"why apple can create blockbusters?" ~ re-think: product planning
DESCRIPTION
Many companies conduct product management without product planning. They copy a product which is originally designed by other companies, and modify it. They strive to survey technology/market trends and roadmaps from leading companies/giant research firms. And they enhance the variety of functions and/or the numbers to make their spec table better. They love to swim in the ‘red ocean’. Apple is one of the companies which is carrying out product planning as well as product management. It often enters the market very late, but re-creates the market itself. Apple strives to understand what the user-experiences the customer looks for, values, and needs, and re-invents the product category to make customers’ lifestyle better. Apple loves to make her heart sing with her product.TRANSCRIPT
![Page 1: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/1.jpg)
Re-think: Product Planning~ Why Apple can create blockbusters? ~
Chikafuji, Ryu
- Version 0.9c1 -
![Page 2: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/2.jpg)
For persons who are interested in consumer products, services, and markets.
– Aug/25/2011
![Page 3: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/3.jpg)
![Page 4: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/4.jpg)
Temptation
Chapter 1
![Page 5: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/5.jpg)
The most important task is to find out:
“what user-experiences the customer looks for,
values, and needs”.
Everyone knows this, but this isn’t an easy task.
![Page 6: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/6.jpg)
Instead, many companies give an ear to the
industry’s influencers and oversee competitors,
apart from their target customers.
Influencers:- Big research firms- Oligopoly firms
CompetitorsTarget
Customers
(*)
A Company(a consumer products company)
![Page 7: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/7.jpg)
Curiously, influencers provide the vision of the
newly defined product category for their customers
– the consumer products companies.
(*) examples of influencers
![Page 8: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/8.jpg)
In fact, many influencers have global marketing
platforms to survey their customers’ potential market.
![Page 9: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/9.jpg)
The problem is that the influencers’ happiness
do not correspond with the companies’ happiness.
![Page 10: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/10.jpg)
The influencers’ happiness is to spur intense
competition in their customers’ market because
such competition brings them huge revenue.
Everybody Netbook!(with Wintel !!!)
![Page 11: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/11.jpg)
The influencers elegantly lead their
customers into intense competition.
![Page 12: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/12.jpg)
The competition makes the influencers’ hearts sing,
while the companies’ hearts are exhausted.
![Page 13: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/13.jpg)
It’s time to re-think.
![Page 14: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/14.jpg)
Re-Think
Chapter 2
![Page 15: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/15.jpg)
Many companies start from products.
They improve existing products and
make their spec table better.
Existing market Existing market
New segment
Sometimes they create a new segment.
![Page 16: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/16.jpg)
Fewer companies start from people.
They innovate new user experiences
and make the people’s life better.
Existing market Existing market New market
Sometimes they create a new market.
![Page 17: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/17.jpg)
My focus here is clearly on the latter case:
“Start from people”.
*Lots of theories, practices, consulting services are available for the former case, such as theory of
competition, product management practices, social media marketing, etc.
![Page 18: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/18.jpg)
True marketing says “These are the [user-experiences](*)
the customer looks for, values, and needs.”
– Peter. F. Drucker
(*)In the original, the term “satisfactions” is used.
![Page 19: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/19.jpg)
To find out “the user-experiences” is the starting
line for new product planning, however,
![Page 20: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/20.jpg)
“You can’t go out and ask people, you know,
What’s the next big thing?”
– Steve Jobs CNN Money, Aug/03/2008
![Page 21: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/21.jpg)
“This product is ‘Innovative’” means that the
product brings far better user-experience to the
target customers.
![Page 22: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/22.jpg)
user-experience
time
Discontinuity
Conventional Products
Innovative Product
In other words, there must be discontinuity between
the trajectory of conventional products and an
innovative product in terms of “user-experience”.
Conventional trajectory(incremental improvement)
New trajectory
![Page 23: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/23.jpg)
What ordinary people can imagine is limited to
incremental improvement of existing products,
their imagination can’t go beyond this discontinuity.
![Page 24: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/24.jpg)
If I had asked people what they wanted,
they would have said “faster horses”
– Henry FordFounder of the Ford Motor Company
![Page 25: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/25.jpg)
We did market survey (around 2000) about the demand
for camera-phone; not once but four times the results
showed negative. However, nowadays, camera-phone
have become the standard.
– A comment from a marketing director (Martin Cooper’s Keynote Speech at IEEE Wescon 2005)
![Page 26: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/26.jpg)
It’s really hard to design products by focus groups.
A lot of times, people don’t know what they want
until you show it(*) to them.
– Steve Jobs
(*) From the context, “it” doesn’t mean prototype, “it” means finished product such as shown at Apple’s conference.
![Page 27: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/27.jpg)
It’s us who have to answer the question:
“What’s the next big thing?”
![Page 28: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/28.jpg)
Masaru Ibuka,photo from www.sony.net
Both Honda-san(*) and I had never started product
development from a technological point of view.
The first and foremost priority was our goal
what product we really wanted to make.
