The document provides 5 marketing secrets for marketing like Apple: 1) Focus on how people feel using your products rather than the products themselves. 2) Make something distinctive about your products, like Apple's white headphones, to make them status symbols. 3) Help customers market for you by providing things like stickers and t-shirts with your logo. 4) Create a tight, memorable marketing message that customers can easily repeat. 5) Surprise and delight customers with packaging and unboxing experiences.
Apple is undoubtedly one of the leading technological companies in the world. Interestingly the company does not have customers but fans or fanatics. Discover the 5 marketing secrets that took Apple to the top of the food chain
Apple is undoubtedly one of the leading technological companies in the world. Interestingly the company does not have customers but fans or fanatics. Discover the 5 marketing secrets that took Apple to the top of the food chain
5 secrets of the world's best marketing machine
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PrestaMonster.com is the provider of small and intermediate modules for Prestashop users. This site is informative and fun.
This made using a computer much easier. Computers used to be difficult, with lines of text commands. Apple, on the other hand, felt that technology should be simple. As a result, they made the Macintosh more user-friendly which changed the game.
5 secrets of the world's best marketing machine
---------------
PrestaMonster.com is the provider of small and intermediate modules for Prestashop users. This site is informative and fun.
This made using a computer much easier. Computers used to be difficult, with lines of text commands. Apple, on the other hand, felt that technology should be simple. As a result, they made the Macintosh more user-friendly which changed the game.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
2. Well...
APPLE DOESN’T HAVE SOME selling your product for you. Just as Apple
special place where their marketing secrets has harnessed this power more than any
are kept, unless of course you count their company in history now you can too. So
charismatic CEO’s brain. The five secrets I even though these really aren’t Apple’s
offer here are careful deductions, empirical secrets these just may be even better. Here
results and the product of my career as an are my proven ideas to help you market like
engineer, sales rep, product manager, Apple and improve your business and your
marketing executive, parent, son and avid reputation at the same time. All I ask is that
consumer (although not necessarily in that you share this eBook with everyone and
order.) These secrets are super condensed please come to MarketingApple.com to
learnings from my nearly decade-long tenure share your thoughts, ideas and comments to
at Apple about how and why people spring improve on our collective ‘secrets’.
to action. Since that time, I’ve uncovered
many ways that can enable any company to
OF COURSE THE REAL SECRET
tap into people’s innate desire to share their is there are more than just five secrets. But
passion for products and help create “lift” - you’ll have to visit my website - or hire me -
the irresistible force of millions of customers to learn the rest. Enjoy.
Copyright holder is licensing this eBook under the Creative Commons License, Attribution 3.0 http://creativecommons.org/licenses/by/3.0/
Please feel free to post this eBook on your blog, email it, or link to it with whomever you believe will benefit from reading it.
3. People buy what other people have.
PRODUCTS DON’T player. They are inviting you to headphones and you are a Figure out how to add
SELL. PEOPLE DO. experience the Apple lifestyle member of the club. Think back something to your product that
Look carefully at Apple’s iPod and to become part of the iPod to the first PowerBook - it was a does for you what Apple’s white
commercials. You’ll see lots of community. Use any other MP3 unique dark grey color (it was headphones do: give people an
happy, energetic people dancing player and you’ll hear good patterned after a color easy way to sell for you while
in silhouette against a colorful music. Use an iPod and you’ll designed by Whirlpool’s making them feel like they are
and ever-changing background. feel good. You’ll fit in. Product Refrigerator research to part of an exclusive club. More
Notice the distinctive white features don’t create fans. Focus hide or eliminate fingerprints) In about this in Chapter 3.
