Tập Đọc số 1 (Feb 25, 2020) | Steve Jobs's real talent wasn't design—it was seduction Page 1 Steve Jobs's real talent wasn't design—it was 1 seduction I worked at Apple for 22 years. Here’s what Jobs taught me about how sex sells 2. _6 MINUTE READ_ _Business_ _Society and Culture_ _Technology_ _Opinion_ _Short_ By Michael Hageloh [Source Photo: Justin Sullivan/Getty Images] 1 seduction - /sɪˈdʌk.ʃən/ - The act of seducing. If something seduces you, it is so attractive that it makes you do something that you would not otherwise do. 2 sex sells - /sɛks sɛlz/ - This phrase can be expanded to "sexy people sell more things". It basically means if you exploit sexual feelings when advertising a product, you're more likely to get bigger sales. Tập Đọc số 1 (Feb 25, 2020) | Steve Jobs's real talent wasn't design—it was seduction Page 2 In the 22 years I worked at Apple, I rarely saw anyone sell anything. As a sales executive3 in the Higher Education4 division5, it was my job to convince college administrators6 and students to spend more money on an iMac than a PC. But when Steve Jobs returned in 1997, traditional selling went extinct7 in our corner of Cupertino. Jobs was a master8 salesman, but to him, selling wasn’t selling. It was seduction. ← You can scan the QR code on the left to hear this article in audio form, narrated 9 by the voices of Curio, the journalism narrating service. Jobs built on10 the ideas of Apple’s ’70s marketing legend11 Regis McKenna, who saw before anyone else did that Apple’s early computers could appeal12 to people who didn’t spend their time disassembling13 motherboards14—to students, teachers, musicians, and other creative people like me, who thought computers could be, you know, fun. 3 executive - /ɪɡˈzek.jə.tɪv/ - someone in a high position, especially in business, who makes decisions and puts them into action 4 higher education - /ˌhaɪ.ər ed.jʊˈkeɪ.ʃən/ - education at a college or university where subjects are studied at an advanced level 5 division - /dɪˈvɪʒ.ən/ - a separate part of an army or large organization 6 administrator - /ədˈmɪn.ɪ.streɪ.tər/ - someone whose job is to control the operation of a business, organization, or plan 7 extinct - /ɪkˈstɪŋkt/ - no longer existing now 8 master - /ˈmɑː.stər/ - extremely skilled 9 narrate - /nəˈreɪt/ - to tell a story, often by reading aloud from a text 10 build on something - /bɪld/ - to use a success or achievement as a base from which to achieve more success 11 legend - /ˈledʒ.ənd/ - someone very famous and admired, usually because of their ability in a particular area 12 appeal - /əˈpiːl/ - to interest or attract someone 13 disassemble - /ˌdɪs.əˈsem.bəl/ - to separate something into its different parts 14 motherboard - /ˈmʌð.ə.bɔːd/ - the main printed circuit board that contains the CPU of a computer and makes it possible for the other parts of a computer to communicate with each other Tập Đọc số 1 (Feb 25, 2020) | Steve Jobs's real talent wasn't design—it was seduction Page 3 Because of Jobs, Apple’s sales, marketing, and design teams understood consumer15 psychology better than perhaps any company in history. We knew no one likes to be sold to. People despise feeling like they’re just one more target a sales rep16 needs to make his monthly numbers, and who can blame them? That’s why, for me, selling was all about the relationship. When I called on university presidents and deans17, I first sold them on me18. Then on Apple. Finally, we talked about products. But even then, we weren’t talking about beige boxes19 and “speeds and feeds”—salesman-speak for yammering20 on about processors and memory while the customer starts looking around for sharp objects. Jobs’s genius21 insight22 was that what consumers really want technology to do isn’t crunch numbers23 or store data but transform and transport—to take them somewhere and give them the power to change something about their world. I was fortunate24 to represent a brand25 that placed design and functionality26 ahead of everything. I’ll never forget a meeting with Jobs where he was asked about the use of technology (computers) and he simply replied, “They are still too hard to use.” With that simple statement, we stopped being Apple Computer and became Apple. 15 consumer - /kənˈsjuː.mər/ - a person who buys goods or services for their own use sales rep - /ˈseɪlz ˌrep/ - (formal sales representative) someone who travels to different places trying to persuade people to buy their company's products or services 17 dean - /diːn/ - an official of high rank in a college or university, who is responsible for the organization of a department or departments 18 sell sb on sth - /sel/ - to persuade someone to buy something or give support to an idea 19 beige box (computer) - /beɪʒ bɒks/ - In consumer computer products, a beige box is a standard personal computer (PC). IBM's early desktop computers were not only beige, but were distinctly box-shaped, and most manufacturers of clones followed suit. As IBM and its imitators came to dominate the industry, these features became unquestioned standards of desktop computer design. Some industrial design critics derided them as indistinguishable “beige boxes.” 