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empathy, focus, impute...

It was more their original marketing philosophy which was written by Mike Markkula in 1977.

empathy

An intimate connections with the feelings of the customer.

focus

In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.

impute

People form an opinion about a company or product based on the signals it conveys. People do judge a book by it's cover. We may have the best product, the highest quality, the most useful What_was_apple's_original_mission_statement, etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.

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