Steve Jobs on Finding Your Company’s Core Passion

This video was filmed after Steve Jobs returned to Apple as CEO for the second time. In this video he gives examples of companies that promoted their core value (core passion) in their marketing with great success. He then explains how Apple needed to demonstrate its core value: that people with passion CAN change the world. Hence was born one of Apple’s core passions: “Think Different.” Watch it for ideas on finding your company’s core passion.

Passion in Business

Picture two fast food hamburger restaurants on opposite corners. Their products are virtually identical, except their unique branding for the special burgers. Their prices are the same. They’re both fast–you’ll get your food in the same amount of time. The service is courteous in each. Yet, there is a difference. In one restaurant, employees, though courteous, are not smiling. They ask for orders and deliver their food with rote actions, moving from one to the next, almost as if they are not “there”. Their bodies and voices are responding, but their eyes are empty.