Apple's Innovation Strategy - Innovation eBook & Process

How does Apple, the #1 innovative company in the world, innovate and create game-changing innovations such as the iPod, iTunes, iPhone, iPad and more? What is Apple's secret recipe for innovation success?

What is Apple's Innovation Strategy? Download these Apple Innovation eBook insights and learn to be like Apple... like Steve Jobs, the innovator and CEO of Apple. The eBooks has been revised in 2011, and contains Steve Jobs interview.

"There's an old Wayne Gretzky quote
that I love. 'I skate to where the puck
is going to be, not where it has been.'
And we've always tried to do that at
Apple. Since the very very beginning.
And we always will." -Steve Jobs

Apple innovates through:
• Creativity and Innovation
• Innovation in Products
• Innovation in Business Model
• Innovation in Customer Experience
• Innovation and Leadership
• Steve Jobs

This Apple Innovation Strategy ebook provides insights, strategy, best practices, facts and much more...

Apple has built an Innovation Factory – one that harnesses creativity in its people, stimulating new ideas, and launching successful, profitable new innovations... Apple leverages its diverse culture, innovation processes, partners and networks to seize the new opportunities in the marketplace and grow its business...exponentially…

How did Apple do it?
• Increase revenue more than 400% in 8 years…
• Increase net profit more than 650% in 8 years…
• Increase market cap more than twenty times to over $170 billion and
counting…


How does Apple, the #1 innovative company in the world, innovate and create game-changing innovations such as the iPod, iTunes, iPhone, iPad and more? What is Apple's secret recipe for innovation success?

Download Apple's Innovation Strategy and Learn how Steve Jobs made Apple the #1 Innovative company in the world.

Download Now

About the author:
Sanjay Dalal is an innovator and entrepreneur with over fifteen years of leadership experience in Silicon Valley and High Tech companies. Dalal authored and launched the Innovation Faculty eBook and Definitive Guide on Creativity and Innovation in business in 2008, used by over 650 leading organizations and professionals all over the world including HP, Hallmark, Cleveland Clinic, Pepsi, EDS, TATA, and major universities. Dalal published over 200 articles in the last two years on the real-time state of innovation in business at this blog on Creativity and Innovation Driving Business, and introduced the Innovation Index in December 2006 that correlates business, innovation and stock performance. Dalal filed joint U.S. Patent on "Hands-On Labs" for delivering live, hands-on training over Web Meetings by simulating a training lab environment. Dalal has launched innovative products such as WebEx Training Center and WebEx Sales Center to market, and grown product line revenue to tens of million dollars in annual revenue. Dalal holds executive certification on Leading Management Teams from Cornell University, and is an engineering scholar graduate in Computer Engineering from The University of Texas at Austin. Dalal attended Arizona State University for graduate education in Computer Science. Dalal is the CEO & Founder of OGoing Inc., small business social networking community.

Innovation eBook is brought to you by Creativity And Innovation Driving Business based in Irvine, CA.

Address:
7545 Irvine Center Dr., Suite 200, Irvine, CA 92618
Main Phone #:
1-949-288-6880 (call-in only)

Apple Innovation Leadership - Innovation Quadrant

Apple Innovation Leadership - Innovation Quadrant

How does Apple, the #1 innovative company in the world, innovate and create game-changing innovations such as the iPod, iTunes, iPhone, iPad and more? What is Apple's secret recipe for innovation success?


What is Apple's Innovation Strategy? Download these Apple Innovation eBook insights and learn to be like Apple... like Steve Jobs, the innovator and CEO of Apple.


"There's an old Wayne Gretzky quote
that I love. 'I skate to where the puck
is going to be, not where it has been.'
And we've always tried to do that at
Apple. Since the very very beginning.
And we always will." -Steve Jobs

Apple innovates through:
• Creativity and Innovation
• Innovation in Products
• Innovation in Business Model
• Innovation in Customer Experience
• Innovation and Leadership
• Steve Jobs

This Apple Innovation Strategy ebook provides insights, strategy, best practices, facts and much more...