20 yammer - /ˈjæm.ər/ - to talk continuously for a long time in a way that is annoying to other people 21 genius - /ˈdʒiː.ni.əs/ - very great and rare natural ability or skill, especially in a particular area such as science or art 22 insight - /ˈɪn.saɪt/ - (the ability to have) a clear, deep, and sometimes sudden understanding of a complicated problem or situation 23 crunch (the) numbers - /krʌnʃ/ - to deal with data by performing a large number of calculations 24 fortunate - /ˈfɔː.tʃən.ət/ - lucky 25 brand - /brænd/ - a type of product made by a particular company 26 functionality - /ˌfʌŋk.ʃənˈæl.ə.ti/ - any or all of the operations performed by a piece of equipment or a software program 16 Tập Đọc số 1 (Feb 25, 2020) | Steve Jobs's real talent wasn't design—it was seduction Page 4 That understanding was the key to Apple’s turnaround27. In August of 1997, our company was on the ropes28. That year, Microsoft invested $150 million—and supported a version of Office on the Mac—to keep us alive, probably as a favor29 to Jobs from Bill Gates. Of course, we were lucky to have created a series of epoch30-defining31 products, including the iMac, iPod, and iPhone. But it’s not just the products that made Apple a trillion32-dollar business. For us, “Think Different” was more than an advertising slogan33. It was a mantra34 that defined35 our relationship with customers by inviting them to join us as part of something extraordinary36. turnaround - /ˈtɜːn.ə.raʊnd/ - an occasion when a business, plan, or system suddenly becomes successful on the ropes - /ɔn ðə roʊps/ - doing badly and likely to fail 29 favor - /ˈfeɪ.vər/ - a kind action that you do for someone 30 epoch - /ˈiː.pɒk/ - a long period of time, especially one in which there are new developments and great change 31 epoch-defining (also epoch-making) - /ˈɛpək-dɪˈfaɪnɪŋ/ - an event might be described as epoch-defining if it has a great effect on the future. 32 trillion - /ˈtrɪl.jən/ - the number 1,000,000,000,000, so one trillion is one thousand times one billion 33 slogan - /ˈsləʊ.ɡən/ - a short easily remembered phrase, especially one used to advertise an idea or a product 34 mantra - /ˈmæn.trə/ - a word or phrase that is often repeated and that expresses something that people believe in 35 define - /dɪˈfaɪn/ - to explain and describe the meaning and exact limits of something 36 extraordinary - /ɪkˈstrɔː.dɪn.ər.i/ - very unusual, special, unexpected, or strange 27 28 Tập Đọc số 1 (Feb 25, 2020) | Steve Jobs's real talent wasn't design—it was seduction Page 5 [Photo: Gilles Mingasson/Liaison] The “Think Different” aura37 enabled us to transform Apple into a luxury38 brand. We quit worrying about price and focused on delivering value39 through functionality, design, and a customer experience fine-tuned40 down to the smallest detail. For example, how many companies at the time would spend thousands of hours creating the perfect unboxing41 experience? Apple did. Incessant attention to detail is one definition of luxury. aura - /ˈɔː.rə/ - a feeling or character that a person or place seems to have luxury - /ˈlʌk.ʃər.i/ - something expensive that is pleasant to have but is not necessary 39 value - /ˈvæl.juː/ - how useful or important something is 40 fine-tune - /ˌfaɪnˈtʃuːn/ - to make very small changes to something in order to make it work as well as possible 41 unboxing - /ˌʌnˈbɒk.sɪŋ/ - the activity of taking new products out of their packaging, especially on videos on the internet 37 38 Tập Đọc số 1 (Feb 25, 2020) | Steve Jobs's real talent wasn't design—it was seduction Page 6 So, how did we seduce our customers? We had a few key tricks up our sleeves42, and I’m not talking about some wine and a little Barry White43: Music. In my book Live from Cupertino, I argue that Apple is more like a band than a company. How could it not be? From the earliest days, music was in our DNA44. Practically45 everyone who worked at Apple had a musical background46. Music infused47 the entire company, from our sales teams to our marketing, so is it any surprise that our first game-changing48 product was the iPod, followed by iTunes? We relied on the right words, rhythm, endless rehearsal49, and the orchestration50 of one Mr. Jobs to cast a spell51 over our customers. Remember those iconic52 primary-colored53 iTunes TV spots54 with young people joyfully dancing in silhouette55? We wanted to convey56 that Apple was a feeling, and nothing captured that feeling better than music. 42 have sth up your sleeve - to have secret plans or ideas Barry White was an American singer-songwriter, musician, record producer and composer. A two-time Grammy Award–winner known for his distinctive bass-baritone voice and romantic image, his two biggest hits were “You're the First, the Last, My Everything” and “Can't Get Enough of Your Love, Babe”. 