How Psychology Saved Apple

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Recorded28 Jan 2025

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While Apple is now a trillion dollar company, its path to success was filled with moments where the entire brand nearly disappeared.One of the most notorious examples happened in 1997. Apple was just 90 days from bankruptcy.Jobs had returned as the head of Apple that year, 12 years after getting kicked out of the company by his own board of directors and handpicked CEO John Scully.Jobs had kept himself busy, leading companies like Pixar and NeXT, but he KNEW he had to get back to Apple.And when he finally did, he basically walked into a room on fire. Unsurprisingly, Steve Jobs used a bit of marketing psychology - applied consciously or not - to save the company… going from near bankruptcy and losing over a billion dollars that year, to turning a profit of 309M dollars in just 12 months. I’m Jennifer Clinehens and you’re listening to Choice Hacking - a podcast about applying marketing psychology and behavioral science business, marketing, experience design, and more. Join me today as we unpack the psychology behind one of the most impressive - and legendary - turnaround stories in business history.⭐⭐⭐⭐⭐Please take 12 seconds to rate and review the podcast because it helps us find new listeners ⭐⭐⭐⭐⭐COACHING✅ To learn more about working one-on-one with Jen and book your free Connection Call, visit https://www.choicehacking.com/coaching-inviteThis month I have 3 spots available - first come, first serve.FREE RESOURCES✅ Get a free digital copy of my bestselling book for a limited time, Choice Hacking: How to use psychology and behavioral science to create an experience that sings. Get it here: https://www.choicehacking.com/free-book/ ✅ Get FREE weekly marketing psychology insights when you join my newsletter, Choice Hacking Ideas: Join the 10k+ people getting daily insights on how to 2x their marketing effectiveness (so sales and profit 2x, too) using buyer psychology. Join here: https://www.choicehacking.com/read/✅ Connect with host Jennifer Clinehens on LinkedIn, Instagram, YouTube, or TikTok @ChoiceHackingWORK WITH JEN CLINEHENS & CHOICE HACKING✅ Training & Workshops: Get your team up-skilled marketing psychology and behavioral science with a workshop or training session. Choice Hacking has worked with brands like Microsoft, T-Mobile, and McDonalds to help their teams apply behavioral science and marketing psychology.Learn more here, and get in touch using the contact form at the bottom of the page: https://www.choicehacking.com/training/✅ Get your own Chief Marketing Copilot for your business when you my new program. Get live Skill Sessions, Implementation Sessions, and one-on-one time with me.Learn more here: https://choicehacking.academy/pro/✅ Buy my book in Kindle, paperback, or audiobook form: "Choice Hacking: How to use psychology and behavioral science to create an experience that sings": https://choicehacking.com/PodBook/ ★ Support this podcast ★

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