Steve Jobs as head of Apple helped changed the world as we know it – the computer, music, movie, and telecommunications industries all have changed because of Apple and visionary founder Steve Jobs. In the book Innovation Secrets of Steve Jobs by Carmine Gallo,  McGraw Hill, NY,2011, the author points out what Mr. Jobs did and the 7 principles to follow. The seven principles are Do What You Love; Put a Dent in the Universe; Kick-Start Your Brain; Sell Dreams, not Products; Say No to 1,000 Things; Create Insanely Great Experiences; and Master the Message. The 7 principles will not bring you to the billionaire status, but it may bring you a better life. A better life for you, your company and your customers and in the end that is what we all try to do.

In Mr. Gallo’s there is a number of examples of how innovation can work and some of them are:

At one time, computers were big and bulky, Steve Jobs and Apple saw their vision as doing something better for people. Steve studied the way people used their rotary phones in their homes and many of them sat on telephone books. One day Steve brought in the telephone books and threw it on the desks and said the footprint of the computer can be no larger than the telephone book. The existing computers were 3 times the size of the phone book. The team eventually responded going vertical and smaller, more important Steve Jobs’ actions reinforced Apple was different and trying to do better.

If you wish to be an innovator, you need to be curious – if you start with How can it be better? you will likely lead to small improvements. If you ask Why? Why not? and What if? those type of questions will lead to more explosive large improvements. Always going back to your customers and how they actually use the device, this knowledge will lead you in the correct path.

In terms of products you offer, each product you offer has people behind it – to help sell, to improve, to do administrate, to do something. You have a finite amount of resources – is it better for your customers and yourself to limit the product offerings and make the ones you have great?

Everyday, people do things, at the same time they do not other things, sometimes what you do not do is equally as important as you do. What do you say no to?

Apple stores have some of the highest gross revenue per square foot which makes looking at the Apple store very important – the concepts include: 1) design uncluttered stores – open, light, airy. 2) locate the stores where people live their lives – the mall 3) allow customers to test-drive the products – make it friendly to browse 4) offer a concierge experience – display the product and offer solutions 5) make it easy to buy  and 6) offer one to one training – anyone who buys a product can come in and learn how to use the products.

Whatever your product or service you sell, you have to tell people your story. Be a great storyteller. Steve Jobs followed the same outlined every time – you can copy him. 1) Create a Holy Smokes Moment 2) Stick to the Rule of 3 – most plays are 3 acts for a reason 3) Share the Stage if a long presentation 4) Introduce Heros and Villains – good and bad guys 5) Think Visually – the slides are meant to complement your presentation, sometimes all it takes on a slide is a picture or one word; 6) Create Twitter-Friendly Headlines – make it simple to talk about your product and 7) Sell Dreams not Products – what you can do with it

Linking to dividend paying stocks, most dividend paying companies are not going to be great innonvators, but they might be great implementers of well tested ideas. If a company does nothing but pay dividends, eventually others will start chipping at it, unless it is a regulated monopoly. Dividend paying companies can continually see what others are doing and do test marketing to see what can be adapted to their company. Often change comes slowly, but profitable change is what shareholders desire,

There are more questions than answers, till the next time – to raising questions