2. www.linchpinacademy.org
It’s FREE to think different. But will you? Applying most of
Apple’s thinking to your online lead generation is also
free. Again, but will you?
FREE? Really? It must be a trick.
No, it’s been an open secret
for sometime.
Think Different.
Wednesday, 26 June 13
3. If you find the insights
in this presentation
relevant, you will like
our ’49 Questions’
eBook which you can
download at our website
www.linchpinacademy.org
Wednesday, 26 June 13
9. Win over sceptics
“We had to convince people who are
sceptical, who don’t know our products,
who don’t know what they can do with
these products. When they walk into
the store, there has to be an experience
that allows them to see, touch, feel, use
and do stuff with the MAC”
“Allen Olivo, Apple Senior Director
Retail Marketing 2001 - 2003
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Wednesday, 26 June 13
10. Education, education, education
Apple got their products in front of as
many people as possible. Eventually,
people walked in and it allowed Apple
to educate people, to show them how
to use their product.
Wednesday, 26 June 13
11. www.linchpinacademy.org
Let them try before they buy
Get uninformed people to try your product so they are inclined to
consider a future purchase.
Wednesday, 26 June 13
12. www.linchpinacademy.org
Don’t let the store turn people off
Say no to .... clutter, rows and rows of pile-them-high products,
pushy salespeople, unknowledgeable sales people.
Wednesday, 26 June 13
14. It’s about getting
into people’s
buying decision
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Wednesday, 26 June 13
15. Apple spend hours
and hours and hours
over a ‘close’ button.
They would go through hundreds
of different design iterations. That
kind of attention to detail means
Apple can’t do a lot of things at
once. They have to do a few
things really, really well.
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Wednesday, 26 June 13
19. www.linchpinacademy.org
Remember that I’ll be dead
soon is the most important
tool I’ve ever encountered
to help me make the big
choices in life.
Focus Thinking
“
3
Wednesday, 26 June 13
20. www.linchpinacademy.org
“Strategy is figuring out what NOT to do”
- Steve Jobs
Apple printers were
killed off by Steve Jobs
because they couldn’t
make them great.
Wednesday, 26 June 13
21. www.linchpinacademy.org
“We really do have a strong belief that we are
building products for ourselves.” - Steve Jobs
Being the richest man in the
cemetery doesn’t matter to me.
Going to bed at night saying we’ve
done something wonderful, that’s
what matters to me.
Wednesday, 26 June 13
22. www.linchpinacademy.org
“Focus is not saying yes. It’s about saying no to really
great ideas” Steve Jobs rejected pleas to build a
personal digital assistant like the PalmPilot.
The Apple Newton was
killed by Steve Jobs
Wednesday, 26 June 13
23. www.linchpinacademy.org
Apple knows it is set up to do just two
or three amazing things a year
Just pick one thing you
can do that’s great.“ - Steve Jobs
Wednesday, 26 June 13
24. www.linchpinacademy.org
Just pick one
Steve Jobs was invited as a guess speaker by Jerry Yang, CEO of
Yahoo, to talk to his 200 top executives.
You have talented people and more
money than you could possibly
need. I can’t figure out though, if,
you’re a content company or a
technology company.
“
Wednesday, 26 June 13
25. www.linchpinacademy.org
“The goal of Apple is not to make money but to
make great products. If they are great, people will
buy them and we’ll make money.” - Sir Jonathan Ive
“Focus on building great
products not making money.
Wednesday, 26 June 13
29. A-Players
• It pays to go after the best
you can afford. Figure out
the difference in contribution
between the worst and best.
• The best can be 5 - 50 times
faster, better and more
innovative than the average.
Wednesday, 26 June 13
30. Ego
• Apple don’t do egos.
• Faith, beliefs, trust and
ego ... make sure you
know the differences.
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Wednesday, 26 June 13
31. www.linchpinacademy.org
“Really small team work on really important projects.
That is one of the advantages of being in a start-up”
- Andrew Borovsky, Apple Design Lead 2007 - 2008
Stay Nimble
Wednesday, 26 June 13
32. www.linchpinacademy.org
Apple don’t get settled. It’s how they managed to grow
big and act small like a start-up. ‘Not settled’ is a start-
up’s competitive advantage over the big guys.