Apple has built an Innovation Factory – one that harnesses creativity in its people, stimulating new ideas, and launching successful, profitable new innovations... Apple leverages its diverse culture, innovation processes, partners and networks to seize the new opportunities in the marketplace and grow its business...exponentially…

How did Apple do it?
• Increase revenue more than 400% in 8 years…
• Increase net profit more than 650% in 8 years…
• Increase market cap more than twenty times to over $170 billion and
counting…

The Apple Innovation eBook has been revised in 2011, and includes new insights, iPad innovation, Steve Jobs interview and more!

Download Apple's Innovation Strategy and Learn how Steve Jobs made Apple the #1 Innovative company in the world.

Download Now

About the author:
Sanjay Dalal is an innovator and entrepreneur with over fifteen years of leadership experience in Silicon Valley and High Tech companies. Dalal authored and launched the Innovation Faculty eBook and Definitive Guide on Creativity and Innovation in business in 2008, used by over 650 leading organizations and professionals all over the world including HP, Hallmark, Cleveland Clinic, Pepsi, EDS, TATA, J&J, Pepsi and major universities. Dalal published over 200 articles in the last two years on the real-time state of innovation in business at this blog on Creativity and Innovation Driving Business, and introduced the Innovation Index in December 2006 that correlates business, innovation and stock performance. Dalal filed joint U.S. Patent on "Hands-On Labs" for delivering live, hands-on training over Web Meetings by simulating a training lab environment. Dalal has launched innovative products such as WebEx Training Center and WebEx Sales Center to market, and grown product line revenue to tens of million dollars in annual revenue. Dalal holds executive certification on Leading Management Teams from Cornell University, and is an engineering scholar graduate in Computer Engineering from The University of Texas at Austin. Dalal attended Arizona State University for graduate education in Computer Science.

Innovation eBook is brought to you by Creativity And Innovation Driving Business based in Irvine, CA.

Apple Innovation Strategy - Innovation eBook, Innovation Process

How does Apple, the #1 innovative company in the world, innovate and create game-changing innovations such as the iPod, iTunes, iPhone, iPad and more? What is Apple's secret recipe for innovation success?

What is Apple's Innovation Strategy? Download these Apple Innovation eBook insights and learn to be like Apple... like Steve Jobs, the innovator and CEO of Apple.

"There's an old Wayne Gretzky quote
that I love. 'I skate to where the puck
is going to be, not where it has been.'
And we've always tried to do that at
Apple. Since the very very beginning.
And we always will." -Steve Jobs

Apple innovates through:
• Creativity and Innovation
• Innovation in Products
• Innovation in Business Model
• Innovation in Customer Experience
• Innovation and Leadership
• Steve Jobs

This Apple Innovation Strategy ebook provides insights, strategy, best practices, facts and much more...

Apple has built an Innovation Factory – one that harnesses creativity in its people, stimulating new ideas, and launching successful, profitable new innovations... Apple leverages its diverse culture, innovation processes, partners and networks to seize the new opportunities in the marketplace and grow its business...exponentially…

How did Apple do it?
• Increase revenue more than 400% in 8 years…
• Increase net profit more than 650% in 8 years…
• Increase market cap more than twenty times to over $170 billion and counting…

Download Apple's Innovation Strategy and learn to innovate, like Apple, today!! The Apple Innovation eBook has been revised in 2011, and includes new insights, iPad innovation, Steve Jobs interview and more!

Download Apple's Innovation Strategy and Learn how Steve Jobs made Apple the #1 Innovative company in the world.

