One new story is the one relating to Mike Markkula. Markkula was a marketing expert that early venture capitalists recommended to Jobs. At the time (late 1970s during the Apple II days), Markkula was only thirty-three and retired after working at Fairchild and Intel. He taught Jobs marketing and sales - - he emphasized that you should never start a company with the goal of getting rich. Your goal should be making something you believe in and making a company that will last.
Markkula wrote his principles in a one-page paper titled "The Apple Marketing Philosophy" that stressed three points. The points were:
- Empathy - - an intimate connection with the feelings of the customer. "We will truly understand their needs better than any other company."
- Focus - - "In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities."
- Impute - - people form an opinion about a company or product based on the signals that it conveys. "People DO judge a book by its cover." "We may have the best products, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them is a creative manner, professional manner, we will impute the desired qualities."
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