44 be in sb's DNA (or be part of sb's DNA) - to be an important part of who someone is 45 practically - /ˈpræk.tɪ.kəl.i/ - almost or very nearly 46 background - /ˈbæk.graʊnd/ - the things that have made you into the person you are, such as your family and your experience of education, living conditions, money, etc. 47 infuse - /ɪnˈfjuːz/ - to fill someone or something with an emotion or quality 48 game-changing - /ˈɡeɪmˌtʃeɪn.dʒɪŋ/ - having a big effect on the conditions in an area such as business 49 rehearsal - /rəˈhɜː.səl/ - a time when all the people involved in a play, dance, etc. practise in order to prepare for a performance 50 orchestration - /ˌɔː.kɪˈstreɪ.ʃən/ - a careful arrangement of something to achieve a particular result 51 cast a spell - /kæst ə spɛl/ - If you find someone particularly interesting or captivating, it might be said that he or she has cast a spell over you with his/her charm and charisma. 52 iconic - /aɪˈkɒn.ɪk/ - very famous or popular, especially being considered to represent particular opinions or a particular time 53 primary color - /ˈprɑɪ·mer·i ˈkʌl·ər/ - one of the three colors – red, yellow, or blue – that can be mixed together in various ways to make any other color 54 primary-colored iTunes TV spots with young people joyfully dancing in silhouette - You can see those ads videos here: https://www.youtube.com/watch?v=_dSgBsCVpqo 55 silhouette - /ˌsɪl.uˈet/ - a dark shape seen against a light surface 56 convey - /kənˈveɪ/ - to express a thought, feeling, or idea so that it is understood by other people 43 Tập Đọc số 1 (Feb 25, 2020) | Steve Jobs's real talent wasn't design—it was seduction Page 7 Sensuality57. Before Apple, computers were boring. IBM, HP, and all the other PC players assumed that performance mattered more to consumers than pleasure or inspiration. They were wrong. The candy-colored iMacs released in 1998 added a sensual58 dimension59 to what was also a powerful (for the time) machine: vibrant60 colors that provoked61 smiles, a curvaceous62 teardrop shape, and that round mouse (okay, we blew it63 with that one). The iMac was a delight64 to look at and to use, and people loved it. In the tech world, beauty became as important as speed and power. Little-known fact: The candy-colored iMac shells65 became highly contentious66 in the Higher Education division at Apple. Why? University of Florida (Gator) orange is a slighter different shade67 than University of Tennessee (Volunteer) orange. As the former president of the University of Florida told me, “It’s Tennessee orange, not Gator orange.” sensuality - /ˌsen.sjuˈæl.ə.ti/ - the expression or suggestion of physical, especially sexual, pleasure or satisfaction sensual - /ˈsen.sju.əl/ - expressing or suggesting physical, especially sexual, pleasure or satisfaction 59 dimension - /ˌdaɪˈmen.ʃən/ - a part or feature or way of considering something 60 vibrant - /ˈvaɪ.brənt/ - vibrant colour or light is bright and strong 61 provoke - /prəˈvəʊk/ - to cause a particular reaction or feeling 62 curvaceous - /kɜːˈveɪ.ʃəs/ - having noticeable curves. A curvaceous woman has a body with attractive curves. 63 blow it - /bloʊ ɪt/ - to lose an opportunity to do something by doing or saying the wrong thing 64 delight - /dɪˈlaɪt/ - (something or someone that gives) great pleasure, satisfaction, or happiness 65 shell - /ʃel/ - the hard outer covering of something, especially nuts, eggs, and some animals 66 contentious - /kənˈten.ʃəs/ - causing , involving, or likely to cause disagreement and argument 67 shade - /ʃeɪd/ - a type or degree of a colour 57 58 Tập Đọc số 1 (Feb 25, 2020) | Steve Jobs's real talent wasn't design—it was seduction Page 8 [Photo: Getty] Tactility68. Jobs’s gift69 was understanding that while consumers would be satisfied with fast, reliable devices, they craved70 magic, and nothing is more magical than an enchanted71 object. Where would Harry Potter be without his wand72, or Gandalf without his staff73? Apple’s products needed to be and feel magical. The tactile experience of using an iPod or iPhone had to tactile - /ˈtæk.taɪl/ - If something is tactile, it has a surface that is pleasant or attractive to touch gift - /ɡɪft/ - a special ability to do something 70 crave - /kreɪv/ - to have a very strong feeling of wanting something 71 enchanted - /ɪnˈtʃɑːn.tɪd/ - affected by magic or seeming to be affected by magic 72 wand - /wɒnd/ - a special thin stick waved by a person who is performing magic 73 staff - /stɑːf/ - a long, strong stick held in the hand that is used as a support when walking, as a weapon, or as a symbol of authority 68 69 Tập Đọc số 1 (Feb 25, 2020) | Steve Jobs's real talent wasn't design—it was seduction Page 9 be—well, it had to be exactly as you imagined it would be, from the texture74 of a notebook75 case to the feel of