headphones flowing in unison to on what people do and show both cases, the distinctive grey
the owner’s movements. What how they feel using your stuff. PowerBook case and the more
you don’t see is a focus on iPod. recent white iPod headphones
SHOW WHAT MATTERS. are status symbols (and uniquely
No close-ups of how you select
Those white iPod headphones Apple.) Even the glowing Apple
a song or adjust the volume
were not designed by engineers - logo was fixed to be right-side
level. Why would Apple take all
they are a pure Apple marketing up for others (it’s upside down
the time to make a great user
trick designed to make the to you when you open your new
interface only to not show it on
visible part of their product a MacBook because you are selling
television? The reason is simple:
status symbol. Wear white the brand to others for Apple. )
Apple isn’t selling you an MP3
This eBook courtesy of Steve Chazin, former Apple, Inc. sales and marketing executive. Page 3 Copyright @ 2007 MarketingApple.com All Rights Reserved
4. Make something good greater.
IMPROVE THE WORLD. not the mobile phone. The Mac, iPod, iTunes Assistants - and failed miserably. Even the
and iPhone are all successful because they Mac improved on Apple’s Lisa. Just ask Steve.
Conventional wisdom says being first to
were late to market and improved on existing
market is advantageous and that Apple is a
designs and functionality. Apple does one IPOD DOESN’T MAKE THE
leader in creating new categories.
thing very well: making complex things easy MUSIC SOUND BETTER.
Conventional wisdom is wrong on both
and elegant. The iPod is successful because it As an Apple employee and engineer by trade
counts. Apple has never really invented
makes getting your music into your pocket expecting a miracle in 1997 (when the
anything new. They didn’t invent the PC, the
dead simple. Apple took existing MP3 player company was near bankruptcy) I was let
MP3 player, downloadable music, and certainly
designs and applied their experience and down when I first saw the iMac. On paper it
technology to improve it. Plug your iPod in was no better a computer than the Performa
its cradle and it takes care of moving your it replaced so we promoted it as the easiest
music to your iPod, organized the same way it way to get on the Internet. That marketing
is on your computer. You’re done (and your saved the company, not better technology,
iPod is charged at the same time - bonus!) Today, the iPod doesn’t make your music
Other MP3 players are still trying to catch up sound better, provide better battery life, or
with this elegant brilliance. On the other save you money, What it does is make Apple
hand, Apple’s Newton tried to carve out a fans.
whole new category - Portable Digital
This eBook courtesy of Steve Chazin, former Apple, Inc. sales and marketing executive. Page 4 Copyright @ 2007 MarketingApple.com All Rights Reserved
5. Help your customers help you.
EARLY ADOPTERS two things at once: hide grime your product than your own world, make part of your website
while differentiating its owner. polished collateral ever will. embeddable* on any MySpace or
WANT TO HELP YOU. Having a PowerBook was a FaceBook profile and make it
Early adopters are taking a
status symbol so owners were STICKERS & T-SHIRTS. easy to cut and paste your
chance on you and want you to How can happy early adopters
proud to show them off and help HTML code anywhere.
succeed. iPhone users feel what market for you? Simply provide
win converts. Apple earned
early PowerBook users felt in something with the product that
nearly 40% marketshare on the
1993. If you walked down the does it for you. Come up with
back of early PowerBooks users.
aisle of an airplane then you’d your own version of Apple’s
notice those distinctive grey Look at how iPhone users today white headphones to make your
Apple laptops standing out in a are adding their voice to Apple’s product stand out. Or borrow
sea of unremarkable beige ones. own marketing efforts. I decided another Apple trick - give away
Track balls and palm rests were to purchase my iPhone only after stickers (I’ve lost track of how
real Apple innovations in the day reading a blog from one early many Dell’s I’ve seen sporting
(other laptops had the keyboard adopter who tried to scratch his Apple stickers) or make T-shirts
on the front lip - Apple fixed screen and failed. Real user’s available from your website so
that) but the grey color was unbiased, heartfelt reporting will owners can proudly display your
more important because it did convince more people to choose logo for you. And in the Web 2.0 * Go to TubesNow.com for a solution
This eBook courtesy of Steve Chazin, former Apple, Inc. sales and marketing executive. Page 5 Copyright @ 2007 MarketingApple.com All Rights Reserved
6. Boil the story down to its syrupy goodness.
MARKETING ISN’T ABOUT WHAT YOU SAY. MARKETING DIFFERENT.
