Who taught Jobs marketing?

The book of the year so far has to be Isaascon's Steve Jobs.  Each page has something interesting and enlightening.  The Jobs story is well known - - but not all of it.

One new story is the one relating to Mike Markkula.  Markkula was a marketing expert that early venture capitalists recommended to Jobs.  At the time (late 1970s during the Apple II days), Markkula was only thirty-three and retired after working at Fairchild and Intel.  He taught Jobs marketing and sales - - he emphasized that you should never start a company with the goal of getting rich.  Your goal should be making something you believe in and making a company that will last.

Markkula wrote his principles in a one-page paper titled "The Apple Marketing Philosophy" that stressed three points.  The points were:

1. Empathy - - an intimate connection with the feelings of the customer.  "We will truly understand their needs better than any other company."
2. Focus - - "In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities."
3. Impute - - people form an opinion about a company or product based on the signals that it conveys.  "People DO judge a book by its cover."  "We may have the best products, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them is a creative manner, professional manner, we will impute the desired qualities."