Linked by Thom Holwerda on Fri 23rd Mar 2012 15:09 UTC
PDAs, Cellphones, Wireless I'm currently reading Jerry Kaplan's excellent book "Startup: a Silicon Valley adventure". In this book, Kaplan, founder and CEO of GO Corp., details the founding, financing and eventual demise of his highly innovative company, including the development and workings of their product. What's so surprising about this book is just how timeless it really is - the names and products may have changed, but the business practices and company attitudes surely haven't.
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It not soo much that they get drawn in, it is because they believe in what Apple do as a company.

about 4 minutes plus is where it gets interesting.

I say "drawn in" is a better description because if they believe in what a for-profit company does, then they've bought the sales pitch. The company doesn't, in return, care about its customers in the same way. So to "believe" in a company is being "drawn in".

I can, say, believe in what Medicins Sans Frontiers do. I can believe in what TED does. I can even say I believe in what IBM does - at most for their fundamental scientific research. But Apple? Believing in a company whose sole output are overpriced shiny trendy gadgets? When it's that kind of belief, that automatically qualifies as being "drawn in".

Please note that by "drawn in" I don't mean "taken for suckers", although a sizeable portion of Apple buyers are suckers. People are allowed to like Apple products, but once they make it out to be a reason to support a company beyond paying for stuff, that's being "drawn in".

* I think the TEDx speaker tries too hard to make a strong case out of a weak correlation. The talk does suggest something though - the "inspiration" that generates "belief" - is a marketing ploy by Apple. Nothing more. Nothing less. He says, right around the 4 minute mark, that is why Apple is so good. They reverse the common marketing sales pitch. However - it is still a sales pitch. Believing in something that is ultimately a sales pitch is being drawn in.

Edited 2012-03-23 18:35 UTC

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