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
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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
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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
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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
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[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
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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
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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
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[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
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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
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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
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January 30, 2020