For over 20 years I have been impressed by the products and methods of Apple and many of my business opportunities were directly connected to the innovations that came from Cupertino. When starting my company, I had to design a brochure for a big client. In the early nineties, owning a PC or Macintosh with which to create something like a brochure was rare, but I happened to know someone. I was able to pay him on an hourly basis for the usage of his Mac, and for the first time I was working with Pagemaker to do the layout. The invention of Desktop Publishing by Aldus, Adobe and Apple made my project possible and so I became an entrepreneur.
There were a great number of innovations from Apple that made things possible for our company. More importantly we were able to learn from the way in which Apple innovates. First there was the simple question “What would Apple do” if they were to create this website or shop? The team came up with answers such as “they would reduce it”, “they would focus on typography” or “they would create a marketplace around it”. Apple became a model for us in many ways.
With the introduction of the “think different” commercial, Apple was transformed as a brand. Whilst we had been fans of their products before, we became pretty much connected to the company in those days. What happened? Apple reinvented itself in a few years and came to stand for something we wanted to stand for too. With the introduction of the iPhone they delivered something huge and once again it was a whole new opportunity for us to make business.
In this spirit, What would Apple do? is a book about innovation in digital business. It’s about a different way of seeing markets. It’s about being focused on the pure essence of what you make and about working for real people in a real world rather than concentrating on target groups or statistics.
Firstly, it explains the way in which Apple sets about its creations, the communication around the brand, how to create really simple products and the business models that enabled the company to become the most valuable corporation on earth. Secondly, it is about imagination. What would Apple do if it were to create something other than PCs or iPhones? What would a kitchen look like? What would a car look like? What would a newspaper look like? It is an attempt to map the unique Apple approach outlined in Part One onto other real world products and services.
If you are looking for innovative ideas and business opportunities in the digital era, this book will inspire you.
It’s available cheaper than any other retailer here: What Would Apple Do?
Follow @DirkBeckmann