Steve Jobs and hisexceptional ability to feel and understand the consumer.

October, 5th 2011, Steve Jobs passed away. The news spread like wildfire. The day after, we were all overwhelmed by articles, tweets, messages … stating we lost one of the most ‘charismatic’ and ‘visionary’ company leaders we have ever known. However his leadership was not very much by the book. But what exactly made him such an inspiring and aspirational personality?

First of all he was passionate and a perfectionist. He really loved his job and lived for his ideal to change the world. This fervent zeal reflected on his company, his employees and even the whole world. It is not a secret that he was extremely high-demanding, therefore expecting just the same spi-rit and dedication from his staff. But most impor-tantly his enthusiasm stimulated or even ‘obliged’ every single employee to do his very best; to be a part of the Apple story.

Secondly he dared to think different. His indomi-table curiosity steered his longing for innovation. To make a difference for people and leave his mark was the driving force of his ambition.

Steve Jobs not only innovated but also inspired his customers to start thinking about technology and the impact of certain electronic products on daily life. He was a great master in not just selling his product but also selling the brand and the accompanying image. How exactly did he, as a very courageous and visi-onary leader, contribute to the overall brand expe-rience? Jobs served as the human icon for his brand, was tied up with the brand and embodied the whole Apple story. His most aspirational character traits became the key values of Apple, drove the entire organization’s success.

His ability to really feel and understand the customer, this especially was the reason that made Apple such a big brand. Steve Jobs tried to understand his consumer. Instead of living in an ivory tower, he approached his customer and ope-ned the dialogue. He understood very well that a successful brand relationship is about brand sub-jectivity. In other words an engaged, interactive and constructive process in which the customer acts as an active co-creator of relevant meaning.

He knew like no one else how to sell dreams and not products. Products and service offerings are

not the end goal but means to grant people memorable experiences. He recognized the importance of relating to people in specific situa-tions and / or contexts, the power of personal rele-vance and tailor-made individuality which makes that brands take up a meaningful place in people’s lives.

He was a star in telling the story behind his products and mastering the message. He perfectly knew how to transfer his ideas to the world and how to inspire, engage and touch people. By playfully experimenting with brands and images, Steve Jobs was able to develop businesses and products, considered long-lost. As the world goes on searching for new opportunities and chances, we can only hope that future inventors and inno-vators will possess at least just a fraction of Jobs’ vision and enthusiasm. Steve Jobs’ story has ended and now his legend begins. We learned what an innovative vision can do. Jobs demonstrated that one person can make a big difference. But in fact everybody can make a difference. And what about you? Do you have the guts?

by Patricia VossenaarQualitative Researcher at WHY5Research

ACTUA

2011OCT