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Film Business: Steve Jobs on Identifying Core Message

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At the moment the web is buzzing with Steve Jobs content, however the video below even though a little old is hands down my absolute favorite in terms of marketing and business advice which can be directly put to use when starting your own film business/brand. Moreover, Steve's wise words can also be applied to what you want to say with your voice as filmmaker. As director, Fernando Leon de Aranoa told me, "we must know our story and be stubborn about what we want to say in this world."  Steve is basically saying that we need to start from the inside out with "why" or in other words "who are you and what is your core message?"

"To me, marketing is about values. This is a very complicated world, it's a very noisy world. And we're not going to get the chance to get people to remember much about us. No company is. So we have to be really clear on what we want them to know about us."

                         — Steve Jobs                               to Apple employees, 1997

Posted via: Garr Reynolds

In this presentation made on the Apple campus, Steve says that marketing is not about touting features and speeds and megabytes or comparing yourself to the other guys, it's about identifying your own story, your own core, and being very, very clear about what you are all about and what you stand for...and then being able to communicate that clearly, simply, and consistently. As Steve says, people want to know who you are and what you stand for. In the case of Apple, the brand's core value, as Jobs says in the presentation, is not about technology or "making boxes for people to get their jobs done." Apple's core value, said Jobs, is this: "We believe people with passion can change the world for the better....and that those people who are crazy enough to think they can change the world, are the ones who actually do." In the end Jobs introduces the now famous Think different TV ad that was about two months in the making. This campaign was an attempt, said Jobs, to get Apple back to its core values. It was only one of many first steps, but it worked.