APPLE and WOMM

 ………but Apple has refused to take on Microsoft in that market, preferring instead a bottom-up approach through consumers (cnet.com)

People are drawn to these brands (Apple) because they are selling their own ideas back to them (Wired.com)

Apple apparently reduces their advertising efforts, letting word-of-mouth and other press do the advertising for them…….. (arstechnica.com) 

It's not just intimate with its customers; it is loved. Its founding ethos was power to the people through technology

The company has established a "heartfelt connection" with its customers. This can take several forms, from building trust to establishing a community around a product. In Apple's case, its products are designed around people. 

 "Apple's design is people-driven." (Marketer Marc Gobe, principal D/G Worldwide)

Talk to any ‘Apple-Mac’ owner and they will rave on about the quality of the product, how user friendly the software is etc.  In fact, once you get them started, it’s hard to get them off the subject. 

Talk to a PC or a laptop owner and they say………well not much really. 

So why the difference? The quotes shown above spell it out nicely. ‘Word of Mouth approach’, ‘heartfelt connection’, ’community’, ’power to the people’, ‘selling their ideas back to them’ etc. 

It is one of the oldest ideas in business. If you can take away and solve a person’s or a company’s problems, they will love you. If you listen to them, incorporate some of their ideas into the solution, get them to test the product, reward them, they will tell their friends, colleagues, business associates, suppliers etc. 

Your customers will not only recommend you, but will also defend you against competitors attacks, suggest improvements & ideas leading to the potential development of new products. 

Which companies attract and retain the best staff? The companies that are moving forwards, exploring new areas of product development, where the customers love them, where the employee’s feedback or ideas are asked for, incorporated into the product or service and their opinions are respected?  

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