Download Now

About the author:
Sanjay Dalal is an innovator and entrepreneur with over fifteen years of leadership experience in Silicon Valley and High Tech companies. Dalal authored and launched the Innovation Faculty eBook and Definitive Guide on Creativity and Innovation in business in 2008, used by over 650 leading organizations and professionals all over the world including HP, Hallmark, Cleveland Clinic, Pepsi, EDS, J&J, TATA and major universities. Dalal published over 200 articles in the last two years on the real-time state of innovation in business at this blog on Creativity and Innovation Driving Business, and introduced the Innovation Index in December 2006 that correlates business, innovation and stock performance. Dalal filed joint U.S. Patent on "Hands-On Labs" for delivering live, hands-on training over Web Meetings by simulating a training lab environment. Dalal has launched innovative products such as WebEx Training Center and WebEx Sales Center to market, and grown product line revenue to tens of million dollars in annual revenue. Dalal holds executive certification on Leading Management Teams from Cornell University, and is an engineering scholar graduate in Computer Engineering from The University of Texas at Austin. Dalal attended Arizona State University for graduate education in Computer Science.

Innovation eBook is brought to you by Creativity And Innovation Driving Business based in Irvine, CA.

Address:
111 Academy Way, Suite 100, Irvine, CA 92617
Main Phone #:
1-949-288-6880 (call-in only)

Apple iPad ignites the Ebook readers market

"Yankee Group forecasts that the already hot United States ebook reader market is about to catch fire, sparking from $1.3 billion in revenue in 2010 to $2.5 billion by 2013.

What’s the key finding of the research and why?Yankee Group forecasts sales of eReader devices to rise from 6 million units in 2010 to a little over 19 million units sold in 2013.
Revenue from the sale of these devices will similarly catch fire, sparking from $1.3 billion in revenue in 2010 to $2.5 billion by 2013.
Additionally, by 2013 the U.S. ebook reader sales will reach 19.2 million, a CAGR of 34 percent, with 6 million ebook readers sold in 2010 alone.
The U.S. installed base of ebook readers will hit over 36 million, up from an installed base of 9 million by 2011.
Half of all consumers who indicate interest in buying an ebook reader will have bought one already, so device makers should act quickly.
"Our forecast is built around a model that factors in the effects of price elasticity, network effects and adoption risk and is loosely based on product diffusion models developed by Everett Rogers and Frank Bass." - Dmitriy Molchanov, an analyst at Yankee Group, regarding the research firm’s new study, “Yankee Group’s US EBook Reader Forecast: Kindling a Fire”

Apple (AAPL) launched the iPad on April 3, 2010... at unbelievable pricing:
"With iPad, you get all our latest innovations. And all our most advanced technologies. In one of the most revolutionary products we’ve ever created. All at a price that’s well within reach." Apple
iPad Wi-Fi 16 GB starts at $499
iPad Wi-Fi + 3G 16GB starts at $629

Pre-orders were brisk for Apple's new iPad
Neither recession nor gadget overload shall slow the mania surrounding the introduction of Apple's iPad mobile computer.
On Friday, the first day that buyers could pre-order the device (it arrives in stores next month), Apple racked up an estimated 91,000 sales in just the first six hours of availability, putting temporarily to rest the Internet's persistent "iPad fail" meme. Analysts predict the first-year sales could reach 5 million.
Engadget.com asked its tech-savvy readers whether they planned to buy an iPad, which starts at $499. The result: Nearly 19 percent of 60,000 respondents said yes; 65 percent were negative; and 16 percent clicked "What's an iPad?"

Apple Sells One Million iPads

CUPERTINO, California—May 3, 2010—Apple® today announced that it sold its one millionth iPad™ on Friday, just 28 days after its introduction on April 3. iPad users have already downloaded over 12 million apps from the App Store and over 1.5 million ebooks from the new iBookstore.
“One million iPads in 28 days—that’s less than half of the 74 days it took to achieve this milestone with iPhone,” said Steve Jobs, Apple’s CEO. “Demand continues to exceed supply and we’re working hard to get this magical product into the hands of even more customers.”
New Survey Shows Huge Wave of Apple iPad Demand Striking Amazon
A ChangeWave survey of 3,171 consumers – conducted in the aftermath of that Apple announcement (Feb 1-10) – shows a huge wave of pre-launch demand for the iPad and offers key evidence that the Apple tablet will have a major impact on the e-Reader, laptop and home entertainment markets.
Moreover, the survey shows Amazon (AMZN) and its e-Reader competitors are poised to take a big hit early on from the iPad's entry into their market.
The survey shows the Apple iPad is now poised to capture an astonishing 40% of the e-Reader market going forward in the first 90 days after its launch.

