Some of the best marketing advice you'll ever hear in this 7 minute speech by Steve Jobs to Apple employees in 1997.As he explains, it's not about features and benefits. And it's not about comparing yourself to the competition. It's about discovering your core value—who you are and what you stand for—then communicating that clearly and passionately to your target audience.
Example: Nike sells a commodity. Shoes are boring. But when we think of Nike, we feel something different than a shoe company. Why? Watch the video and find out...
Video link: http://youtu.be/vmG9jzCHtSQ
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