Steve Jobs was a remarkable person. Like many, I have studied his career for years and been amazed at what he achieved, in such a very short time.

One of the things that happens whenever someone has a massive impact in any area of life, is that their ideas get misquoted or distorted.

Today’s post looks at one element of Steve Jobs’ work, which is often quoted, yet has no foundation in fact. I think you may find it surprising too!

It’s not Steve Jobs’ fault

I was prompted to write this after receiving an email from a reader, who decided to do zero research before starting a new business. She failed to gain a single customer. Here’s an excerpt from what she said, used with her permission, anonymously.

She said:

‘It seemed like a good idea at the time, so I launched it without any planning or research. Steve Jobs never did any research. I thought if it worked for Steve it would work for me. It didn’t!’

Have you spotted the often quoted, incorrect assumption from that quote? It’s that totally incorrect fake-fact that Steve Jobs never did any research. This is absolutely incorrect.

Allow me to explain.

Going with your passion

It makes perfect sense to go with your passion in business. If you get an idea for a product or service and you think it stands a good chance of succeeding, do it! My own business was started that way and I know the same is true for many of the business owners reading this.

Steve Jobs was exceptionally passionate about his work and it shone through everything he did. In fact, people who worked with him often refer to his ability to create a reality distortion field, where he was able to convince them of almost anything he believed in.

Passion is essential. However, to ‘just do it’ as Nike say, and start a business or launch a new product without any planning or research, is extremely short-sighted. This is why someone as intelligent as Steve Jobs would never do that.

That’s right, Steve Jobs knew the value of research and planning. He didn’t become super successful by accident.

Steve Jobs, research and planning

Steve Jobs was the most interesting, fascinating and least understood businessperson I have ever studied. I firmly believe he was a genius and I don’t mean a genius in the, ‘everyone’s a genius’ kind of way. Jobs was truly exceptional.

Now, his approach to business was indeed pragmatic, however, he did invest in research. No, not as heavily as some of his competitors, but in his last year at Apple, Apple invested over $2Billion in research and development.

I bet that’s the first time you heard of the billions Apple Inc. invested annually, in R and D?

Why? Because it gets in the way of a better (fake) story… the idea that a company can become the most valuable in the world, on the hunches of one man. Steve Jobs knew his own brilliant mind and was an exceptionally good decision maker. One of the best, if not the best. However, to suggest, as many do, that he did no research and just launched into projects blind, is incorrect. Even a genius appreciates the value of planning, research and development.

If you have an idea for a product or service, go for it. As Steve Job’s said, ‘real artists ship’! Just make sure to do the research and planning, first.

If you want to generate high quality sales extremely quickly, I have a powerful, proven idea for you. It’s based on a strategy I use with my clients, which has produced amazing results.

It can work for you too. Here’s what you need to know.

It’s based on 3 Facts, plus 1 question

I want you to think about the following 3 facts, regarding your clients or customers:

1. These good people trust you.
2. They also have an existing trading relationship with you. In other words, they are used to working with you, receiving invoices from you and paying you. They also know you provide them with an excellent service.
3. Because of those previous 2 points, making additional purchases from you is seen as low risk or no risk.

Now answer this question:

What additional, useful product or service could you offer to your existing clients or customers?

Here’s why this strategy is so effective

Selling to your existing clients has 2 huge advantages over selling to strangers:

1. The process is very quick, because of the 3 facts I just mentioned. This makes it perfect, if you want or need to increase your sales, revenues and profits quickly.
2. By offering more high value services to your clients, you become more valued as a provider. This makes them less likely to switch to an alternative provider. So, as well as making your clients more profitable, you also increase your chances of retaining their custom.

The bottom line here is this: If you’re looking for the fastest and least expensive way to generate far higher revenues and profits, this could be it.

If not, it’s pretty darn close.