Before the Internet, marketers reached Look at how Apple focuses the message. Mac was “The Computer
potential customers via print, billboard, for the Rest of Us.” iPod was “1,000 Songs in
radio and TV ads. Marketers had 30 Your Pocket. “ iMac was “3 Steps to the
seconds to tell their story and competition Internet.” And Pepsi challenged Coke only
was limited to brands with multi-million after “Choice of a New Generation” These
dollar budgets. But the web changed all messages are memorable and transcend
that. Today attention spans are only a few product features. Lift occurs only after
seconds long and anyone with an AdSense account can vie for the prospects and customers can easily repeat
same customers as big brands. And while a company’s website is your message to their friends and colleagues.
now the primary place to tell a story, many G re a t m a r ke t i n g
marketers push so much drivel at people that most entices people to
visitors leave without taking action. Webmasters consider your product and purchase it.
call it the “bounce rate.” Make sure everyone who Apple’s marketing is so good it creates
comes to your website leaves with clarity about purchases even before people see it. That
you via a tight, memorable message or image, even happens when people do your marketing for
if they don’t purchase. Only then can they spread you - 250,000 first day iPhone sales proves
your word. Marketing isn’t what you do to reach the point. Remember, Marketing isn’t about
your first customers, it’s what you do to help your what you say, it’s what others say for you.
first customers reach the rest. Tight messages are Make sure you equip them with the right
required. words.
This eBook courtesy of Steve Chazin, former Apple, Inc. sales and marketing executive. Page 6 Copyright @ 2007 MarketingApple.com All Rights Reserved
7. Surprise and delight your customers.
FOCUS ON THE FEEL. So start with the packaging. Look at the important white Apple stickers) The
Marketing is all about the complete package. iPhone box: finely crafted, with extra experience of opening an Apple product
Walk into an Apple store and you’ll feel less touches like velvet-lining reminiscent of a becomes one more thing to share with the
like you are in a store and more like you’re fine watch box. The iPhone rests in a tiny world - Google the plethora of “unboxing”
in a museum. This gives future customers a lucite bed, cradling the sites dedicated to sharing the experience of
chance to experience the product among object d’art. Included is opening a new package. Only Apple and
other like-minded people in a safe and fun a tiny pamplet called Sony rate a high number of people eager to
environment. Make your website feel like an “Finger Tips” (cute, huh) share with the world. Make great packaging
Apple store - surround the product with and a cleaning cloth (along with the all- and you’ll have earn your own fans. And
testimonials and customer feedback. remember that fan is shorthand for fanatic.
The Mac was not just easier to use than the
START WITH THE PACKAGING. PC - it also had style. Style is Apple’s brand.
Many marketers forget that their relationship
Creative people gravitate to it because it
with the customer really starts after they buy
frees their brain from having to “use” a
from you. Make their first experience
computer. Designers, authors, artists and
memorable. Remember, you are counting on
your customers are all fans of good design and
your customers to help spread the word -
respond to those extra, thoughtful touches.
and they need positive experiences to share.
This eBook courtesy of Steve Chazin, former Apple, Inc. sales and marketing executive. Page 7 Copyright @ 2007 MarketingApple.com All Rights Reserved
8. Learn the secrets you (really)
need to know.
ONE MORE THING...
How does a huge company go from the brink of bankruptcy to
worldwide success and 1000% stock growth seemingly
overnight? The answer is simple, yet surprising:
Better Marketing. And the company is Apple.
This eBook teaches you 5 of the most important
Apple-style marketing tips and tricks you can apply to
help your business. Learn some of the marketing
secrets that propelled Apple from the backwaters of
the PC market to the worldwide leader in consumer
electronics, music, video and mobile. Everyone - not
just marketers - will benefit from these simple rules.
This eBook is a free public service from a former
Apple employee and current practitioner of
MarketingApple viral marketing. Please share this
eBook with all your friends and visit
www.MarketingApple.com to learn more and post
your comments and ideas for the community.
Together we’ll build a valuable resource to help
everyone market as well as Apple.
- Steve
Apple, PowerBook, iPod, iMac, MacBook and other product names are trademarks or registered trademarks of Apple, Inc.. Sony, Google and other company and
product names are trademarks of their own companies. All rights reserved. This eBook created entirely on a Mac using Pages 2.0 Copyright 2007