Pineapples (TM)

If the last few decades of consumerism have taught us anything, it is just how much faith people are able of setting store in a brand. In everything from motorbikes to washing powder, we do not simply test and judge effectiveness of competing products objectively (although, especially when considering expensive items such as cars, this is sometimes impractical); we must compare them to what we think of the brand and the label, what reputation this product has and what it is particularly good at, which we think most suits our social standing and how others will judge our use of it. And good thing too, from many companies’ perspective, otherwise the amount of business they do would be slashed. There are many companies whose success can be almost entirely put down to the effect of their branding and the impact their marketing has had on the psyche of western culture, but perhaps the most spectacular example concerns Apple.

In some ways, to typecast Apple as a brand-built company is a harsh one; their products are doubtless good ones, and they have shown a staggering gift for bringing existed ideas together into forms that, if not quite new, are always the first to be a practical, genuine market presence. It is also true that Apple products are often better than their competitors in very specific fields; in computing, for example, OS X is better at dealing with media than other operating systems, whilst Windows has traditionally been far stronger when it comes to word processing, gaming and absolutely everything else (although Windows 8 looks very likely to change all of that- I am not looking forward to it). However, it is almost universally agreed (among non-Apple whores anyway) that once the rest of the market gets hold of it Apple’s version of a product is almost never the definitive best, from a purely analytical perspective (the iPod is a possible exception, solely due to the existence of iTunes redefining the music industry before everyone else and remaining competitive to this day) and that every Apple product is ridiculously overpriced for what it is. Seriously, who genuinely thinks that top-end Macs are a good investment?

Still, Apple make high-end, high-quality products with a few things they do really, really well that are basically capable of doing everything else. They should have a small market share, perhaps among the creative or the indie, and a somewhat larger one in the MP3 player sector. They should be a status symbol for those who can afford them, a nice company with a good history but that nowadays has to face up to a lot of competitors. As it is, the Apple way of doing business has proven successful enough to make them the biggest private company in the world. Bigger than every other technology company, bigger than every hedge fund or finance company, bigger than any oil company, worth more than every single one (excluding state owned companies such as Saudi Aramco, which is estimated to be worth around 3 trillion dollars by dealing in Saudi oil exports). How has a technology company come to be worth $400 billion? How?

One undoubted feature is Apple’s uncanny knack of getting there first- the Apple II was the first real personal computer and provided the genes for Windows-powered PC’s to take the world, whilst the iPod was the first MP3 player that was genuinely enjoyable to use, the iPhone the first smartphone (after just four years, somewhere in the region of 30% of the world’s phones are now smartphones) and the iPad the first tablet computer. Being in the technology business has made this kind of innovation especially rewarding for them; every company is constantly terrified of being left behind, so whenever a new innovation comes along they will knock something together as soon as possible just to jump on the bandwagon. However, technology is a difficult business to get right, meaning that these products are usually rubbish and make the Apple version shine by comparison. This also means that if Apple comes up with the idea first, they have had a couple of years of working time to make sure they get it right, whilst everyone else’s first efforts have had only a few scance months; it takes a while for any serious competitors to develop, by which time Apple have already made a few hundred million off it and have moved on to something else; innovation matters in this business.

But the real reason for Apple’s success can be put down to the aura the company have built around themselves and their products. From their earliest infancy Apple fans have been self-dubbed as the independent, the free thinkers, the creative, those who love to be different and stand out from the crowd of grey, calculating Windows-users (which sounds disturbingly like a conspiracy theory or a dystopian vision of the future when it is articulated like that). Whilst Windows has its problems, Apple has decided on what is important and has made something perfect in this regard (their view, not mine), and being willing to pay for it is just part of the induction into the wonderful world of being an Apple customer (still their view). It’s a compelling world view, and one that thousands of people have subscribed to, simply because it is so comforting; it sells us the idea that we are special, individual, and not just one of the millions of customers responsible for Apple’s phenomenal size and success as a company. But the secret to the success of this vision is not just the view itself; it is the method and the longevity of its delivery. This is an image that has been present in their advertising campaign from its earliest infancy, and is now so ingrained that it doesn’t have to be articulated any more; it’s just present in the subtle hints, the colour scheme, the way the Apple store is structured and the very existence of Apple-dedicated shops generally. Apple have delivered the masterclass in successful branding; and that’s all the conclusion you’re going to get for today.

