Ex-Apple executive demystifies Steve Jobs for Marketing Students

Written on 20 February 2015.

An obsession with product perfection was what drove Apple Inc. CEO Steve Jobs to continue to seek new innovations, according to Bruno Didier, ex-vice president of marketing for Apple Europe. Didier visited EDHEC Business School’s campus in Lille recently to talk about the importance of the customer experience with Marketing Management students.

“One of the things that Steve Jobs understood and that you have to understand is that to succeed in business you have to do things differently and do them better,” Didier told the class of roughly 100 students. “When Jobs introduced the Apple desktop computer, all other PCs were beige boxes. His were bright colours and transparent.”

During his three-hour lecture, Didier talked about Jobs’ genius and his personality, which at times was mercurial and odd to people who did not know him well. Jobs died of cancer in 2011. “It was really wonderful working with such a person because he could connect the dots,” Didier said. “He was a product addict and his attention to details was unmatched.”

Didier’s lecture on Apple’s marketing techniques was part of a Customer Relation Management course led by Professor Jean-Pierre Dolait, who regularly brings high-profile business professionals to his courses. After the visit, students used information from the lecture to complete a case study on Apple. “I wanted Bruno Didier to explain to students how Jobs developed a company from nothing in a relatively short time,” explained Dolait.  

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