Experts say small business can learn lessons from Apple

APPLE is a prime example of the importance a visionary CEO has on the success and longevity of a company.

Southern Cross University Head of Information Technology, Dr Bruce Armstrong, said Apple Inc was clever in its approach and managed to condition an entire generation to use the brand's hard and software.

"Apple introduced its products to primary school children and established a brand loyalty which stayed with the students throughout their lives," Dr Armstrong said.

Apple realised that once the company established a loyal following among primary school students, it would end up with a generation of faithful Apple customers.

Apple CEO Steve Jobs played a very important role in the company's success and provided leadership, essential to the company's development.

"Steve Jobs considered the entire spectrum of the company and acted as a real visionary.

"His personal achievements and state of mind mirrored the company's and were a leading factor in the company's growth," Dr Armstrong said.

Tweed companies should realise how important it was to have a complete CEO with a vision for the entire company.

"Employees need direction and a CEO they can get behind.

"That's something local businesses can learn from Apple," Dr Armstrong said.

Gold Coast company Results Sales Corporation Head coach and CEO, Michael Sheargold said "on his return Steve Jobs focused the company's efforts on doing what it was best at".

Mr Sheargold said while Mr Jobs was absent, Apple did everything in its power to become the biggest company around.

"Steve Jobs said 'lets do what we do best and forget about being everything to all people.

"That's what businesses can learn from Apple.

"Focus on doing what you do best and growth will naturally follow," Mr Sheargold said.