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The Apple Marketing Philosophyβ that stressed three points. The first was empathy, an intimate connection with the feelings of the customer: βWe will truly understand their needs better than any other company.β The second was focus: βIn order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.β The third and equally important principle, awkwardly named, was impute. It emphasized that people form an opinion about a company or product based on the signals that it conveys. βPeople DO judge a book by its cover,β he wrote. βWe may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.
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