Marketing is About Values: A Lesson from Steve Jobs


In today’s bustling marketplace, where innumerable brands compete for attention, it’s all too simple to become overwhelmed. Firms inundate us with an array of features, specifications, and discounts, yet we frequently overlook the fundamental principle of marketing: Value.

Steve Jobs, the innovative co-founder of Apple, grasped this concept exceptionally well. A striking YouTube video shows him stating, “Marketing is about values.” This brief phrase carries deep significance for both entrepreneurs and marketers. It underscores that success is not merely about selling products but about presenting something more substantial—a persuasive value proposition.

This blog delves deeper into Jobs’ philosophy of value-based marketing. We’ll explore how this approach can transform your business and create a loyal following.

The Power of Values-Based Marketing


Traditional marketing typically emphasizes product features and functionality, such as a processor’s speed or a camera’s megapixel count. Although these specifications are significant, they don’t resonate with consumers emotionally.


Steve Jobs believed in marketing, which resonates with our values and aspirations. He understood that people don’t just buy products; they buy into a brand story, a way of life.


Think of Apple’s iconic “Think Different” campaign. It didn’t focus on technical specs of their computers. Instead, it celebrated creativity, innovation, and the power to challenge the status quo. This message resonated with a generation who saw themselves as rebels and visionaries.

Value-based marketing goes beyond mere advertising. It permeates every aspect of your business, from product design and customer service to your company culture. It’s about creating a holistic experience that aligns with your target audience’s beliefs and desires.


Identifying Your Core Values

So, how do you translate Jobs’ philosophy into actionable steps? The first step is to identify your company’s core values. What principles guide your decisions? What impact do you want to make on the world?

This requires introspection and honest evaluation.  Here are some questions to get you started:

What problem are we solving for our customers?

What makes our product or service unique?

What kind of work environment do we want to cultivate?

What social responsibility do we feel?


Once you clearly understand your core values, you can begin to weave them into the fabric of your marketing strategy.

Building Your Brand Story

Your brand story is the narrative that explains who you are, what you stand for, and why you matter.   An effective brand story is: 

Authentic: It reflects your company’s genuine values.

Compelling: It captures the audience’s imagination and creates an emotional connection.

Clear: It communicates your message in a concise and memorable way.

Remember, your brand story is not just about you. It’s about how your product or service improves your customer’s lives.

Examples of Value-Based Marketing in Action


Numerous brands have effectively utilized value-based marketing. Patagonia, for instance, is renowned for its dedication to environmental sustainability. Through their marketing efforts, they aim to increase awareness of environmental concerns and encourage responsible enjoyment of the outdoors.

Similarly, Dove’s “Real Beauty” campaign challenged traditional beauty standards and celebrated women’s diversity. This resonated with a large audience yearning for a more inclusive definition of beauty.

These examples showcase how focusing on values can create a brand identity that goes beyond just selling a product.




In the current competitive market, value-based marketing is essential, not merely optional. Understanding and conveying your brand’s values can draw in devoted customers, foster loyalty, and secure enduring success.

This blog marks the start of an ongoing dialogue. In upcoming or other posts, we will explore specific strategies for implementing value-based marketing in depth, examine case studies of successful brands, and provide practical advice for creating an engaging brand narrative.