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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 software, 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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