Just before beginning this hellaciously long drive to Alaska, I stopped in a used bookstore to sell 250 of my favorite books (that were too heavy to fit in my RAV4), but in the process, I bought one more: an old copy of Guy Kawasaki’s, The Macintosh Way.
I was going to wait to read The Macintosh Way until I got settled in Alaska, but I’ve had some down time the last few days — waiting out some brutal Canadian winter weather and waiting for new winter tires to be delivered — so I cracked it open.
Tonight, on page 123 — right before some Iditarod sled dogs started barking like crazy at feeding time in the parking lot — I read a few lines from Mr. Kawasaki that succinctly explain Apple’s marketing and public relations approach:
There’s a big difference between advertising and PR. Advertising is when you tell people how great you are. PR is when someone else says how great you are. PR is better. (This is Jean-Louis’ insight.)