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Managing perceptions and product at RIM like Apple did

By Jesse Rodgers

A tweet by Peter Mansbridge brought a lot of people’s attention to an article entitled Steve Jobs’ Lesson for RIM: Power of Perceptions, Turnaround 101, which focuses on how Steve Jobs changed the perception of Apple. That perception shift was driven a lot by product, and it wasn’t the iPod that did it. It was the other product — the Mac computer — and Apple’s ability to extend the life of a dead OS. Apple focused on revenue building and its “cult of mac” first.

The problem Steve Jobs faced with Apple’s OS going from the OS 8/9 to X and where RIM is now feels very similar. Apple extended the life of a dead OS while it built the OS for its future (OS X), the one that gave it the flexibility to build the iPod, the iPhone, and beyond. Did Jobs manage perceptions through how he spoke about Apple? Sure, but he also needed his product to deliver on the promise that Apple is innovative and cool.

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Recent Comments

  • Stephen Murray : Interesting article. I am close to finishing a book titled "Davis and Goliath - One Inventor's Struggle with the Mismanagement and Theft of Intellectual Property." Davis in my book is W.R. Davis Engineering. "Goliath" is the Canadian Department of National Defence. The intellectual property is an infrared signature suppression system to protect warships and tactical aircraft from being targetted by heat seeking missiles. I was a public servant co-inventor in this story. As was the case in the biblical story "David and Goliath," Davis did indeed slay Goliath. Davis is wealthy today. The inventors and the Crown got nothing. But the Crown's negligent acts were to blame for most of outcome. Everything that could have gone wrong in the story did go wrong. My book may interest you. Hope to have it published by year end.

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