We think of Apple as being the great modern-day innovators, but actually what they do is take an initial idea – more often than not one that a competitor has created – and then improve on it, based on customer needs.
Even in 2016, this is something that so many brands still fail to do.
In her book Meaningful: The Story of Ideas That Fly, Bernadette Jiwa starts one chapter with this spot-on quote from Steve Jobs.
You’ve got to start with the customer experience and work backwards to the technology. You can’t start with the technology and try to figure out where you’re going to try to sell it … And as we have tried to come up with a strategy and a vision for Apple, it started with ‘What incredible benefits can we give to the customer, where can we take the customer?’ Not starting with ‘Let’s sit down with the engineers and figure out what awesome technology we have and then [ask] how are we going to market that?’