How apple doesn’t target markets but targets people
Apple Doesn't Target Markets. It Targets People
GigaOM (2010): companies adopt the iPad without Apple marketing to them, because Apple does not target markets as others do, it targets people, lets them decide how they use its products, and then the market follows. Most startups do the opposite, defining target markets from analyst data.
Franck Debane helps large companies build new ventures with Forward Partners: about a hundred programmes in more than 50 companies since 2012. He wrote Passez en mode startup (Eyrolles, 2021) and organises the Lead Innovation Day.
Short essays by email for people who launch new ventures inside large companies: testing ideas with customers, winning over leadership, using AI without the hype. Plus first invitations to Lead Innovation Day.