Written on October 6, 2011 by Ignacio Gafo in Branding, International Marketing, Uncategorized

Steve Jobs is not any more with us. He has died aged 56, after being unable to beat his most formidable competitor: A pancreatic cancer.

Those of you that followed this blog, can tell how fanatic we are of Steve Jobs. Again, again and again he has been able to reinvent markets + segmentation + categories + go to market + most of the marketing concepts we are so proud of.

Be it Macinitosh, Pixar, Ipod, Mac Air, Iphone or Ipad, he has reinvented the business rules creating the most valuable IT company the world according to stock capitalization.

No doubt he was a visionary, that was two steps ahead of any of us. Where we saw something impossible and nonsense, he saw a unique opportunity, a chance for disruption and game changing.

I have personally learned quite a few things from him. But I specially appreciate two things:

- The ability to differentiate by thinking differently.

- The capacity to start again and again.

I do not need to explain the first one for it is pretty clear. So let me focus on the second one:

Most people regard Jobs as a sort of genius that has magic ball and foresees what is always right.  Therefore, every single disruptive innovation that came through was the result of the magic thoughts he had.

This is far from real.  If you take a look at his biography, you will realize that he made many mistakes and went through a significant amount of failures. However, he managed to start again and again from scratch, learning from what happened and sticking to what was an innate obsession for innovation + end to end customer experience.

It is good to think differently + it is great to go for disruptive approaches. But rest assure that the innovation and game changing process is an ongoing process where you need a passion to revolutionize and question traditional thinking, combined with a good dosis humbleness to learn and a “never give up” approach.

Marketing will not be the same any more. Thanks Steve for making us all squeeze our minds and question all our know-how.

We wish you the best and are confident that wherever you are now, you will keep on thinking differently.


Ignacio Gafo


IGG October 6, 2011 - 12:25 pm

Congratulations for your post. Great tribute to someone who has not left anyone indifferent.

Henry November 26, 2011 - 5:44 am

it’s a shame that he died a character like Steve Jobs, I think someone take long to appear as, hopefully one day and find more cures for the disease that has killed so many people ….

Thank you for your post.

Andrew February 6, 2012 - 9:31 pm

Thanks for give us a new i-live.



regalos originales August 27, 2014 - 12:48 pm

rest in peace, genious

regalos originales August 27, 2014 - 12:49 pm

rest in peace, genious

regalos originales baratos

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