” – Steve Jobs’ Stanford Commencement Address
“I’m the only person I know that’s lost a quarter of a billion dollars in one year…. It’s very character-building.” – Wikiquote, as quoted in Apple Confidential 2.0: The Definitive History of the World’s Most Colorful Company (2004) by Owen W. Linzmayer
“I’m as proud of what we don’t do as I am of what we do.” – Businessweek
“Quality is more important than quantity. One home run is much better than two doubles.” – Businessweek
“It’s rare that you see an artist in his 30s or 40s able to really contribute something amazing.” – Playboy interview, 1985
“Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?” – Steve Jobs’ famous question to John Sculley, former Apple CEO