Bottomline:

According to Yankee Group, there will be at least 6 million eBook readers sold in 2010 (this survey was done before the Apple iPad announcement & launch). However, this is assuming the eBook reader market grows according to the baseline forecasts by Yankee. In all likelihood, the eBook readers market will grow much faster, rather ignite exponentially, with the introduction of iPad.

If Apple takes 40% of the U.S. market share, Apple will sell at least 2.4 million iPads in 2010 - new business worth at least $1.2 billion in the first year of launch - WOW! Apple has already sold 1 million new iPads. Apple creates a new category of devices that combine eBook readers, multi-media players, web browsers, music players, productivity apps, e-mail, business & entertainment apps & more. Apple is poised to sell at least 4 million iPads in 2010 (Apple will begin selling iPads in 9 countries in May), thereby creating yet another successful, disruptive aka "killer innovation"! Only Apple knows best how to create new businesses that grow from 0 to $1 billion plus in less than one year... this is simply AMAZING!

What does this mean for Amazon & Kindle? Would iPad relegate Kindle to second place, and deliver a knock-out punch? If history is a guide (and considering what Apple did with iPod and then with iPhone), Amazon has got to be worried... What will be Amazon's answer to the iPad? Kindle 3 better be good!

Apple's Innovation Strategy

How does Apple, the #1 innovative company in the world, innovate and create game-changing innovations such as the iPod, iTunes, iPhone, iPad and more? What is Apple's secret recipe for innovation success? What is Apple's innovation process?

― "There's an old Wayne Gretzky quote that I love. 'I skate to where the puck is going to be, not where it has been.' And we've always tried to do that at Apple. Since the very very beginning. And we always will." —Steve Jobs

Download Apple's Innovation Strategy, and learn how Apple became the #1 innovator through:
• Creativity and Innovation
• Innovation in Products
• Innovation in Business Model
• Innovation in Customer Experience
• Innovation and Leadership
• Steve Jobs

Download Apple's Innovation Strategy and Learn how Steve Jobs made Apple the #1 Innovative company in the world.

Download Now

Apple Innovation eBook - Innovation Strategy, Innovation Process

How does Apple, the #1 innovative company in the world, innovate and create game-changing innovations such as the iPod, iTunes, iPhone, iPad and more? What is Apple's secret recipe for innovation success?

What is Apple's Innovation Strategy? Download these Apple Innovation eBook insights and learn to be like Apple... like Steve Jobs, the innovator and CEO of Apple.

"There's an old Wayne Gretzky quote
that I love. 'I skate to where the puck
is going to be, not where it has been.'
And we've always tried to do that at
Apple. Since the very very beginning.
And we always will." -Steve Jobs

Apple innovates through:
• Creativity and Innovation
• Innovation in Products
• Innovation in Business Model
• Innovation in Customer Experience
• Innovation and Leadership
• Steve Jobs

This Apple Innovation Strategy ebook provides insights, strategy, best practices, facts and much more...

Apple has built an Innovation Factory – one that harnesses creativity in its people, stimulating new ideas, and launching successful, profitable new innovations... Apple leverages its diverse culture, innovation processes, partners and networks to seize the new opportunities in the marketplace and grow its business...exponentially…

How did Apple do it?
• Increase revenue more than 400% in 8 years…
• Increase net profit more than 650% in 8 years…
• Increase market cap more than twenty times to over $170 billion and
counting…

Download Apple's Innovation Strategy and learn to innovate, like Apple, today!!

The Apple Innovation eBook has been revised in 2011, and includes new insights, iPad innovation, Steve Jobs interview and more!

Download Apple's Innovation Strategy and Learn how Steve Jobs made Apple the #1 Innovative company in the world.

