【本報訊】「Code of Marketing jobs*」一文由行銷系簡士超主任撰寫，以紀念日前逝世蘋果電腦創辦人Steve Jobs。
Steve is a person who knows exactly how to listen to his inner voice which he calls intuition, love, or heart. This concept with the three interchangeable terms that he honestly shared with us in his keynote address in 2005 Stanford Commencement is a driving passion of him to realize the beautiful i- serial products by bridging art and computer technology. In his story of connecting the dots, he asserted “You have to trust in something — your gut, destiny, life, karma, whatever.” Also, he claims in his second story of love and lost that “I’m convinced that the only thing that kept me going was that I love what I did”. The third story he once again emphasized that “You are already naked. There is no reason not to follow your heart.” Finally, he gave his blessing to all of graduates by the ending notion, Stay Hungry, Stay Foolish! Few people have such capabilities to perceive his/her surrounding with clear mind of intuition and to follow with awareness of heart that subtly projecting.
Another great talent person always chooses the word “love” to express his infinite blessing to his fans is Michael Jackson. He is so clear about every fine detail of music, dance and etc., to composite a great show that he give to his fans around the world. He is the one of few who stays hungry and stays foolish, too.
Let me give you an example of how Steve prized disposition of intuition, love, or heart as judgment of taste (Elliot et al. 2011). Steve had a Porsche watch on his wrist. He loved this watch because the design of it is so beautiful and look like a museum level of collection. When someone’s eyes are caught by this gadget and this person evokes admiration with expression. He immediately took off the watch and gave it to as a gift by asserting “Congratulation for your great taste in awe of this excellent design” Few minutes later; he put on another Porsche watch again. Indeed, he had a full box of same Porsche watches to share with those who has clear mind of intuition toward aesthetic beauty. It costs about two thousands dollars each. The clear mind of intuition, love, or heart is the core code of jobs’ * marketing capabilities that change the world.
*this writing applys Steve’s preference of using lower case “jobs” as his last name just like ipod.
Elliot, J. and W. Simon (2011) The Steve Jobs way – iLeadership for a new generation, Vanguard Press.
Dr. Charles S. Chien, Founding Chair of Department of Marketing, Feng Chia University, Taiwan ROC.