Point No. 1: Empathy Apple should strive for an “intimate” connection with customers’ feelings. “We will truly understand their needs better than any other company,” Markkula wrote.
Point No. 2: Focus To be successful, Apple should center its efforts on accomplishing its main goals, and eliminate all the “unimportant opportunities.”
Point No. 3: Impute Apple should be constantly aware that companies and their products will be judged by the signals they convey. “People DO judge a book by its cover,” Markkula wrote. “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.”