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Think Different — About Marketing


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by: Donnie Bryant


Apple didn’t invent music and stick it in an iPod. It just made it easier to access and carry around the tunes you love. Apple didn’t have to convince anybody that it’s better to carry one device than several.

“Find out what people want – and show them how to get it.”
~ Bernard Baruch

Sometimes people disagree when you tell them that success in marketing comes when you sell people what they want. They point to the phenomenal popularity of items like the iPod. “See,” they’ll argue, “Apple has sold millions of items that nobody even knew they wanted.”

Steve Jobs himself said that “A lot of times, people don’t know what they want until you show it to them.” Was he right?

Henry Ford once said “If I’d asked my customers what they wanted, they’d have said a faster horse.” Nobody wanted cars. They wanted to travel more quickly. Ford built what people already wanted; it just came in a different package than they expected.

The same is true for Apple. Did Steve Jobs and the crew create a brand new desire that took hold of the masses? Not at all. They took desires that already existed in millions of people and channeled it into a unique new line of products.

Apple didn’t invent music and stick it in an iPod. It just made it easier to access the tunes you love and carry them with you everywhere you go. Apple didn’t have to convince anybody that carrying one multi-capability device was better than hauling a music player, camera, GPS device and a phone.

The iGizmos were new products expressing those already-present desires in an attractive new way.

That’s not to say that Apple isn’t wildly innovative. Just that businesses do not create desire. The most successful companies tap into them.

What’s true for Apple is true for you. What you need to realize is that NO ONE WANTS A (Fill in the blank — whatever you sell).

That’s okay, because, as we just noted, no one wanted to cars either. Henry Ford changed the way the world works and became wealthy beyond belief in spite of that fact.

People may not want the physical thing you sell, but there are results that they want. They do have problems they want desperately to rid themselves of. There are things they want to have or do. They’ll eagerly pay you to help them eliminate their problems and get their hands on the things they desire.


Donnie Bryant is the author of Stealth Salesmanship: The Coach’s Edition. To find out more about the book and how Stealth Selling can help your business promote your products and services without resorting to gimmicks or fads, visit

Contributor: Donnie Bryant

Published here on: 05-Feb-12

Classification: Sales, Marketing


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