Steve JobsWe do no market research

It's not about pop culture, and it's not about fooling people, and it's not about convincing people that they want something they don’t

We figure out what we want. And I think we're pretty good at having the right discipline to think through whether a lot of other people are going to want it, too

So you can't go out and ask people, you know, what the next big thing. There's a great quote by Henry Ford, right? He said, 'If I'd have asked my customers what they wanted, they would have told me "A faster horse”

Interview for Fortune magazine

iPod Commercials

Don’t sell productsSell Membership

Focus on what people do with your product, not what your product does

Silhouettes let people imagine themselves in the scene – a trick borrowed from real state agents

Help people feel that their purchase buys them access to a very special group

www.MarketingApple.com

Marketing Apple

Never be first to marketMake something good greater

Do not define a new category: try to occupy shelf space that already exists in the prospect’s mind

No matter how arcane, focus on one thing you do better – than make that matter for people

www.MarketingApple.com

Empower early adoptersHelp your customers help you

Early adopters are eager to help you win – they’ve already chosen you

Make your products stand out: include something users can display for you

Leverage Web 2.0 – help build social networks around your product

Get early adopters to help you, but build easy-to-use pragmatic products for the late majority mass-marketwww.MarketingApple.com

Make your message memorable

Boil the story down to its syrupy goodness

Marketing success is achieved when prospects easily repeat your message to others

Lift happens when millions of people can demonstrate the value prop of your stuff

With messages, think bite size morsels, not entire meals

www.MarketingApple.com

Go one step furtherSurprise and delight your

customers

Make first-timers remember

Go the extra mile: surprise and delight customers and they will go the extra mile for you

Learn how touch museums help people share their experiences

www.MarketingApple.com

Additional literatureThe New Rules of Marketing and PR by David

Meerman Scott

World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories by David Meerman Scott