“We’re not going to get a chance to get people to remember much about us. So we have to be really clear about what we want them to know.” Steve Jobs.

Lots of people can do what you do as well as you can do it. If that’s not the case and you’re lucky enough to be the best in the world, or even better the only one in the world, then you probably won’t be for long. Plenty of other companies make good reliable computers. That’s what they are about. How Apple succeeds is by understanding and communicating what they’re not about.

“What we’re about isn’t making boxes for people to get their jobs done.” Steve Jobs

What Apple wants us to know and believe about them is that their company has a soul, that they don’t respect the status quo and that they work to help people with passion push the human race forward.

What are you not? And what do you want your customers to know?

Image Nathan Makan.