Those who get what made Steve Jobs tick understand his devotion to the customer experience.
I don’t think it’s an exaggeration to say it was his highest priority — and it went far beyond the products.
Steve believed that everything a customer sees, feels or touches is an opportunity to connect them more deeply to the brand. Absolutely everything. When he reviewed a piece that would run in a magazine, for example, he cared as much about the quality of the paper as he did the message of the ad.
Even if it was something that didn’t register with a customer consciously, he knew it was having an effect.
In all my advertising life, I’d never seen the CEO of a major company focus on so many aspects of the customer experience — from ads to packaging to retail design to tech support.
His technique was pretty darn simple: he put himself in the customer’s shoes. Continue reading →