There is a reference to the the marketing philosophy of Apple Computers developed by Markulla in 1977 in Issaacson authored biography of Steve Jobs.It emphasised three points.The first is  to empathise with the customer.There should be a connect between you and your customer.A company has to understand the needs of the customer better than others.The second is focus by concentrating on things you decide to do by eliminating all unimportant opportunities.The third point is to impute the desired qualities to the product and company by shunning slipshod manner or ‘chalta hai’ attitude.