Positive self-confidence is the biggest secret to success (Part 2)
2. Full of confidence and turn the tide
In the autumn of 1997, Jobs, who had been gone for many years, returned to Apple, when Apple was no longer its original glory and was a huge mess. It is no exaggeration to say that Apple's disasters one after another seem never-ending.
The 1990s were the peak of personal computer development, with 80 million PC units sold in 1997, while Apple's Macintosh sold only 2.9 million units, or 3.6% of the market share. The deeper reason why sales are falling so fast is that Apple's products are outdated, expensive, and unable to keep up with the times. With the exception of Macintosh, other products are also in dismal shape.
Jobs believes that Apple needs to use a large-scale advertising campaign to regain customer confidence in Apple. This publicity must also draw a line with the contradictory and unclear product publicity strategies of previous years, and must shape Apple into Jobs's ideal. The company's losses are so huge, the layoffs are so serious, and the production of advertisements is undoubtedly a wasteful and unreasonable move, but Jobs insists on doing so, and is 100% confident that the company will definitely gain a lot from it!
The partners came up with an "extraordinary" plan, and finally the ad produced two versions, one recited by Jobs and the other by actor Richard Dreyfus, and the ad will be broadcast during the online premiere of Toy Story. Jobs asked the platform to be sure to play the Dreyfus version. "If my version is played," Jobs said, "the ad is branded with me." But this ad is not about me, it's about the company. "An extremely egoistic, self-serving person would not make such a choice.
"Extraordinary" celebrates the idea of counterculture and shows Apple's ambition and approachability, which is exactly what the ideal Apple product should have.
The $100 million campaign kicked off Apple's re-image resurfacing journey, a process that will continue for years to come.
The propaganda offensive paid off immediately on both fronts. One to let Apple employees regain confidence. The second also won the company valuable time. Jobs, of course, knew that in the end, he would have to speak in terms of product.
At that time, Apple was producing different series of computer and peripheral products, and the entire product layout was very messy and random. After a week-long product wrap-up session, Jobs finally had enough.
He grabbed a marker, walked barefoot to a whiteboard, drew a two-by-two form announcing, "This is what we want," and at the top of the two columns he wrote "consumer" and "professional," and at the front of the two lines he wrote "desktop" and "portable." He told the team that their job was to produce four great products, that each box of the form represented one product, and that the rest should all be canceled.
This crucial decision was controversial and meant cutting off the hearts and minds of many good employees. But Jobs was overwhelming and convinced that the road was the right one. The four-quadrant strategy puts Apple on the opposite path to a Windows pc maker. Historically, Windows PC manufacturers have pursued the speed and processing power of machines, producing a large number of inconspicuous computers of various types. And Apple is back to where it was, launching cutting-edge products that serve the high-end personal and professional markets.
Concentration is firmly rooted in Jobs's personality, and his Zen training reinforces this trait.
Under Jobs's leadership, Apple has a very high brand recognition. Jobs led by example, often encouraging his core team members that you guys were the best. For people as good as he is, a sense of accomplishment is the best way to motivate.
Jobs's first product after his return was the iMac. He also made two decisions, one related to technology and the other related to the market, and these two decisions also set the iMac apart from a whole bunch of gray boxes. Technically configure the optical drive instead of the floppy disk drive for your iMac. Jobs firmly believes that users are willing to accept momentary inconveniences in order to embrace more advanced technologies that change the way they store information. As it turned out, Jobs was right. Another decision was to add the letter i in front of the Mac. The iMac has a socket for a phone line or Ethernet cable, and comes with a built-in phone modem for easy networking.
Many commentators in the computer industry dismiss the iMac because it doesn't have an advantage in speed and functionality compared to its competitors. Commentators also didn't like the iMac's styling, and they thought the blue, round machine was more like a toy than a computer.
But they were all wrong. The iMac's outrageous styling is sending the signal Jobs wanted to deliver, and the iMac constantly reminds people that the personal computer is a tool for "individuals" to use, and should highlight the reinforcement of personality. That's why the iMac was so successful, selling 2 million units in the 12 months since its introduction, becoming Apple's first blockbuster product in years.
Just a year after the iMac came out, the company launched a new version with 5 different colors. The new version uses an inhalation optical drive, and the colorful colors fit Apple's consistent marketing strategy, and in the eyes of users, Apple represents creativity and the future.
But Jobs didn't put all his energy into one product, he wanted to make sure that the other three categories of products on the blueprint went hand in hand. Professional-grade desktops are equipped with faster chips, more storage space, better graphics display, more slots, and can be connected to external hard drives, CD burners, and other devices. Professional-grade desktops are designed for professionals and are called Power Macs.
When selling power Macs, Jobs avoided a mistake he had made before. He didn't claim that the Power Mac was the only computer suitable for all businesses, nor did he threaten to push all computers based on Intel chips and windows operating systems out of the market. Instead, he targeted power Mac's target customer base at small, emerging companies that had been created with the rise of the internet: engineering, architecture, publishing, advertising, web design, and more. These companies are willing to tolerate or even appreciate the idea of "extraordinary", unlike the big companies that are always worried about the great changes that the Internet may bring.
The geniuses who designed and built the iMac and Power Mac were also involved in laptop design. Laptops made for individuals are called iBooks. Laptops designed for professionals are called PowerBooks. These models pulled Apple back from the brink of death, and it took only 3 years to become the most creative company in the computer industry again.
Apple's hardware is eye-catching, and the software developed for the hardware is equally important. They have a first-class development team whose first priority is to make the operating system more current, and they must also develop tools for software developers to update or rewrite the original software application to adapt to the performance of the original operating system. The challenges are arduous and the tasks are arduous.
But Jobs believed he could succeed. The results speak for themselves, with Jobs's keen insight into the needs of ordinary consumers, coupled with the world's most outstanding programming team as a technical support, Apple succeeded, with proud personal characteristics, attracting countless incredibly loyal fruit fans.
The abandoned weeping child finally transformed into a confident and powerful person. The inferiority complex of the young was completely eliminated, and the self-confidence was overcome and greater achievements were achieved.
Self-confidence is the cornerstone of our success in life, self-confidence is the source of our life strength, self-confidence is the master of our life destiny, and inferiority can destroy everything we have! Self-confidence is the biggest secret of our success in life, self-confidence is our innate natural potential, but in the acquired environment under the environment gradually lost our innate self-confidence. Must be unfounded confidence, unconditional confidence, absolute confidence! Firmly believing that everything is the best arrangement, the biggest secret to cultivating strong self-confidence is to remember one of the simplest and most understandable laws: positive self-confidence mentality is mental health, and negative inferiority mentality leads to mental illness! ----- Secret Law of Positive Self-Confidence】 The little secret to enhancing self-confidence is to always maintain the mental health of positive self-confidence and always clear the psychological disease of negative inferiority!
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