Just Do It

What you, your Career or Business can learn from Apple – the Brand, Product and Phenomenon

Cornell students recently determined — from an analysis of 35 million Flickr images — that the Apple Cube on 5th Avenue is the fifth most photographed landmark in New York. Indeed, it even beat out the Statue of Liberty–and is now the 28th most popular location worldwide. (Since I could hardly believe it–that’s the inspiration for today’s story).

Around the same time, the iPad went on sale, selling a reported 300,000 units on the first day.  Indeed, Apple products are clearly more than just gadgets; the entire Apple brand is a phenomenon.

In what way are we to understand this phenomenon–Why are people drawn to the Cube? Is it something more? Is the Cube an extension of a brand that attracts an almost cult worship?

How did a simple image of an Apple gain Iconic status?

Obviously a Building, a Product or a Logo is only as strong as the brand that it identifies—and when they fuse; you’ve essentially split the atom of business—the public, your customers, your associates, partners and affiliates value you on a entirely different level and way that anybody else who does what you do–and with wildly successful brands like Apple—the admiration for them extends far and wide and does not discriminate as to any other type of company, endeavor or profession.

Apple  symbolizes greatness.

And that’s something we can learn about branding.

Of course, by doing so, one has to also understand Apple’s brilliant leader, innovator and visionary, the late great, Steve Jobs:

Dedicate yourself to your craft, stay focused, be true to your instincts and do one thing and do one thing really, really good.

To wit:

“Even today, Apple’s product lineup is relatively sparse compared to the product offerings of other companies. For example, if you want an Apple laptop, you can choose between a MacBook, a MacBook Air, and MacBook Pro.

Three models to choose from, and that’s it.  Even the names Apple chooses lend themselves to making it easier for consumers to differentiate between the different models available.

By way of comparison, there are a multitude of Sony Vaio laptops out on market, and if you want to figure out how they differ, you have to study the specs.

How else can you figure out the difference between a Sony Vaio VGN-Z550N and a Sony Vaio VGN-CS215J/R.

In contrast, the use of the words “Air” and “Pro” give potential consumers, right from the start, an idea of what the machine is, and who it’s geared for.

Apple’s simplified approach to selling computers helped re-energize the company as it forced Apple to focus on doing a few things extremely well, while not letting its talent and resources drift off in a number of different directions and projects.

That narrow focus eventually led to the development of the iMac, the iPod, and the iPhone – three products that together have helped Apple achieve record breaking financial and critical success.

Apple understands that consumer choice is great, but too much choice can easily lead to customer confusion and frustration. It’s also worth pointing out that it’s easier for companies to provide quality technical support when there aren’t 15 models of a product that technicians need to be familiar with.

When it comes to product offerings, Apple’s approach to business is a lot like that of a Basketball coach. Would you rather have a smaller team comprised of only 7 All-Stars, or a full 12 man roster with 1 All-Star, 2 above average players, 3 mediocre players, and 6 bench-warmers.”

The Dream Team wins every time, Baby!

To be sure, most of the previous and simple questions have many complex answers; but there is a certain simplicity that’s basic and universal, which drives and motivates people:

It’s not just what you are in life; it’s what you make of yourself that ultimately matters.

And a company that started out in a Garage—by its Founders Steve Jobs and Steve Wozniak—is that of that rare combination of dreams, drive, success, failure, hard work and ultimately innovation and redemption in its ultimate triumph as one of the greatest and largest corporations in the world whose products dominate the music, phone, personal computer and many more technological niches.

To be sure, the Apple Cube store–by its architect Peter Bohlin (and this year’s AIA Gold Medalist)–exquisitely refined glass box has something to do with the building’s attraction.

But if we recalibrate and reconsider this for a moment, inevitably it’s a symbol—not of cult worship, an addiction to Apple products or an homage to its founder—it’s simply, ultimately, a statement of our own individual uniqueness and that which is inside each one of us—of untapped potential which, when unleashed and unfettered, is a symbol of man’s unique spirit that anything is possible—even if circumstances may not be perfect or below optimum situations..

So, to use another successful brand motto from Nike, sometimes you have to:

Just Do It