– Masaru Ibuka, co-founder of SonyQuoted from“The Soul of Monozukuri”
(*) Soichiro Honda, founder of HONDA
![Page 29: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/29.jpg)
The idea for the Walkman had come from Ibuka, who was
over 70 years old, and Morita(*), himself approaching 60
enthusiastically supported it.
Not content to rest on their laurels, both kept looking for
new ideas and strove to understand what kind of
products would meet the lifestyle needs of young people.
– Quoted from “Sony History”, www.sony.net
(*) Morita: Akio Morita, co-founder of SonySony Walkman TPS-L2 (1979)
Photo by GeorgeArthur, Wikimedia
![Page 30: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/30.jpg)
"It was very nearly fetishistic, in fact – he even had a
collection of Sony letterhead and marketing materials,"
laughs Deutschman(*). "Sony was a company that Jobs
instinctively admired and saw as model from the very
beginning.”
By Jeff Yang, "How Steve Jobs 'out-Japanned' Japan”, SF Gate
(*) Alan Deutschman, Author of "Walk the Walk", Professor at University Nevada-Reno.
![Page 31: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/31.jpg)
Steve Jobs simply described Ibuka’s way:
![Page 32: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/32.jpg)
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.
That's what we get paid to do.
– Steve JobsCNN Money, Aug/03/2008
![Page 33: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/33.jpg)
Once we are confident that “a lot of other people
are going to want it, too”, then most barriers which prevent us from innovation are removed.
![Page 34: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/34.jpg)
You may have heard the following sentences.
![Page 35: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/35.jpg)
“I requested an engineering team to implement that feature, but they said it was too difficult and too risky to do it. So, we had to abandon it. However, our competitor could do it and we are in for it now. Stupid engineering team!”
Marketers
![Page 36: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/36.jpg)
“I asked marketing guys how critical to implement that feature for our business. But they didn’t show any compelling explanations. So, we had to make it a lower-priority task. Otherwise, we could do it!Our marketing team doesn’t work at all”
Engineers
![Page 37: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/37.jpg)
Before iPhone, most manufacturers believed that it was impossible to implement a full-web browser on a mobile handset.
![Page 38: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/38.jpg)
But just less than one year after iPhone, many manufacturers released mobile handsets with a full-web browser.
![Page 39: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/39.jpg)
What does all this mean?
![Page 40: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/40.jpg)
We see a lot of similar stories in our history:
Transistor Radio, Home VTR, Walkman, Personal Computer, Megapixel Digital Camera, Full-flat CRT, Large format LCD, Broadband, Tablet PC, …etc.
![Page 41: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/41.jpg)
What does all this mean?
![Page 42: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/42.jpg)
Barriers against an innovation are not so high if we share strong confidence that“a lot of other people are going to want it, too”.
![Page 43: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/43.jpg)
This confidence fires up us to realize far better user-experience, innovative products, no matter how high the barrier may be.
![Page 44: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/44.jpg)
You know, potential ability of engineering is much higher than we expect and engineers can be more flexible if they share the confidence.
![Page 45: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/45.jpg)
Marketing, sales, logistics, legal, production, PR, IP, HR, or top managements, in whatever sections, persons in charge can be more passionate and creative if they share the confidence.
![Page 46: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/46.jpg)
The missing piece for innovation is the strong confidence that “a lot of other people are going
to want it, too”.
![Page 47: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/47.jpg)
The key to get strong confidence is the ability to understand and share the feelings of target customers, that is, “Empathy”.
empathy:the ability to understand and share the feelings of another.(Concise Oxford English Dictionary)
![Page 48: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/48.jpg)
Think about
Chapter 3
![Page 49: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/49.jpg)
It's in Apple's DNA. The technology alone is not enough.
That is technology married with the liberal arts, married
with the humanities, that yields us the result that makes
our hearts sing.
– Steve Jobs
Keynote speech, Mar/2011, from Apple.com
![Page 50: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/50.jpg)
This sentence explains about the advantage of Apple’s products, but it doesn’t explain why they can create such attractive products.
![Page 51: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/51.jpg)
The question I’d like to ask here is:
“How to create such attractive products?”
![Page 52: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/52.jpg)
The answer must be very basic and obvious.
![Page 53: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/53.jpg)
Apple has strong confidence that gets what
the customers want to buy.
![Page 54: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/54.jpg)
Apple is always striving to find out:
“what user-experiences the
customer
looks for, values, and needs”.
![Page 55: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/55.jpg)
Apple spends enough time for this task.
![Page 56: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/56.jpg)
Category Inception Apple Product Released
MP3 Player 1997 iPod 2001
MP3 Download(*) 1999 iTune Store 2003
Smart Phone 2001 iPhone 2007
Mobile App(**) 1999 App Store 2008
Netbook 2007 iPad 2010
Apple’s blockbusters
So, Apple often enters the market very late, and attractively re-defines the product which makes customers’ hearts sing as well as itself.
(*) Napster, etc.(**) NTT docomo, etc
![Page 57: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/57.jpg)
The greatest praise an innovation can receive is
for people to say,
"This is obvious. Why didn't I think of it?"
– Peter. F. Drucker
![Page 58: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/58.jpg)
Looking back from today:
The demands for iPod & iTune Store was
obvious around 1999.
