An intimate connection with the feelings of the customer: "We will truly understand their needs better than any other company."

"In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities."

It emphasized that people form an opinion about a company or product based on the signals that it conveys.

"People DO judge a book by its cover,"

"We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities."

Mike Markkula
January 3, 1977