When Steve Jobs told Apple employees during a townhall: Nike sells shoes, and yet ...
Times of India
by TOI TECH DESKFebruary 22, 2026
AI-Generated Deep Dive Summary
Steve Jobs once credited Nike with teaching him one of his most important marketing lessons during his return to Apple in 1997. He admired how Nike, despite selling a basic product like shoes, positioned itself as a brand that inspired and represented more than just footwear. In a townhall meeting that year, Jobs explained that Apple needed to adopt a similar approach, focusing on core values and storytelling rather than technical specifications. This shift in strategy helped redefine Apple's image and solidified its position in the tech world.
Jobs emphasized during the meeting that marketing should resonate emotionally with consumers by highlighting what a company stands for, not just what it sells. He contrasted this with traditional tactics like comparing speeds and feeds or technical advantages over competitors. Instead, he pointed to Nike’s success in creating an identity around athleticism and inspiration. This approach allowed Apple to move beyond being seen as just a computer company, positioning it as a brand that embodies creativity, innovation, and a belief in the power of passionate individuals to change the world.
Jobs also shared insights about product focus when advising Nike CEO Mark Parker after his appointment in 2006. He encouraged Nike to streamline its offerings by eliminating lower-quality products and concentrating on its best-selling items. This advice, which Parker described as “absolutely right,” helped Nike maintain its reputation for delivering desirable, high-quality products.
Steve Jobs’ lessons from Nike not only transformed Apple but also demonstrated the importance of brand identity in business. By focusing on values and storytelling rather than just functionality, companies can create a lasting impact that extends far beyond their products. This approach continues to influence global marketing strategies, making it a key takeaway for anyone interested in leadership and innovation in both tech and broader industries.
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Originally published on Times of India on 2/22/2026