Steve believed she’d do better with a product that wasn’t loaded down with every thingamabob the product designers could dream up. He believed that stripping away nonessential features made products easier for people to learn from the start and

“To me, marketing is about values. This is a very complicated world, it’s a very noisy world. And we’re not going to get the chance to get people to remember much about us. No company is. So we have to be really clear on what we want them to know about us.” — Steve Jobs

Every department inside a larger business is essentially creating a product or service of some kind, and would benefit from thinking about the category it serves and how the department and its offering plug into that category.

All Apple’s advertising and communications, their products, partnerships, their packaging, their store design, they are all WHATs to Apple’s WHY, proof that they actively challenge status quo thinking to empower the individual. Ever notice that their advertising never shows groups enjoying their products? Always individuals. Their Think Different c