The Story: Apple took what most considered a commodity – cellphones – and created a new category.
How did they do that?
The Point: We already know how to do what Apple did. We just don't like to do it.
It takes imagination.
It takes guts.
It takes money.
The Resource: Apple
3 Ways To Use iPhone-style Marketing In Your Business:
1. Do what others do… in a way that is infinitely more cool.
2. Marry good function with oustanding form (packaging).
3. Fill the experience of doing business with you with pleasant little surprises.
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