Tell Them, Tell Them, Told Them
The Apple Worldwide Developer Conference (WWDC) is an annual event that Apple conducts for the thousands of developers who create applications for Apple’s products. When the conference is announced as open for enrollment, the available seats are sold out in about an hour because developers are thirsty to learn about the new application programming interfaces that Apple introduces each year to expand the versatility and capability of their systems. The WWDC lasts for an entire week, but the most important part from a market perspective, is the first two hours when the CEO and the senior leadership team present their latest vision, strategies, and new products. The two hour keynote speeches summarize and articulate an incredible amount of complex computing and information technology and make it understandable to analysts and consumers. I always looks forward to watching the keynote video on the evening of that first day of the WWDC, because it symbolizes near perfection in marketing. I don’t know who invented the methodology, but somewhere early in my career, I learned it: Tell them what you are going to tell them, Tell them, and then tell them what you told them. Apple follows this regimen with perfection. No words are wasted. All the words are carefully crafted into a simplistic and easy to follow narrative that makes the beholder able to understand. The speakers show passion for the technology and enthusiasm as they explain it. I don’t know what the price of Apple stock should be, and I try not to confuse a great company and a great stock. However, from what I see, Apple has an extraordinary future. They are not perfect, and at times even display hubris. However, when I see their executives on stage enthusiastically demonstrating their products, I know that they actually use their products, and this gives me confidence that if there’s a feature that frustrates me, it probably frustrates them too, and it will likely get fixed. I don’t have the same confidence about the executives who run RJR Nabisco or Kellogg, or any of the cereal manufacturers. I doubt if any of their top executives have ever had to open a cereal box and therefore have not experienced the frustration of ripping the bag to shreds in order to get it open. Apple walks the talk.