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 dennyhatch.com.

Denis Wilson is a senior manager and B2B content specialist at Comcast Business, and is the former content director for Target Marketing and Publishing Executive.

Choose your heroes wisely. I used to be in a marketing leadership group, and any time we got into a discussion, someone invariably brought up how Steve Jobs did things. I’ve seen this in marketing pitch meetings, as well.

From The Pepsi Challenge to Apple's "1984" ad, John Sculley was behind some of the greatest marketing campaigns of the 20th century. Hear about the confrontational marketing strategy that got him there, what it takes to connect with customers, and how he went from marketer to CEO in corporate America, and what it was like to work with Steve Jobs.

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

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