The Apple Marketing Philosophy: Empathy. We will truly understand their needs better than any other company. Focus. In order to do a good job of those things we decide to do we must eliminate all of the unimportant opportunities. Impute. People DO judge a book by its cover. We may have the best product, the highest quality, the most useful software, etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities." Source: Internal memo (January 3, 1977) #business #mission #marketing