Why is Apple so innovative? Year after year they come on top of their competition in terms of innovations. And yet they’re just a computer company. There just like everyone else. The same access, the same talent, the same agency, the same consultancy, the same media. Then why is it that Apple has something “different”? Something that consumers want to chose them instead of their competition.
However there was something I came across in this article that made me change the way I see the world. There was a constant pattern at play, that all the great leaders in the world, whether it was Apple’s Steve Job or Martin Luther King Jr. shared. They all think act and communicate the same way and it’s completely different than everyone else.
The Golden circle is an easy concept, which tons of companies do not use efficiently. Most companies market their products by telling consumers what their product is and why they need to buy it. Apple and companies you steal the market share in their respected markets use the golden circle in the other way. They explain why they make a product and why you need the product and how it works. By eliminating what the product is, it helps consumers realize why they need it and this doesn’t only market the product but it markets consumer loyalty at the same time.