News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Apple’s Product Videos: Corporate Fluff or Brilliant Mission Statements?
Dan Lyons / HubSpot / June 13, 2013
Apple introduced a bunch of new products this week, including a new Mac Pro, new Mac operating system, a new streaming music service called iTunes Radio, and a new version its iOS mobile operating system.
They’re all interesting enough … but you know what was even better? The videos Apple made to go with those products. Maybe it’s just because I now spend as much time thinking about the marketing of products as I do about the products themselves — but I was struck by those videos.
The hushed, reverent tone. The gorgeous photography. The style that is so consistent and so unique that you would know without being told that they are made by Apple.
The videos weren’t about products. They were about Apple. They were a mission statement — a declaration of what Apple, the company, stands for.
Maybe you think mission statements are a load of bull and a waste of time. I disagree. I think these videos are incredibly important, because before you shoot a minute of video or audition actors or build sets or write the first page of the script, you have to ask yourself a really huge and important question: Why are you in business?
Think about it. Why does your company exist? What is your purpose? The answers to these questions drill down to every aspect of what you do, every decision made by every employee in every department. Why do you make this product and not that product? Why do you make it this way and not that way? Why do you have this feature and not that feature? Why do you sell to this kind of customer but not that kind of customer?