Back in the days of NeXT, Steve Jobs taught me a lesson in technology advertising. As you might expect, it wasn’t very complicated. It went like this:
At that point in time, Steve had a particular need for importance. Sales of the NeXT Computer weren’t exactly on fire. The company was struggling to survive.
Steve wanted the world to believe that NeXT was a relevant force with a message that deserved notice. He had no interest in an ad that was cute or inconsequential. He wouldn’t pin his hopes on a marketing gimmick.
I can’t help but think of Steve’s direction when I see Microsoft’s advertising for its Surface tablet.
“Important” it is not. Continue reading →