Steve Jobs’ 10 Commandments for Managing the Creative Process

Photo: Axel Schmidt / AFP-Getty Images. By Leander Kahney,

We could all learn a thing or two from Steve Jobs. Good was never good enough. And he expected the impossible to be achieved – and surprisingly, it often was.  He was intensely focused on perfection down to the tiniest of details.  When it comes to marketing, details matter at every level. Agencies and their clients get so wrapped up in the creative process and campaigns, that sometimes the most important element is forgotten – and that is, can the brand live up to its brand promise.  One of the things that made Apple great was that Steve Jobs made sure his products lived up to the brand promise. From the product’s ease of use to pulling it out of the packaging (which most people keep because it’s so beautiful and tactile), every detail was labored over to make the entire experience not good, but great. Not okay, but absolutely perfect.  If you’ve read his biography you know that people either loved him or hated him.  But the one thing I think we can all agree on is his brilliance in delivering a superior brand experience.

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