Steve Jobs

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at

Denis Wilson is Editor-in-Chief of Publishing Executive, Printing Impressions' sister publication that covers the magazine publishing business.

In a Budweiser Super Bowl commercial leaked ahead of Sunday’s game, soft lighting shines on a white tablecloth as, behind it, actress Helen Mirren sits regally on a bench seat that's oddly reminiscent of the ones used by Dos Equis spokesman “The Most Interesting Man in the World.”

Okay, so maybe I'm being extreme and making a blanket statement. But we've all seen them: Beautiful sites that really do little to help the client sell its products or services, full of clever or trendy functionality, cool artwork and photos, and an "elegant" design that's often impossible to read.

"It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them," said Steve Jobs. One of the most famous opinions from a highly opinionated man. Regardless of your personal view on this statement, it is remembered because of the implications that Jobs makes about customer feedback. Forbes called the quote ”a dangerous lesson.“ Even as someone who has presented ample research that customers can and do inspire innovation across multiple industries, I’m here to tell you that you should mostly agree

In 1984, Steve Wozniak and the late Steve Jobs introduced the Mac. In 1984, Peggy and I launched WHO'S MAILING WHAT!—a newsletter and junk mail archive service. We all have a joint 30th anniversary. Why did Woz and Jobs create riches beyond the dreams of avarice while Peggy did not?

Anybody who watched Amazon founder Jeff Bezos on CBS’s "60 Minutes" had to be dazzled. Bezos showed that he rivaled the late Steve Jobs as master manipulator of the media. He led Charlie Rose into a secret room and revealed to the world a dazzling project—mini-drones that deliver merchandise to customers within 30 minutes.

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