Settled won’t
get you from to
Wednesday, 26 June 13
34. www.linchpinacademy.org
iPhone had functions and features as
long as your arm. Apple chose three.
• Revolutionary Phone
• Internet In Your Pocket
• Best iPod so far
Wednesday, 26 June 13
37. • Evoke Feelings: does your
online experience stir your visitor?
• Educate: does your online
experience educate sceptics and
visitors?
• Try and they buy: does your
online experience get visitors to see,
touch, feel, use and do things with
your product?
1. User experience
Think different about visitor experience?
Wednesday, 26 June 13
38. • Turn off: Is your online experience
cluttered, unfriendly and pushy?
• Confidence: does your online
experience build visitor confidence?
• Come inside: do visitors feel
comfortable coming into your website?
1. User experience
Think different about visitor experience?
Wednesday, 26 June 13
39. • Attention to detail?
• Handcuff to a spreadsheet:
Are you letting finance get in the way
of a great visitor experience?
1. User experience
Think different about visitor experience?
Wednesday, 26 June 13
40. • Different: Has your product been
put together in a way that nobody
else has done before?
• Better: Would you buy your
product? Now, be honest!
• Best: Have you cut corners?
• Handcuffed: to money?
It’s beautifully made.
And performs beautifully.
2. Product Design
Think different about how you have presented your
product/service online?
Wednesday, 26 June 13
41. • One Thing: are you focused on
telling people the one thing that you
do that’s great?
• Saying No: Have you figured out
what should not be part of your online
presence?
• Brilliance: Does your online
presence say you are jack of all trades
or master of a few?
N !
3. Focus
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Think different about your online presence focus?
Wednesday, 26 June 13
42. • Money vs. Product: are
you focused on making money
or making a great online
experience? Your focus will
taint your messages.
N !
www.linchpinacademy.org
3. Focus
Think different about your online presence focus?
Wednesday, 26 June 13
43. • Anything & Everything: Are you
trying to make your online presence
work by doing ‘anything and everything’
yourself?
• Constant Feedback: Who’s giving
you feedback so you can improve your
online presence?
• Are you handcuffed to money:
Are you buying the best you can afford?
4. Thinking
Think different about your thinking?
Wednesday, 26 June 13
44. • Ego: Do you have a HiPPO online
presence (Highest Paid Person Opinion)
• Nimble: Do you have a nimble, start-
up like online presence so you can
compete with the big boys?
• Settled: Are you settled in your online
ways and failing to turn your business’
potential into performance?
4. Thinking
Think different about your thinking?
Wednesday, 26 June 13
45. • Simplicity, Simplicity, Simplicity
• The 3 C’s: are your messages
consistent, clear and concise?
• Repeatable: are your message
easily repeatable?
• Validate: How do you know they are
all of the above? In other words, how
are you validating your messages?
5. Marketing
Think different about your messages? Across the board?
Wednesday, 26 June 13
46. www.linchpinacademy.org
It’s about using great User eXperience (UX)
as a way to get into the Buying Decision.
Rational
• Price
• Function
• Feature
• Reliability
• Warranty
Emotional
• Brand Image
• Look
• Touch
• Fear
• Feel Good
Wednesday, 26 June 13
47. www.linchpinacademy.org
Website, social media, SEO and emails are vehicles to
deliver visitor experience. Vast majority of businesses end
up driving the vehicles without taking any visitors with them.
It’s not about this
Wednesday, 26 June 13
48. Download our
free eBook
49 questions
for a cost effective
User Experience make-over
www.linchpinacademy.org
Wednesday, 26 June 13
49. Insights and
thoughts in this
presentation were
inspired by
Adam Lashinsky’s
Inside Apple.
Buy it
www.linchpinacademy.org
Wednesday, 26 June 13
50. www.linchpinacademy.org
No Crapware (Steve Jobs’ favourite words)
One more
thing
If you are not ready, willing and able to do great then at least be
ready, willing and able to kill off your crapware.
Wednesday, 26 June 13