APPLE&

Steve JobsHow I remember him – Sam Swaminathan

“The sun is setting on the Information Society—even before we have fully adjusted to its demands as individuals and as companies. We have

lived as hunters and as farmers, we have worked in factories and now we live in an information-based society whose icon is the computer.

We stand facing the fifth kind of society: the Dream Society. …

Future products will have to appeal to our hearts, not to our heads. Now is the time to add emotional value to products and services.” —Rolf Jensen/The Dream Society:How the Coming Shift from Information to Imagination Will

Transform Your Business

The Emerging New World of Humans

The Evolution of Society

“We are in the twilight of a society based on data. As information and intelligence become the domain of computers, society will place more value on the one human ability that cannot be automated: emotion. Imagination,

myth, ritual - the language of emotion - will affect everything from our

purchasing decisions to how we work with others.

Companies will thrive on the basis of their stories and

myths. Companies will need to understand that their products are

less important than their stories.”

Rolf Jensen, Copenhagen Institute for Future Studies

Dynamics of the Competitive Landscape

The Challenge Of Industry Leadership

“The primary job of an industry leader is to

redefine and reinvent the industry to its

advantage. Otherwise you just end up

defending market share in the old game”.

Ivan Seidenberg –Verizon

Steve Jobs reinvented not one, but many industries

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Sony vs. Apple 2000 – 2011

• What were their relative positions in 2000?

• Which brand was worth more?

• What happened?

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2000 2011

APPLE SONY

$374B $19.6B

$403 $20

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The Strange Saga of Sony and Apple

APPLE SONY

MKT CAP $16B $117B

SHARE PR $11 $80

BRAND POS 49 20 [Interbrand]

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Remember 2001?

• iTUNES [January]• Mac OS X [March]• APPLESTORE [May]• iPOD [November]

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• Apple launched all these products while the technology bubble was bursting.

Remaking business

• Henry Ford Auto industry• Conrad Hilton Hospitality• Juan Trippe Global airline• Steve Jobs Music, Movies, Mobile Phones

Seeing the future

"I would rather compete with Sony than compete in another product category with Microsoft. We're the only company that owns the whole widget -- the hardware, the software, and the operating system. We can take full responsibility for the user experience. We can do things that the other guy can't do.“

- Time interview 2002

If you are wondering how to innovate, ask:

‘What would Steve do?’