It has almost become a cliché – the way you win in business and in life is to have passion for what you do, your product, and your mission. Why, then, do we continue to be amazed by Apple’s success?
A new study covered in a recent New York Times piece attempted to explore the neuroscientific answers that might explain smartphone addiction. We witnessed this phenomenon up close and personal in “Goin’ Mobile,” as respondent after respondent admitted they were addicted to their phones.
But instead, this study showed that when it comes to iPhones, it is more about love for these devices than the addictive forces behind people’s relationships with alcohol, drugs, or sex.
And while other electronics and tech firms try mightily to upend Apple’s dominance with competing products that are cheaper, sleeker, or even different than iPhone or iPad, they often miss the driver that speaks to the true reasons why consumers love Apple devices – passion.
We saw this earlier this year in Techsurvey 7 when we asked smartphone owners whether or not they loved their devices. We suspected that beyond features, apps, and service carriers, there was something emotional going on with smartphones. And the results speak for themselves especially when you look at the Apple column. The blue bar signifies love and it’s a big reason why iPhone owners aren’t going to simply move away from their favorite device to a new competitor. (Check out the BlackBerry column if you want some insight as to why Research In Motion is in a heap of trouble.)
We’ve known this in radio forever. A new station or morning show can sign on, but loyal fans who love a competing station or a.m. drive duo aren’t just going to pick up and run across the street.
When you create things that people love – and you work hard on the consumer experience – you begin to approach what Steve Jobs had inherently understood after he dropped out of Reed College.
Take your metrics, your data, and your specs and put them in a file folder. When you positively and passionately tap into the emotional mindset of your customer, you hit it out of the park.
What brands and products do you love?
What can you create that your consumers will love?
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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