RED BAND: Embracing Apple Mind Think By John Sciacca

Embracing Apple Mind Think By John Sciacca

“Think different.” – Apple

Whether you’re a Mac or a PC (and, for the record, I’m a PC), you’ve got to hand it to Apple. They went from a company on the brink of total irrelevancy to a market dominating innovator on multiple fronts whose stock closed Friday with a market cap crossing the $600 billion mark. Apple is beloved by consumers, stands at the paragon of product hype and desirability, and can move the market and hold pricing in a retail environment that is increasingly cutthroat.

What can we learn from them?

At the 2011 CEDIA EXPO I sat next to Russound’s CEO, Charlie Porritt, at dinner one evening and he shared one of the more profound quotes I heard at the show. Charlie said that while Russound was meeting with Apple to implement AirPlay into a new media streamer, one of the Apple executives held up a key component and said, “This part costs $15 (at manufacture) right now. What would you do if it was $1? How would that change what you made? How would that change what you do?”

It’s a simple idea, but it’s also quite profound and illustrates the forward, look-ahead of Apple mind-think. Don’t get hung up on what IS right now; think about what it could be, what it should be, what it will be and then change, prepare and work towards getting it there.

Where Apple is big enough to push pricing downward, our businesses are subject to the pricing whims of outside factors. And we face the exact opposite issue; things we sell are continually dropping in price and in margin. Think about what you are selling today for $1000; what would you do if it was $100? How would that change what you do? While we can’t move pricing, we have to anticipate the changes and adapt to them. Prepare and plan and then act accordingly.

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John Sciacca started a personal blog back in 2010 which dared to ask the hard questions like, “Huh?” and “Whaa?” all written in a pithy, deliciously witty and uproarious manner. His blog likes to make new friends and would love to have you over for some caramels. You can follow John Sciacca on Twitter @sciaccatweets  and at his personal blog www.johnsciacca.webs.com

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