The Untold Secret of Steve Jobs’ Empire
(Part 2 of 2)
By Joshua Boswell

Last week, I posed this question to you: “How do you find in-demand products that will sell and bring you high levels of wealth and success?”

Today, I’m going to show you why that is actually a bad question — at least it’s not a very effective one, as you’ll see.

To be honest, I used that question to capture your attention … now that I have it, I’m going to give you the right question … plus some ideas on how to use it profitably. And, I’m going to have Steve Jobs help me …

In 1997, shortly after Steve Jobs took back the reins of Apple, Inc., he was speaking at a tech conference. An attendee questioned him on his approach to using technology and marketing.

Sitting on a stool, he thoughtfully rubbed at his chin. Slowly he said,

“I have to think of how to create a product that will sell billions of units — not just a few million,” he stated.

Now, if you ask me, that is really big thinking!

His tactic for finding and creating a line of products that would sell billions of units is really remarkable … and astonishingly simple. Let me share it with you …

We know that you have to find a product that is in “demand.” Just trying to address “needs” is not enough. Everyone has already figured out how to have their needs met, or they would be dead.

Yes, you need to uncover “demands” — and then supply those demands — but how do you do it? Mr. Jobs’ continued and explained what most companies do … and it’s not very effective …

“The problem with most technology companies is that they look at what technologies are currently available and ask what they can make — and then sell to consumers — using those existing technologies,” Steve said.

He also said he had made the same mistake and it had cost him hundreds of millions.

In thinking about that statement, I see two problems with the mentality Mr. Jobs is talking about here …

First, there is no innovation. In-demand products … think iPod, iPhone, iPad … are those that are slightly new, different, unique, and resonate with a core emotional human desire for something better. Taking the same old stuff and slopping it around will never do. Remember this … human demand is driven by “better.”

Second, the core question of most technology companies that Mr. Jobs is describing is framed in a “me-centric” way — just like the one I asked you last week. The energy and focus is on the wrong person.

No wonder the average consumer thinks poorly of big companies and most salespeople. It’s like saying, “How can I extract the most money out of this chump so I can be rich?” No one likes to be thought of in that way … and certainly no one that I know of likes to be a pawn in someone else’s chess game.

Only thinking about what you can sell people and how you can make money will preclude you from finding products that sell really well. It’s ironic, but it will hold you back from really having a fulfilling, truly wealthy life.

With that in mind, let me give you the core philosophy that I believe drove Steve Jobs and Apple to be a global success …

“Instead of worrying about existing technology, I sit down and think first about how I can improve the lives of other people. How can I make things better, easier, faster, more efficient for them? What could I do to really impress them and raise their quality of life?”

I’m paraphrasing Mr. Jobs’ remarks, because he spoke on the topic for more than 20 minutes — but the quote above is the mental and emotional essence of his approach.

His starting point in finding products that would sell really well, was never “What will they buy?” or “How can I get rich selling something to these people?” It was always, “How can I improve their life?”

By now, I hope you know that my entire focus with Carefree Entrepreneur is to help you create safe, solid wealth. Most people will never reach their dreams or this level of success, because at the core, their thinking is off. They have an internal, money-hungry focus that seriously damages their chances of winning.

My mission is to help you think deeper, differently, and more effectively. Together, we are going to uncover the secret mindset, strategies, and techniques of the truly wealthy.

That is why I brought you into the world of Steve Jobs … to help you quickly and easily discover products that would sell. He always began with the right question, and now you can, too.

So, now it is time to take action! This week, sit down and do the following …

Set aside 5-10 minutes and clear your schedule. I want you to really devote some energy and focus to this.

Clear your mind. Stop worrying about how you will become wealthy. Set aside your financial aspirations, goals, and dreams … and yes, your worries.

Most of all … Take the “me” hat off and put on the “you” thinking cap for a minute or two.

When you look at wealth and business through this lens, a whole new world of opportunities opens up to you. Let me show you what I mean …

As bishop for my church, I regularly meet with people who are in financial distress. The top thoughts on their mind are … “How can I save more money?” and “How do I make more money?”

As I was sitting with one man the other day, he told me that he’d been thinking of these two questions for a long, long time, but just couldn’t see a way out of his financial crisis. Year after year, it just kept getting worse.

I suggested he change the question. “Why don’t we think about what skills, insights, and experience you have that could bless the lives of other people. What could you do to make someone else happier?”

At first, the thought surprised him. He thought for a minute, and then with a little more prodding from me, he started listing off a number of his talents, skills, and insights. Within 20 minutes, he’d thought of about a dozen ways to help his fellow man and about half of those were ideas inside of proven, marketable industries.

In other words, he could make money doing them.

And, let me tell you, he was very excited. Finally, after years of being vexed by financial trouble, there was some hope for escape.

The difference came in turning his focus to others, instead of stressing about the money and getting rich.

So, that is my first suggestion for you …

Follow the example of Steve Jobs and start asking different questions.

Turn your attention to those around you and see how you could improve their life. What product, service, idea, innovation, concept, or information would make them happy and feel special and important.

That is the beginning of finding products that sell. It is also the beginning of innovation. Best of all, it will cost you nothing more than some deep thinking.

Once you have a nice list of answers to the question of, “How can I make someone else’s life better?” … your next questions will be, “How do you convert that into products and services? How do you get the message out that you’re open for business and ready to improve their lives?”

That’s what we’ll be doing next week … answering those life-changing questions.

Until then, open your mind to all the ways you could brighten someone’s day and put a smile on their face. I know every time I use my iPhone or iMac or a cool new app, I’m smiling. It’s the billionaire’s way, so let’s do the same.