Download Now

If you are having download issues, send us an email at: info at innovationmain dot com

About the author:
Sanjay Dalal is an innovator and entrepreneur with over fifteen years of leadership experience in Silicon Valley and High Tech companies. Dalal authored and launched the Innovation Faculty eBook and Definitive Guide on Creativity and Innovation in business in 2008, used by over 550 leading organizations and professionals all over the world including HP, Hallmark, Cleveland Clinic, Pepsi, EDS, and major universities. Dalal published over 200 articles in the last two years on the real-time state of innovation in business at this blog on Creativity and Innovation Driving Business, and introduced the Innovation Index in December 2006 that correlates business, innovation and stock performance. Dalal filed joint U.S. Patent on "Hands-On Labs" for delivering live, hands-on training over Web Meetings by simulating a training lab environment. Dalal has launched innovative products such as WebEx Training Center and WebEx Sales Center to market, and grown product line revenue to tens of million dollars in annual revenue. Dalal holds executive certification on Leading Management Teams from Cornell University, and is an engineering scholar graduate in Computer Engineering from The University of Texas at Austin. Dalal attended Arizona State University for graduate education in Computer Science.

Innovation eBook is brought to you by Creativity And Innovation Driving Business based in Irvine, CA.

Address: 8105 Irvine Center Dr., Suite 900, Irvine, CA 92618
Main Phone #: 1-949-288-6880

The Innovation Bootcamp Jumpstarts Business Innovation And Growth. Unlock Business Creativity, Be An Innovator! Signup Today For Workshops

Creativity And Innovation Driving Business is launching engaging online Innovation Bootcamp Workshops to Jumpstart Business Innovation and Growth starting January, 2009. Learn how the Top Innovators innovate and grow their business successfully time and again. Unblock business creativity, uncover and create game-changing innovations, and make exponential business growth a reality. Signup today for workshops beginning January 2009.

Irvine, CA (PRWEB) December 19, 2008 -- Creativity And Innovation Driving Business is launching engaging online Innovation Bootcamp Workshops to Jumpstart Business Innovation and Profits. Register Today for the Innovation Bootcamp beginning in January, 2009. Learn how the Top Innovators innovate and grow their business successfully time and again, especially during economic cycles. Unblock your creativity, uncover and create game-changing innovations, and make exponential business growth a reality.
The Innovation Bootcamp is delivered live and online using Web conference technology. You only need a computer and 90 minutes a week to engage, interact and collaborate live, at home or at your office.

The Innovation Bootcamp will help you:
1. Become an Innovator at your Organization.
2. Unleash the Creativity of your Team.
3. Accelerate the Growth of your Business.

"Innovation distinguishes between a leader and a follower. Innovation has nothing to do with how many R&D dollars you have...It's about the people you have, how you're led, and how much you get it." - Steve Jobs, Apple chief executive officer and co-founder.

The Innovation Bootcamp consists of Six Online Interactive Workshops of 90 minutes each:
1. Leading with Innovation (1 session)
    The Business Case for Innovation
    The Current State of Business Innovation
    The Disruptive Innovation Gap
    The Innovation Index - Correlating Stock, Business, Innovation Performance
    Measuring Business Innovation Success
2. Unblocking Creativity and Innovation (1 session)
    The Essential Processes and Skills
    Blocking Creativity and Innovation
    Failures Driving Innovation
    Six Ways to Find Innovation
    Cycles of Innovation
    Leadership Driving Innovation
3. Unleashing Team Innovation (1 session)
    Great Teams Deliver Great Innovations
    Ten Traits of Creative Leaders
    Seven Characteristics of Effective Teams
    Examples of Effective Teams
    Ten Principles to Unleash Team Innovation
    Unlocking Team Creativity
4. and 5. Innovation Case Studies (2 sessions)
    Learn how Top Innovators Lead with Innovation
    Topics include Co-creation, Business Models, Product and Process Innovation
    Apple - What makes it the #1 Innovative Company?
    Google's Innovation Strategy and performance vis-a-vis Yahoo  
    Netflix Versus Blockbuster - Winner Takes All.
    Toyota's Innovation Factory - Innovation Assembly Line
    Strategic Innovation at Deloitte - Edge to Core to Edge
6. Building an Innovation Factory (1 session)
    Make Innovation Happen at Your Organization
    Five Principles For Driving Successful Innovation
    Developing your Innovation and Creativity
    Create a Business Case for Innovation
    Implementing Innovation Models at Your Business
  