AirPods in your ears. Even the texture of our boxes and bags had to be just right. We wanted people to be able to touch and own a little bit of magic. Emotion. If I asked you to describe what it feels like to use a Windows PC, what would you say? Efficient76, maybe? Wow, be still my heart77. But the user experience, marketing, and versatility78 of Apple’s products made our customers feel like geniuses79, like the icons in the “Think Different” ads, like people who could remake the world. Jobs and our marketing geniuses saw that while our competitors80 were utilitarian81, Apple could be aspirational82. Using an iPhone or MacBook Air, you could work wonders83. Apple made people feel like they, too, could think different, and that brought them joy. Belonging84. Perhaps Apple’s greatest achievement was turning loyal customers into something more: a tribe85. People camped outside Apple stores for days to get early versions of the iPhone. That sense that there are two types of people in the world, “Apple people” and everyone else, was the most powerful tool in our sales and branding arsenal86. When you were texture - /ˈteks.tʃər/ - the quality of something that can be decided by touch; the degree to which something is rough or smooth, or soft or hard 75 notebook - /ˈnəʊt.bʊk/ - a very small computer that you can carry easily 76 efficient - /ɪˈfɪʃ.ənt/ - working or operating quickly and effectively in an organized way 77 be still my heart - (idiomatic) An expression that means “calm down, this situation is too exciting or overly distressing”. In modern usage, it is almost always used sarcastically, to imply that something is actually mundane, uninteresting, or unappealing. 78 versatility - /ˌvɜː.səˈtɪl.ə.ti/ - the quality of being versatile (= able to change easily or to be used for different purposes) 79 genius - genius - a person who has a very great and rare natural ability or skill, especially in a particular area such as science or art 80 competitor - /kəmˈpet.ɪ.tər/ - a person, team, or company that is competing against others 81 utilitarian - /ˌjuː.tɪ.lɪˈteə.ri.ən/ - designed to be useful rather than decorative 82 aspirational - /ˌæs.pɪˈreɪ.ʃən.əl/ - showing that you want to have more money and a higher social position than you now have 83 work wonders - /wɜːk ˈwʌndəz/ - to cause improvements or have a very good effect 84 belonging - /bɪˈlɒŋɪŋ/ - a sense of fitting in, or feeling like you are an important member of a group. A really close family gives each of its members a strong sense of belonging 85 tribe - /traɪb/ - a large family or other group that someone belongs to 86 arsenal - /ˈɑː.sən.əl/ - a collection of weapons 74 Tập Đọc số 1 (Feb 25, 2020) | Steve Jobs's real talent wasn't design—it was seduction Page 10 an Apple person, you were part of a family of iconoclasts87, artists, and rebels88. You belonged to something special. Who doesn’t want to feel like they’re part of a secret society or elite club? This is high-minded89 stuff for a company that basically sells computers, phones, and software. I know. But Apple really did change the world in a way that IBM, Microsoft, Dell, HP, and even Facebook and Google haven’t. We did it by turning customers into followers90, like how Deadheads91 used to follow the Grateful Dead92. What are music, beauty, sensuality, emotion, and the sense of belonging if not the tools of seduction? The world was seduced by Apple and, despite a few hiccups93 (iPhone 4’s metal antenna, I’m looking at you), the company has kept the romance going since 1998. If you want to move your organization beyond selling, find a way to seduce your customers and make them fall in love. Michael Hageloh is a former Apple sales executive who is currently a chief development officer in higher education and consults globally on orchestrating rhythms for sales, artful marketing, and institutional advancement. His book, Live from Cupertino: How Apple Used Words, Music, and Performance to Build the World’s Greatest Sales Machine, is out now from Post Hill Press. 1286 words 87 iconoclast - /aɪˈkɒn.ə.klæst/ - a person who strongly opposes generally accepted beliefs and traditions rebel - /ˈreb.əl/ - a person who does not like rules or authority, and shows this by behaving differently from most people in society 89 + - /ˌhaɪˈmaɪn.dɪd/ - having very high moral standards of behaviour 90 follower - /ˈfɒl.əʊ.ər/ - someone who supports, admires, or believes in a particular person, group, or idea 91 Deadhead or Dead Head is a name given to fans of the American rock band the Grateful Dead. 92 the Grateful Dead was an American rock band formed in 1965 in Palo Alto, California. 93 hiccup - /ˈhɪk.ʌp/ - a problem that delays or interrupts something for a while, but does not usually cause serious difficulties 88 Tập Đọc số 1 (Feb 25, 2020) | Steve Jobs's real talent wasn't design—it was seduction Page 11 January 30, 2020
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