I have always watched what happens when people visit stores, where do they go and what do they talk about? They are not going to tell you, but they will give it all away by the stories they tell while under observation. A common mistake marketeers make is assuming that other people see the world the way you see the world. This takes the form in thinking that other people believe what you believe, thinking that other people fear what you fear and everyone wants what you want. And when you are a marketeer, this is always a mistake!

Each of us walks around with a world view that we are certain is true. Our belief about money, about strangers, about places, etc., we think that it is true and that’s why it’s so hard to have a rational conversation with someone who holds opposing views on politics, race or religion. This is because their world view has surrounded them with enough narrative that they are sure they are right. It does not matter if you have scientific evidence, they do not want to believe you because that’s who they are at that moment. I certainly know that my world view is not the the truth of the world.

What Tim Cook understood when he took over at Apple is that many people don’t buy Apple products because they are better, they buy them because their status goes up. People will queue overnight to get the latest Apple device because they feel good when other people see what’s in their hand and their status goes up.

There has not been one important innovation has happened under Tim Cook’s leadership, this is not a criticism, as he developed the biggest, most profitable luxury brand in history. Apple just use the technology ratchet to turn a handle on status and luxury. Tim Cook and his team understand this simple formula and all they had to do was watch what was happening in an Apple Store.

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As you can see

Seek and you shall find