“Let’s go invent tomorrow instead of worrying about what happened yesterday” – Steve Jobs

Knowing what customers want before they do is an amazing talent.  The iPod was not the first portable music player, nor did it have the most “features”.  But it changed the world.  Few people knew what the iPad was when it hit the market.  It was a pretty expensive “electronic book reader”.  And yet it is changing the world.

Not everything Apple does is a run away hit but the batting average is off the chart.

Value proposition is about solving problems in a market at a price customers are willing to pay.  Apple has changed that formula to include the concept of customer delight.  Therein, lies the secret.

“Patronum vestra” (know your customer)

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