Apple Matters

Chris Howard writes in Apple Matters:

Which comes first? Mindshare or marketshare?

Recently, I was talking with a friend, and she said "I have to get an iPod." "Which one?", I asked. "Oh I don't know anything about them. You play music on them don't you?" was her reply.

I was stunned. Not by her wanting something without even knowing what it was.

No, what amazed me, was that this hit home to me, how much mindshare Apple has captured with the iPod. Sure they might have 75% or so of the portable music player marketshare, but I'd suggest they have quite a significant percentage of the mindshare of the populous.

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Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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