What Apple's Secret Methods Can Teach SMEs

www.linchpinacademy.org

Apple’s Secret Method

How to use them to get more website

leads for free


Wednesday, 26 June 13


It’s FREE to think different. But will you? Applying most of Apple’s thinking to your online lead generation is also free. Again, but will you?

FREE? Really? It must be a trick.No, it’s been an open secret for sometime.

Think Different.


If you find the insights in this presentation

relevant, you will like our ’49 Questions’

eBook which you can download at our website



http://www.linchpinacademy.org



User Experience Thinking1



Products must evoke feelingsWednesday, 26 June 13


Be obsessive with user experienceWednesday, 26 June 13


Give the best customer experience you can afford.



Attention to detail


Win over sceptics

“We had to convince people who are sceptical, who don’t know our products, who don’t know what they can do with these products. When they walk into the store, there has to be an experience that allows them to see, touch, feel, use and do stuff with the MAC”

“Allen Olivo, Apple Senior Director Retail Marketing 2001 - 2003



Education, education, education

Apple got their products in front of as many people as possible. Eventually, people walked in and it allowed Apple to educate people, to show them how to use their product.



Let them try before they buyGet uninformed people to try your product so they are inclined to consider a future purchase.



Don’t let the store turn people offSay no to .... clutter, rows and rows of pile-them-high products, pushy salespeople, unknowledgeable sales people.



Build confidenceMake people feel comfortable about coming inside


It’s about getting into people’s buying decision



Apple spend hours and hours and hours over a ‘close’ button.

They would go through hundreds of different design iterations. That

kind of attention to detail means Apple can’t do a lot of things at

once. They have to do a few things really, really well.




Product Design Thinking

Design drives everything (but always influence by great user experience)

2



“Putting things together in a way that nobody has done before.” - Steve Jobs



Don’t get handcuffed to money, if you are serious about great products



Remember that I’ll be dead soon is the most important tool I’ve ever encountered to help me make the big choices in life.

Focus Thinking

“

3



“Strategy is figuring out what NOT to do”- Steve Jobs

Apple printers were killed off by Steve Jobs because they couldn’t make them great.



“We really do have a strong belief that we are building products for ourselves.” - Steve Jobs

Being the richest man in the cemetery doesn’t matter to me.

Going to bed at night saying we’ve done something wonderful, that’s

what matters to me.



“Focus is not saying yes. It’s about saying no to really great ideas” Steve Jobs rejected pleas to build a

personal digital assistant like the PalmPilot.

The Apple Newton was killed by Steve Jobs



Apple knows it is set up to do just two or three amazing things a year

Just pick one thing you can do that’s great.“

- Steve Jobs



Just pick oneSteve Jobs was invited as a guess speaker by Jerry Yang, CEO of Yahoo, to talk to his 200 top executives.

You have talented people and more money than you could possibly need. I can’t figure out though, if, you’re a content company or a technology company.

“



“The goal of Apple is not to make money but to make great products. If they are great, people will buy them and we’ll make money.” - Sir Jonathan Ive

“Focus on building great products not making money.



“Thinking” Thinking4



Apple managers don’t do anything and everything. They do what they’re good at.



Feedback: the breakfast of championsConstant feedback is how Apple churns out great products.


A-Players

• It pays to go after the best you can afford. Figure out the difference in contribution between the worst and best.

• The best can be 5 - 50 times faster, better and more innovative than the average.


Ego

• Apple don’t do egos.• Faith, beliefs, trust and

ego ... make sure you know the differences.




“Really small team work on really important projects. That is one of the advantages of being in a start-up”

- Andrew Borovsky, Apple Design Lead 2007 - 2008

Stay Nimble



Apple don’t get settled. It’s how they managed to grow big and act small like a start-up. ‘Not settled’ is a start-up’s competitive advantage over the big guys.

Settled won’t get you from to



Marketing Thinking

Simplicity. Simplicity. Simplicity.

5



iPhone had functions and features as long as your arm. Apple chose three.

• Revolutionary Phone• Internet In Your Pocket• Best iPod so far



Make messages consistent, clear, concise and repeatable



Apple’s thinking: Use them online, from search to conversion, FOR FREE.

Conversion

From search to


• Evoke Feelings: does your online experience stir your visitor?

• Educate: does your online experience educate sceptics and visitors?

• Try and they buy: does your online experience get visitors to see, touch, feel, use and do things with your product?

1. User experienceThink different about visitor experience?


• Turn off: Is your online experience cluttered, unfriendly and pushy?

• Confidence: does your online experience build visitor confidence?

• Come inside: do visitors feel comfortable coming into your website?



• Attention to detail?

• Handcuff to a spreadsheet: Are you letting finance get in the way of a great visitor experience?



• Different: Has your product been put together in a way that nobody else has done before?

• Better: Would you buy your product? Now, be honest!

• Best: Have you cut corners?

• Handcuffed: to money?

It’s beautifully made.And performs beautifully.

2. Product DesignThink different about how you have presented your product/service online?


• One Thing: are you focused on telling people the one thing that you do that’s great?

• Saying No: Have you figured out what should not be part of your online presence?

• Brilliance: Does your online presence say you are jack of all trades or master of a few?

N !

3. Focus www.linchpinacademy.org

Think different about your online presence focus?


• Money vs. Product: are you focused on making money or making a great online experience? Your focus will taint your messages.

N !

www.linchpinacademy.org3. FocusThink different about your online presence focus?


• Anything & Everything: Are you trying to make your online presence work by doing ‘anything and everything’ yourself?

• Constant Feedback: Who’s giving you feedback so you can improve your online presence?

• Are you handcuffed to money: Are you buying the best you can afford?

4. ThinkingThink different about your thinking?


• Ego: Do you have a HiPPO online presence (Highest Paid Person Opinion)

• Nimble: Do you have a nimble, start-up like online presence so you can compete with the big boys?

• Settled: Are you settled in your online ways and failing to turn your business’ potential into performance?

4. ThinkingThink different about your thinking?


• Simplicity, Simplicity, Simplicity

• The 3 C’s: are your messages consistent, clear and concise?

• Repeatable: are your message easily repeatable?

• Validate: How do you know they are all of the above? In other words, how are you validating your messages?

5. MarketingThink different about your messages? Across the board?



It’s about using great User eXperience (UX) as a way to get into the Buying Decision.

Rational• Price• Function• Feature• Reliability• Warranty

Emotional• Brand Image• Look• Touch• Fear• Feel Good



Website, social media, SEO and emails are vehicles to deliver visitor experience. Vast majority of businesses end up driving the vehicles without taking any visitors with them.

It’s not about this


Download our free eBook

49 questionsfor a cost effective

User Experience make-over











Insights and thoughts in this

presentation were inspired by

Adam Lashinsky’s Inside Apple.

Buy it




No Crapware (Steve Jobs’ favourite words)

One more thing

If you are not ready, willing and able to do great then at least be ready, willing and able to kill off your crapware.
