Apple – Sean Blake Blog

Process over tools

It’s easy to get sucked in by the latest tool, thinking it will solve a broken process.

In the 60’s, few would’ve imagined another way to advertise than through newspapers. It was the holy grail. If you weren’t there, you were nowhere.

Marketers and leaders still fall for it today. We make declarations like ‘everyone must advertise on Facebook, it’s the only way to reach your audience.’

The shiny new tool attempts to replace something more flawed in our business.

The reality is that if your team is comprised of good people, a solid process, and a remarkable product, your customers will do your advertising for you.

Smart people look beyond the latest tool and quickly see if can improve their process. Because that’s what technology is really for.

The ultimate test of design

When we design or create things, it becomes more about how it looks than what it does. Appeal over function.

The irony is that users quickly forget what looks great. But if it works and is relevant to our needs we’ll use it every day.

The goal should be ‘how can we make this relevant’, not ‘how can we make this look great?’

3 reasons Apple don’t need social media.

Their customers spread the word for them. Not only are there multiple forums dedicated to analysing every word uttered by Apple representatives, people camp out for days to get their hands on the latest release.
Apple’s keynote presentations, media statements, updates and, most importantly, buzz about new products is all the content they need. Every rumour, leaked or authentic, is published by thousands of news sites. When Apple sneezes, or just loses an iphone prototype in a bar, the world goes nuts.
Their service is quality. Many brands use their social channels to respond to feedback and support questions. Apple are great at doing this in store and in the user-supported online communities.

Image CC Martin Abegglen