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Very often I hear clients say, “we want to be the Apple of our industry.” When I heard this again today, it got me thinking—what does it mean to be like Apple?

If we could summarize what that means—what could we say? And why?

1. Simplicity: if it ain’t simple to use, it ain’t Apple.
2. Intuition: it knows how we use stuff—the iPod controls, the playlists, the iPhone's touch pad.
3. Innovation: it's the pioneer of “thinking different.”
4. Focus: it knows its target audience and goes after them with blinders on.
5. Relevance: over two decades it has continued to remain relevant to its target.
6. Eye on the future: it has its finger on the pulse of future trends.
7. Aspiration: almost everyone wants to own one.
8. Distinctive: you can hide the logo, but you can’t hide the fact that it's an Apple!

I would love for you to build on this—is there anything I'm missing?