The Innovation Bootcamp will help you:
1. Create real strategies, tools, and techniques to unleash innovation at your organizaton.
2. Prepare you and your team to convert ideas and creativity into successful innovation.
3. Enable you to accelerate and grow your business profitably.

Who should register?
Entrepreneurs, Managers, Leaders, Marketers, Product Managers, Technologists, Engineers, Professors, Business and Engineering Professionals, Marketing Executives, Information Executives, Team Leaders, Consultants, Sales Managers, Strategists, Product Marketers, Innovators, Business Development Managers - Anyone who wants to excel at Innovation

Why I should attend?
Challenge your mind. Think different. Be innovative. Create new ideas. Increase your team innovation. Accelerate and grow your business. Become an innovator and entrepreneur. We guarantee that you will be inspired and ready after attending the Innovation Bootcamp to jumpstart new innovations at your business.

Register Today for the live, online Innovation Bootcamp. Registration is limited to only 15 attendees per Bootcamp.
The Innovation Bootcamp Schedule
The Innovation Bootcamp Workshop will be delivered live and online on the following dates and time:
2009 Innovation Bootcamps
     Bootcamp One: Wednesdays - January 7, 14, 21, 28, February 4, 11 Time: 11:30 am until 1:00 pm
     Bootcamp Two: Thursdays - January 8, 15, 22, 29, February 5, 12 Time: 9:30 am until 11:00 am
     Bootcamp Three: Fridays - January 9, 16, 23, 30, February 6, 13 Time: 11:30 am until 1:00 pm
     Bootcamp Four: Mondays - January 12, 19, 26, February 2, 9, 16 Time: 9:30 am until 11:00 am
     Bootcamp Five: Tuesdays - January 13, 20, 27, February 3, 10, 17 Time: 11:30 am until 1:00 pm
     Bootcamp Six: Wednesdays - February 18, 25, March 4, 11, 18, 25 Time: 9:30 am until 11:00 am
     Bootcamp Seven: Thursdays - February 19, 26 March 5, 12, 19, 26 Time: 11:30 am until 1:00 pm
     Bootcamp Eight: Fridays - February 20, 27 March 6, 13, 20, 27 Time: 9:30 am until 11:00 am
All times in Pacific time zone. You only need to register for one of the bootcamps. If you miss one session, no worries... you can make up a session in the next bootcamp or watch a recorded session.
An Investment Well Worth the Cost

The Innovation Bootcamp only costs $399. What does $399 give you? Live, online coaching with top innovator in the nation, ultimate Innovation eBook and pertinent materials to help you innovate at work (a $100 value), Innovation Bootcamp certificate from Creativity And Innovation Driving Business, and a paid subscription to our Business Innovation monthly report for one year (a $120 value).

You can Register by Email, Phone or Fax:
Please call us at: 1-949-288-6880 to register. Please include your name, email, phone number, address and Bootcamp number. We will send you an invoice after you register.
You only need a computer with sound card to attend the live, online workshops from your office or home. It is convenient, flexible and effective.
Contact Us today if you would like us to deliver the Innovation Bootcamp for your organization at a convenient time.

Collaboration with Top University in the Nation
"Focus on building the organizational capabilities that allow a firm to create the capacity for continuous innovation." Leonard Lane, Senior Assistant Dean MBA Programs, University of California, Irvine

Creativity And Innovation Driving Business is honored to partner with University of California, Irvine, The Paul Merage School of Business towards offering the accelerated Innovation Bootcamp as part of the Strategic Innovation Class in 2009.

