Over at the San Jose Mercury, Michelle Quinn, has a piece… “Four ways that Tim Cook is making Apple his own.” Three of them go on and on about bigger iPhones and watches and shit, pointing out that under GodJobs Apple was very selective about launching new products, whereas at the Flint center, there was a bunch of new stuff launching at the same time. She also hints that if you had suggested buying phony headphone company Beats for $3 billion GodJobs would have reamed you a new arse. But the most important difference she points out is this… Learning from the customer… Under Jobs, Apple famously didn't convene focus groups or ask customers what they wanted. Jobs was confident that his vision of a product would make sense for consumers… Anyone who has ever worked in the ad biz knows that focus groups are a giant waste of time and the people who rely on them are fucktards. GodJobs knew exactly what he wanted, and he was ruthlessly committed to getting it. Never forget GodJobs was the guy who said… “I want insanely great advertising!” Today increasingly, the mantra is… “I want insanely safe advertising!”
Fuck focus groups!