Apple has always loved being the underdog and the comeback kid. It’s hard to see the real Apple, but “I’ve seen through a different lens”.
In 2010 I attend the Disney Institute program in Anaheim, to go backstage for a look at the process behind the magic. Disney focuses on only two metrics: repeat business and intent to refer. Will you come back and bring your friends? EVERYTHING is driven by performance against these two metrics. When you know this understanding Apple’s approach becomes really simple.
Apple and Disney have very similar “DNA”, or execution strategy because they come from the same place: Creativity. Creativity is the byproduct of a restless mind. It comes from asking the question “what if?” and answering “let’s see…” It doesn’t take a Steve Jobs to ask that question, it just takes relentless application of the question to a few things that matter, and then building repeatable and supported systems to ruthlessly execute on just those things.
Apple wants a multi-decade hegemony, built across generations by rabidly loyal customers. Apple is very smart, and insanely tuned to perform for the customer. Right now Apple is back where they love to be: a hungry underdog that must stage a comeback after foolishly ignoring a key customer experience trend.
A hungry and foolish underdog comeback. Perfect.
Invest twenty three minutes listening to Steve Jobs. You’ll thank yourself for taking the time. Trust me.