About Creativity And Innovation Driving Business
The mission of Creativity and Innovation Driving Business is to provide no-nonsense insights, strategy and solutions with proven processes that drive Creativity and Innovation at your business, create real market growth and success for your products and services, and achieve market leadership. We have considerable experience and expertise in working with small, growing and established companies, various departments and distributed teams.
Creativity And Innovation Driving Business
Phone: 949-288-6880

Online: http://www.InnovationMain.com

Ten Questions with Erich Joachimsthaler - Hidden In Plain Sight - Demand-first Innovation And Growth

What do Allianz Group, Apple Inc. (NASDAQ: AAPL), Axe, GE Healthcare (NYSE: GE), BMW, Proctor & Gamble (NYSE: PG), Starbucks (NASDAQ: SBUX), and Netflix have in common? These innovators consistently and successfully bring to market winning innovations, achieve profitable new growth, and reinvent their business for the future.

Erich Joachimsthaler, founder and CEO of Vivaldi Partners, a strategy, innovation and marketing consulting company, in his newly published book - Hidden In Plain Sight : How to find and execute your company's next big growth strategy - provides us insightful answers to real questions facing businesses today: on creating successful innovations and driving profitable growth - by introducing a new methodology “demand-first innovation and growth” (DIG). Joachimsthaler purports a poignant view of the misplaced state of innovation in the broader market.

.............

Question #10: What drives Apple's innovation and growth? Is Apple better at connecting with and engaging consumers?

Erich Joachimsthaler: Apple’s innovation and growth is first and foremost driven by inner conviction about the outer world – a conviction that is manifested by Steve Jobs and largely led by him and people around him.

This conviction is about changing how consumers live around music or entertainment. It is not merely a product focus, although it might appear this way. Apple has created the transformational change that I talk about in the book, it has created the customer advantage as I define it. It has changed the way we find out about music, the way we select music, buy music, listen to music, store music and discard music – in short, it has changed how we manage music in our lives (something that is fairly important to all of us), it also has changed how we manage video, etc.

It is not merely a better experience from competitor X, but it is a transformation of our lives, a part of our lives and Apple moves on doing the same with our entire digital lives, watch the launches of iTV and iPhone.

If Apple merely would define a set of needs and wants and then seek to fulfill it, they would ask consumers what they like or dislike about the Walkman and then create a better Walkman. I think that model of need-fulfillment paradigm is NOT at the core of the Apple process. Instead, Apple develops a notion of the changing consumer landscape. Think about around 2000 or 2001, there were already some consumers who downloaded songs from Napster and Kazaa. They see how the demand landscape is changing and they develop their own thinking, what I call structured thinking, around how to create a transformative experience for consumers. They don’t rely solely on consumer input and focus groups. In the process, Steve Jobs reframes the entire opportunity space for Apple – from a computer company, to a music company (Apple happens to be now one of the largest music retailers), to be an entertainment company. You ask about connecting with consumers? What would Madison Avenue recommend you? They would say: you need to find an emotional message that creates a connection with the consumers – touting functional and emotional benefits and achieve a clear positioning relative to competitors. How would that look like? Most likely a message, communicated over TV that clearly explains the principal benefits and the reasons to believe this benefits to targeted consumers. What would a marketer recommend? He or she would recommend that Apple segments the market into those who like more noisy music versus the sophisticated music lover who perhaps listen to classic music. And if you look at what Apple did, it seems they have followed little of the standard advice from marketers or advertising professionals. Connection and engagement does not happen on the small screen, the TV set or the large screen, but it happens in the 1,440 minutes where consumers live and work and play. Engagement and connection for Apple has nothing to do with emotionalizing the difference of iPod over the Walkman or touting superior product attributes. Look at their advertisements. Their marketing program or advertising program cannot be printed on paper or shown in little films called TV or cinema spots. Their program of connecting with consumers is about the 2,000 accessories that they have licensed to Bose and other companies so that we can absorb and assimilate the iPod into our 1,400 minutes we all live every day.

The Complete Story can be found at: Creativity And Innovation Driving Business