Steve Jobs impacted not only the technology landscape, but the business field as we know it. A look at how self-branding and consumer engagement led to his overall success in the consumer technology market. Written by Juliet Rocco
Wednesday, October 5, 7:44pm: “Steve Jobs dead at 56.” I was in shock, and reading this on my MacBook Pro nontheless in a room full of other RIT students. Along with millions of others, I learned about Steve Jobs’ passing while using one of his incredible products.
“I’ve always wanted to own and control the primary technology in everything we do.”- Steve Jobs, BusinessWeek Online, Oct. 12, 2004
The world reacts: People from around the world were responding to this influential person’s passing in record time, thanks to technology, and most likely thanks to him. Within the next 15 minutes of the news breaking, “Steve Jobs” became a trending topic on Twitter, Apple’s main website put up a memorial, Facebook was blowing up with updates, and even Google honored the late Jobs. I hadn’t turned on a single TV yet and already knew every detail of the event. Whether you consider Apple to be an evil empire or a fantastical fortress of technology, the man was an innovative genius and his company has maintained success because of it.
Who was Steve Jobs? It is impossible to describe Steve Jobs in just a few words. He was a CEO, an entrepreneur, an innovator, a visionary, a keynote speaker, a businessman, a nerd, and a dad. I grew up using Apple products. I’m sure some of you can remember the good old days when the Apple logo was rainbow! His presentations were like Christmastime for the techies and even people who were not super tech savvy stopped and listened to what this man had to say. He was the Santa Clause of the tech product market. Once a year, he would bring the world gifts that only he and his amazing team of developers could possibly think of.
Why was Steve Jobs so successful? Because he knew how to market his products, appeal to the audience, and brand himself. Jobs’ signature style? A black turtleneck sweater and jeans. (Curiously enough, if you google “black turtleneck and jeans,” the first hit brings you to Steve Jobs’ Wikipedia page.) His charisma was representative in not only himself but of Apple as a company.
Although computers had been used commercially since the 1950’s, Jobs took marketing this technology to a whole new level by the early 2000’s. He made it new and most importantly, engaging. People were now passionate about phones and computers…waiting days outside the Apple stores in the cold and rain just to get latest and greatest thing! Who would have thought?! These early adopters became product mavens and evangelists of everything Apple as a result of the business strategies being used.
The key to Jobs’ success was that he never settled for anything less and was a natural born leader. We may never see another figure quite like him in our lifetime again. He was a true visionary who will always remembered.