Why did Steve Jobs recommended not talking about the product?
Steve Jobs was well-known for his focus on marketing and for his ability to effectively promote products.He often spoke about the importance of understanding the needs and desires of customers and creating products that meet those needs. He was also known for his ability to craft compelling narratives and messages that resonated with consumers and helped to build excitement around new products.
Steve Jobs did have a philosophy when it came to marketing that involved looking beyond the product itself and focusing on the experience that it provided. He believed that people don't just want a product, they want a solution to a problem or a way to fulfill a desire. Therefore, he believed that marketing should be about creating an emotional connection with the customer and telling a story that resonates with them.
Steve Jobs' most famous advertising campaign starts with "Here's to the crazy ones. The misfits, the rebels, the troublemakers, the round pegs in the square holes, the ones who see things differently. They're not fond of rules, and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things - they push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do."
In this sense, Steve Jobs was advocating for a marketing approach that focuses on the benefits and experiences that a product provides, rather than simply listing its features and technical specifications.
This approach can help to create an emotional connection with the customer and make the product feel more relevant and valuable to them.
So, note that this approach still requires a deep understanding of the product and its capabilities, and it doesn't mean that you shouldn't talk about the product itself or its features at all.
Written 2022-12-25, revised 2023-07-02, published here for the first time.