All Start From Listening…..

Apple Inc. is a high-tech company in the United States, their core business is electronic technology products. Since they set up the company to now, they created lots of high-tech electronic products, such as iPhone, iPad and iPod.


In the fifth chapter of “Groundswell” : listening to the groundswell, the book did mention four points about the listening plan that will help people to succeed with listening to the groundswell, these four points are as follows:

  • Check the Social Technographics Profile of your customers.
  • Start small, think big.
  • Make sure your listening vendor has dedicated an experienced team to your effort.
  • Choose a senior person to interpret the information and integrate it with other sources.

(Li & Bernoff, 2011, p.95 & p.96)

According to Forrester, the most of Apple’s customers are joiners and spectators. These two consumer groups are through extensive use of network platform to focus on the product, such as Facebook, Twitter, blogs, reviews and online videos. The best way for Apple is through these network platform to communicate with customers; try less brand, start small, it is easy to manage and observe their own products; make sure that the communication with the vendors in order to get more information to improve their own sales plan; last but not the least important, better have one person or a department that can be integrated processing a variety of sources.

Check out the video below, it is about Apple create their product ideas and how do they respond to the customer:



Li, C. & Bernoff, J.  (2011) Groundswell: winning in a world transformed by social technologies. Boston, MA: Harvard Business School Publishing


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