Last week’s launch of the iPad 2 created two types of responses:
a) From the Apple Evangelists: "It’s amazing”…”Love it!”
b) From the Apple Haters: “It’s a ripoff!”…… “I’d never buy an Apple product”
This “love it” or “hate it” relationship is one of the key’s to Apple’s success. In much the same way that it is for the food spread brand, Marmite – which people famously either love or hate.
You see, instead of ‘playing safe’ and creating average, middle of the road products to sell to a mass market, Apple changed the technology market by creating what Seth Godin would call “remark-able” products. Phones, computers and tablets worth making a remark about. Products worth talking about and stories worth spreading.
In doing so, they’ve created a loyal tribe of fanatics who, not only queue for hours to buy their products, but become Apple’s unpaid marketing team and spread their message for them. (E.g. here I am writing about Apple without any pay or reward) .
And just like Marmite, this approach also creates a polar opposite – a band of haters. But that’s precisely the litmus test to prove that they’re so far away from the dull, bland middle road that people will talk about them. (e.g. I hate Marmite, but here I am writing about it and linking back to their cool website)
3 Questions for you:
Whether you are job searching, career changing or looking to accelerate in your existing role:
1. What’s your ‘Marmite factor’?
- What is it about your personal brand that makes some people love you and some people dislike you? (Here’s a clue – it’s usually the very same thing)
2. Who are your evangelists?
- We’re all suffering from information overload so who’s helping to spread your ‘Marmite Story’ so that your message is heard above all the noise?
3. Who are you upsetting?
- You’re not trying to impress or attract everyone. In fact, quite the opposite. A small, distinct group of people, clients and employers who would go out of their way to work with you, to refer you, to hire you.
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