The Two Words Steve Jobs Hated Most

Honestly I still marvel at the people who idolize Steve Jobs accomplishments. As an human resources expert helping companies actually engage their people I have never met one HR person or owner who would have hired a Steve Jobs. They do everything possible to de-radicalize their innovation and customer service programs. Hiring people who are bland accentuating vanillasim.

This article below by Kyle Russell on marketing and branding is much more. It is creating a culture filled with passion whose singular objective is to use speed to out wit and compete.

Take, for instance, this new interview with former Apple VP of Worldwide Marketing Communication Allison Johnson.

According to Johnson, the two most “dreaded, hated” words at Apple under Steve Jobs were “branding” and “marketing.”

“In Steve’s mind,” she recalls, “people associated brands with television advertising and commercials and artificial things. The most important thing was people’s relationship to the product. So any time we said ‘brand’ it was a dirty word.”

On the subject of marketing, Johnson says that “marketing is when you have to sell to somebody. If you aren’t providing value, if you’re not educating them about the product, if you’re not helping them get the most out of the product, you’re selling. And you shouldn’t be in that mode.”

Wait a second. Isn’t marketing what Apple does best? How can the head of worldwide marketing at Apple claim that marketing was dirty word in the company?

Read more via The Two Words Steve Jobs Hated Most | Entrepreneur.com.

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About

Jim Woods is president of The Jim Woods Group. A management consulting firm. Go here to see his work www.jimwoodsgroup.com. He advises and speaks to organizations large and small on how to increase top line growth in times of uncertainty and complexity. Some of his speaking and consulting clients include: U.S. Army, MITRE Corporation, Pitney Bowes, Whirlpool, and 3M. See more at his website www.jimwoodsgroup.com.

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