Four Key Lessons to Apple’s Success, According to Apple VP Greg Joswiak

Nov 19, 2011 - 7 Comments

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Greg Joswiak is a Vice President of Marketing at Apple who focuses on promoting the iOS lineup. After working at Apple for 20 years, he has come up with four lessons that can help explain Apple’s incredible success. Shared at a recent speech in Cambridge, they are quoted below from Wall Street Journal:

Focus—”It means saying no, not saying yes. We do very few things at Apple. We are $100bn in revenue with very few products. There are only so many grade A players. If you spread yourself out over too many things, none of them will be great.”

Simplicity—”Make complex things simple. A lot of people think it means take something simple and leave it at its core essence. But it isn’t that. When you start to build something, it quickly becomes really complex. But that is when a lot of people stop. If you really know your product and the problems, then you can take something that is complex and then make it simple.”

Courage—”Courage drives a lot of decisions in business. Don’t hang on to ideas from the past even if they have been successful for you. You don’t build a product just because everyone else has one. ”

Best—”If you can’t enter the market and try and be the best in it, don’t enter it. You need that differentiation. At Apple if we can’t be the best then we are not interested in it.

Sounds like the spirit and influence of Steve Jobs to me.


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Posted by: Matt Chan in News


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  1. Bob says:

    What about the social network market? Why did they try and enter it?

    • MrNago says:

      “Bing” fail on that side in my opinion.

      They failed to find out what people think is “best” on that area. We don’t want to relate to other people based on what music we like.

      There are some Apple products that failed, they’re not perfect obviously, and they admitted it.

  2. Deocliciano says:

    Courage Indeed!
    Also Focus!
    Simplicity is result of focus.

    To be the BEST (which i think Apple IS), is NOT that important for the majority.

    • Khan says:

      Exactly my thoughts about the majority, Deocliciano! I wonder if that mentality will change with the current amount of population that are beginning to migrate towards Apple products. Last night when I walked into my local Apple store (at 4:30 in the afternoon) it was packed solid! When I joked with the girl checking me out asking her how bizness was doing, she said it’s been unreal. And that she was BEYOND excited to have a job. Another side affect of Apple….they are creating jobs…unlike our government.

      • Chris says:

        Our government gives tax breaks to people who ship jobs out of the country. That’s not killing jobs fast enough so now they want to cut spending too. No local investment (again tax breaks to create jobs in China/India) by corporations and lower government spending equals fewer jobs in this country mean that eventually Apple’s customers won’t be able to buy Apple products. The whole system is rigged to fail.

        • MrNago says:

          Agreed on the goverment fail thing.

          However, let me add something to The Best quote from Apple.
          “Best” does not mean best quality. Simply means best, wether that is price, fast release, best quality, best…what?

          Best as relative to the product and market (customers)

  3. Mr Magician says:

    100% Steve

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