Guerrilla Marketing: Stop Multi-Tasking
In years past, I've written a January column suggesting a number of resolutions business owners might want to consider to grow their companies, increase market share or see a better bottom line. This year I'm only going to suggest one.
Right now, it's difficult to find a more impressive company than Apple. From its highly successful retail stores to its sleek innovative products, it has captured our hearts and minds. The company has transformed how we buy and listen to music, how we communicate and how we compute.
Look at a timeline of Apple products—from the 1976 debut of the Apple I, the iPod in 2001, iTunes in 2003, the iPhone in 2007 to the 2010 rollout of the iPad—and you'll see a unique trend. Apple develops one product at a time. Its designers, engineers and marketing teams have a laser-like focus on the one big thing driving the company and stick with it until it either gets scrapped—which has happened to numerous projects—or is completely ready for the market.