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Steve Jobs’s Real Talent Wasn’t Design – It Was Seduction
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Steve Jobs’s Real Talent Wasn’t Design – It Was Seduction

I Worked at Apple for 22 years. Here's What Jobs Taught Me About How Sex Sells

Michael Hageloh
Fast Company, 2020
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8

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Michael Hageloh spent 22 years at Apple. But he contends that he didn’t spend any of it selling. Hageloh shows the ways Apple built “magic” into its image and products through marketing that always seduced but never sold. He credits Steve Jobs as the “conductor” of the process of making consumers fall deeply in love with Apple products and in the Apple community. Though he makes a few extravagant claims – such as that Apple changed the world in ways Facebook and Google haven’t – Hageloh provides valuable marketing strategies for any company seeking to strengthen its connection to its customers.

Take-Aways

  • Steve Jobs believed selling was “seduction.”
  • Function was more important than design.
  • The “Think Different” advertising campaign changed everything.

About the Author

Former Apple sales exec Michael Hageloh wrote the book Live from Cupertino: How Apple Used Words, Music, and Performance to Build the World’s Greatest Sales Machine.

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