Probably the best marketing lesson ever made. Almost 20 years ago, things we’re changing and Steve Jobs was the force that pushed his company forward, through a real innovative state of mind that pervaded everything from the production to distribution, from manufacturing to brand marketing and advertising. But the starting point has always been the CONSUMER, never the COMPANY itself. Because if your consumers feel involved by your values, they will buy your products and make your company solid. When you think to much of what is good for your company it can happen that you forget your consumers and that’s a disaster.