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The Art of Creating Want: A Tale of Two Tech Giants

    In the world of marketing and consumer engagement, cultivating the “want” factor is more of an art form than a science. A compelling illustration of this can be found in the contrasting stories of Apple and Microsoft.

    Apple’s Success

    Apple transformed its near-bankruptcy fate by investing in digital music with the iTunes music store and the iPod. By building relationships with influencers, employing strategic pricing, and genuinely connecting with the music world, Apple successfully created a level of desire that led to the phenomenon of the iPod.

    Microsoft’s Missed Opportunity

    Microsoft, on the other hand, attempted to recreate Apple’s success with the Zune. However, a lack of authentic connection to the music world, missteps in marketing, and the absence of differentiating features made the Zune appear as a cheap imitation of the iPod.

    Key Takeaways

    • Don’t force your product or try to pit consumers against each other.
    • Cultivate genuine relationships and drive down prices strategically.
    • Authenticity and understanding of your audience are vital.

    The art of creating want is a nuanced and multifaceted process that can determine the success or failure of a product. The examples of Apple and Microsoft serve as potent reminders of what to do and what to avoid.

    Get Ready for “The Want Factor”

    If you found this exploration fascinating, you’re in for a treat. Our new book, “The Want Factor,” dives even deeper into the world of cultivating desire in the modern market. Look out for it at the end of the month and discover the secrets that can transform your business and marketing strategy. Follow us on Social Media so you get notified when it is available!


    Erik McNair

    Erik McNair is a digital marketing professional living in Arlington, OH. As co-owner of McNair Media, he has focused on developing and executing SEO and marketing strategies in a manner that supports the client’s consistent business growth and enhances brand equity and awareness. He attended and graduated from Georgia College & State University in Milledgeville GA with a degree in Mass Communications with a concentration in Telecommunications. He’s a certified Google Adwords, Google Analytics, and Bing Ads marketing professional. Outside of marketing, Mr. McNair is an avid technologist. He’s always running the latest software betas and testing out new and exciting products. He occasionally writes about thoughts on technology, but his main focus has been on growing and establishing McNair Media.