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Creativity on Friday: The 3 main threats for Apple and Steve Jobs

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Great article on Steve Jobs and Apple in the last FAST COMPANY issue : « The invincible Apple : 10 lessons from the coolest company anywhere ».

What are these 10 lessons?

1Go into your cave

2It’s OK to be the king

3Transcend orthodoxy

4Just say no

5Serve your customer. No, really.

6Everything is marketing

7Kill the past

8Turn feedback into inspiration

9Don’t invent, reinvent

10Play your own clock

What dangers is facing Apple in the short run?

To my opinion, there’re three major obstacles: “Starbuckisation”, “Toyotisation” and “Benettonisation”

Starbuckisation: how could Apple remain exclusive if everybody uses its products?
How could Apple move from “fans” to “clients”?
Toyotisation: how could Apple manage high speed growth at engineering and manufacturing level?
Benettonisation: how could Apple guarantee the turnover and the profitability of almost 300 stores with fashionable products? What will happen to the stores if every two years there’s no breakthrough innovation to sell to millions of clients?

The next months will be crucial for Apple. Does Steve have the answers to Apple’s three major challenges?

*Source: FAST COMPANY, July/August 2010, The invincible Apple, pages 70-76 and 112-113.