The demands for “Breakthrough internet
communicator”(*) was obvious around 2005.
The demands for “big iPhone” was obvious
around 2008.
(*) Steve Jobs’s introductory words about iPhone
![Page 59: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/59.jpg)
It may sound paradoxical, but Steve Jobs says:
We do no market research. We don’t hire consultants.
![Page 60: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/60.jpg)
In the meantime, Apple has been building
a huge platform.
![Page 61: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/61.jpg)
Apple Store was launched in May 2001, five months
before the first iPod was to be released and two years
before the iTune Store was to be launched.
Apple StorePhoto by Camillo Miller, Flickr
(*)At that time, Apple's annual revenue was only $5.4 billion and loss was $25 million. There were only Notebook and Desktop computers in the Apple Stores.
![Page 62: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/62.jpg)
In 2011, Apple has 336 stores in 11 nations:
Japan: 7US: 240
Canada: 20
Australia: 12
France: 7
Spain: 2
UK: 30Germany: 5
Italy: 6
Switzerland: 3
China: 4
![Page 63: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/63.jpg)
5.8 millions people come to Apple Stores each week
and 610,000 members in “one-to-one” service.(data from ifoAppleStore.com)
One-to-one service at Apple StorePhoto by Phil Photostream, Flickr
![Page 64: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/64.jpg)
Apple has about 50,000 employees and about 30,000
of them are working at Apple Stores as full-time
employees. 60% of employees are there sharing their
vision "Enrich Lives".
(*) Gateway, now a subsidiary of Acer, had similar retailing strategy, but they didn't hire their own people, didn't own real estate. On the other hand, Apple does.
Apple StorePhoto by Camillo Miller, Flickr
![Page 65: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/65.jpg)
The only way to enrich their life is to be part of
their life.
– Ron JohnsonSenior Vice President of Retail, Apple
![Page 66: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/66.jpg)
Apple Store has become the most powerful “empathy” platform on the planet.
![Page 67: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/67.jpg)
Empathy
Chapter 4
![Page 68: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/68.jpg)
The business enterprise has two – and only these two –
basic functions: marketing and innovation. Marketing
and innovation produce results; all the rest are “costs”
– Peter F. Drucker
![Page 69: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/69.jpg)
Marketing
Empathy: [em-puh-thee] - the ability to understand and share the feelings of the
target customers; “the CORE” ability of Marketing
![Page 70: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/70.jpg)
Empathy
Imagination (feel)
Creativity (think)
Innovation (produce)
Passion (triumph)
Motivation (act)
encourage
inspire
[ref] ”Towards a Definition of Creativity”, Wisconsin Task Force on Arts and Creativity in Education
Empathy: [em-puh-thee] - the ability to understand and share the feelings of the
target customers; “the Source” of Innovation
![Page 71: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/71.jpg)
“Empathy” is the very core ability for both marketing and innovation, the two basic functions of business enterprise.
![Page 72: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/72.jpg)
Some companies have already executed drastic investment for Empathy as a system.
![Page 73: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/73.jpg)
Apple has been building a huge and stunning Empathy platform: the Apple Store.
![Page 74: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/74.jpg)
Samsung has a “Regional Specialist Program”, a very aggressive Empathy cultivation program.
(*) see http://is.gd/Eu0Gfy
This is very old program, since 1990.
![Page 75: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/75.jpg)
Dyson’s vacuum cleaner DC12,a strategic product for Japan market
Dyson’s engineers home-stayed in Japan several months to understand and share the people’s lifestyle before designing DC12.
![Page 76: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/76.jpg)
However, to build the Empathy as an effective system is not easy, especially, in this profound changing age.
![Page 77: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/77.jpg)
Life Style
Declining Birth Rate and Aging Population
Diversity & Inclusion
Sustainable Society
Later Marriage
…
Connected Society
![Page 78: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/78.jpg)
Share of Global GDP USA: 31%(2000) 18%(2015)(*1)
BRICS: 8%(2000) 23%(2015) 31%(2020)(*2)
Share of Global Cell-Phone Market(*3)
USA market: 50% (1998) 12% (2015) Asia market: 19% (1998) 50% (2015)
E7 will go beyond G7 in 2020 in terms of GDP(*4)
(*1) IMF(*2) BRICS Summit(*3) Softbank(*4) PWC
Global Economy
![Page 79: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/79.jpg)
Lifestyle changes day-to-day, market changes globally.
![Page 80: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/80.jpg)
Once again, “Empathy” is the very core ability for business.
![Page 81: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/81.jpg)
Are you being inspired through target customers?
![Page 82: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/82.jpg)
Are you cultivating your passion through target customers?
![Page 83: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/83.jpg)
Are you and your company ready for the next decade?
![Page 84: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/84.jpg)
… to be posted.
An answer will be shared here in version 1.0
![Page 85: "Why Apple can create blockbusters?" ~ Re-think: Product Planning](https://reader036.vdocuments.us/reader036/viewer/2022062511/54c1e9434a795921388b4590/html5/thumbnails/85.jpg)