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The Rich and the Failures

Modern culture loves its celebrities. For many a year, our obsessions have been largely focused upon those who spend their lives in the public eye- sportsmen and women, film and music stars, and anyone lucky and vacuous enough to persuade a TV network that they deserve a presenting contract. In recent years however, the sphere of fame has spread outwards, incorporating some more niche fields- survival experts like Bear Grylls are one group to come under the spotlight, as are a multitude of chefs who have begun to work their way into the media. However, the group I wish to talk about are businessmen. With the success of shows like Dragon’s Den and The Apprentice, as well as the charisma of such business giants as Mark Zuckerberg and Bill Gates, a few people who were once only known of by dry financiers are now public figures who we all recognise.

One of the side-effects of this has, of course, been the publishing of autobiographies. It is almost a rite of passage for the modern celebrity- once you have been approached by a publisher and (usually) ghostwriter to get your life down on paper, you know you’ve made it. In the case of businessmen, the target market for these books are people in awe of their way of life – the self-made riches, the fame and the standing – who wish to follow in their footsteps and as such, these autobiographies are basically long guides of business advice based around their own personal case study. The books now filling this genre do not only come from the big TV megastars however- many other people smart enough to spot a good bandwagon and rich enough to justify leaping onto it appear to be following the trend of publishing these ‘business manuals’, in an effort to make another quick buck to add to their own long personal lists.

The advice they offer can be fairly predictable- don’t back down, doggedly push on when people give you crap, take risks and break the rules, spot opportunities and try to be the first one to exploit them, etc. All of which is, I am sure what they believe really took them to the top.

I, however, would add one more thing to this list- learn to recognise when you’re onto a loser. For whilst all this advice might work superbly for the handful of millionaires able to put their stories down, it could be said to have worked less well for the myriad of people who lie broken and failed by the wayside from following exactly the same advice. You see, it is many of those exact same traits – a stubborn, almost arrogant, refusal to back down, a risk-taking, opportunistic personality, unshakeable, almost delusional, self-confidence – that characterise many of our society’s losers. The lonely drunk in the bar banging on about how ‘I could have made it y’know’ is one example, or the bloke whose worked in the same office for 20 years and has very much his own ideas about his repeated passing over for promotion. These people have never been able to let go, never been able to step outside the all-encompassing bubble of their own fantasy and realise the harsh reality of their situation, and indeed of life itself. They are just as sure of themselves as Duncan Bannatyne, just as pugnacious as Alan Sugar, just as eager to spy an opportunity as Steve Jobs. But it’s the little things that separate them, and keep their salary in the thousands rather than the millions. Not just the business nous, but the ability to recognise a sure-fire winner from a dead horse, the ability to present oneself as driven rather than arrogant, to know who to trust and which side to pick, as well as the little slivers (and in some cases giant chunks) of luck that are behind every major success. And just as it is the drive and single-mindedness that can set a great man on his road to riches, so it can also be what holds back the hundreds of failures who try to follow in his footsteps and end up chasing dreams, when they are unable to escape them.

I well recognise that I am in a fairly rubbish position from which to offer advice in this situation, as I have always recognised that business, and in some ways success itself, is not my strong suit. Whilst I am not sure it would be all too beyond me to create a good product, I am quite aware that my abilities to market and sell such an item would not do it justice. In this respect I am born to be mediocre- whilst I have some skills, I don’t have the ambition or confidence to try and go for broke in an effort to hit the top. However, whilst this conservative approach does limit my chances of hitting the big time, it also allows me to stay grounded and satisfied with my position and minimises the chance of any catastrophic failure in life.

I’m not entirely sure what lessons one can take from this idea. For anyone seeking to go for the stars, then all I can offer is good luck, and a warning to keep your head on your shoulders and a firm grip on reality. For everyone else… well, I suppose that the best way to put it is to say that there are two ways to seek success in your life. One is to work out exactly where you want to be, exactly how you want to be successful, and strive to achieve it. You may have to give up a lot, and it may take you a very, very long time, but if you genuinely have what it takes and are not deluding yourself, then that path is not closed off to you.

The other, some would say harder, yet arguably more rewarding way, is to learn how to be happy with who and what you are right now.