Markkular wrote his principles in a one-page paper titled "The Apple Marketing Philosophy" that stressed three points.
The first was
empathy, an intimate connection with the feelings of the customer: "We will truly understand their needs better than any other company."
The scond was
focus: "In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities."
The third and equally important principle, awkwardly named, was
impute. It emphasized that people form an opinion about a company or product based on the signals that it conveys. "People DO judge a book by its cover," he wrote. "We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner,they will be perceived as slipshod; if we present them in a creative, professional manner, we will
impute the desired qualities." (p. 78)