Time for another Steve Jobs story

Posted by on Apr 5, 2018 in Levin Consulting Blog | No Comments

Circa 1981 I was in an Apple regional dealer meeting when a dealer asked a question that Steve thought was stupid (this was a common occurrence at dealer meetings), and he started on a rant, saying “I don’t need any of you! We should have our own stores – and not count on dealers that are not 100% committed to Apple!” It was clear that Steve wanted total focus on his products and he was not getting it from the existing dealer channel – this was a theme that I heard over and over through the years at Apple meetings – and they were right! The lesson I learned from Steve was the importance of complete focus, that everything – the store look and feel, the displays and merchandising, the sales team and the advertising – everything should be in alignment, focused on driving the image and sales of the brand. No matter what the product is, one should have a near maniacal belief in the brand and product that one is selling. Focus and vision – that is the leadership example that Steve taught. I was not in complete agreement then or now about this being the only way to sell the brand (having brand exclusive stores) – I am in agreement that the brand needs to be a focus that is clear, much like the Best Buy store within a store current environment.