“To me, marketing is about values. This is a very complicated world, it’s a very noisy world. And we’re not going to get the chance to get people to remember much about us. No company is. So we have to be really clear on what we want them to know about us.”
(Steve Jobs in 1997)
It’s the perfect example of how incredibly well Steve got it. And he got it a long time ago.
He was talking about a very complicated, noisy world way before ‘mobile’, way before blogging, Twitter, Facebook, even before Google.
So his simple message is even more true today: it is all about values. And in todays complicated, noisy world your company will have to go to the same lengths that Steve went with Apple thinking about what it is that really matters that your clients know and remember about you. Because you will not get a chance to let them remember much about you.
So when you are next being questioned, hammered, pushed by us trying to really, really nail your message, to really get to the core – remember Steve’s words: ‘Marketing is all about value’. And we see it as our privilege and job to help companies communicate their core values. And make sure they’re being heard, in this complicated, noisy world!
Jean-Luc Vanhulst (jl@write2market.com)
