The cult of Mac (as they call it)

I for one am a former Windows guy -- I loved looking at all the features and continuously adding features to my machines.  When my business partner switched to Mac, it took me a while to recognize the high level difference.  But then the Apple Customer Experience got me.   End to end nothing can beat it: pure, simple, exhilarating and effective.

What stage is your business at?

Building market position or Preparing for phase 2 of growth

It's the latter stage at which the Mac analogy comes into play.

Ultimate focus on growth and profitability
In this phase Apple wins hands down -- its customers are willing to pay "any price" to get their hands on its products.  As much as Apple's growth has come from first time Apple customers, it has also been driven by the total brand loyalty of its customers.

No product is perfect and Apple's are probably no exception, but the company succeeds in making its customer relationships transcend its individual products.  And that delivers a strength that has powered Apple's growth during the last decade.

The takeaways
Every business goes through phases -- the early ones where the concept is proven and the alignment to market demand is achieved.  Then the time comes when the growth plan has to be established.  Some businesses just cruise into this phase like they're crossing a state border in a car.  As if it's just another milepost on the roadway.

But it's not just another milepost. It's a place where a company stops and thinks at a higher level -- not just about tactical ideas.  About how it will build and establish a sustainable position in the market place.

That's where the Apple example comes in
It's a very strong role model to consider. 

Consider what your company's strengths are -- is it product development or service -- or both. Can your company reasonably expect to build a customer experience that sets it apart and defines the customer - company experience?

Can your company develop a competitive advantage by locking customers into a product experience which extends beyond the individual product?

Important questions to ask as your company is developing its next phase business strategy.