11/11/14 10.4K

Even 20 years ago, it was still difficult to imagine that computers would be so firmly entrenched in the daily life of every person.

Work, relax, communicate - all this can be done using a device with Internet access. And being on the World Wide Web and not knowing what Google is is the same as living in Paris and missing the Eiffel Tower.

Advanced search technology and great amount useful services have made this company the true king of the Internet.

Who do you need to be to conquer the world? Someone will need an army of well-trained soldiers for this, and someone will need beauty. But in our time, more and more people are gaining recognition and respect with their mind.

In many biographies of famous personalities, there is a description of ordinary guys who started creating in their own garage. All they had initially were brains with bright ideas.

The history of Google began with these young people, ready to work hard to make their plans a reality:

The path from zero to billions

In the formation and development of Google, a deep domestic trace can be traced. The talented mathematician Sergey Brin, who emigrated to the United States at the age of five, was at the very beginning of the company and still manages it:

To realize the amazing transformation from "nothing" to a giant on the front lines modern technologies, it is necessary to note the most important stages in the development of Google.

1995 Sergey Brin volunteered to give a tour of Stanford University for students, one of whom was Larry Page. The student and the "guide" immediately began to argue about everything in the world, which became the basis for further strong friendship and the same cooperation;
1996 Development of a search engine based on PageRank technology, the essence of which is the ranking of sites depending on the link weight obtained with the help of backlinks. This technology has become a real revolution, since before that the main criterion for search engines was the number of keywords on the resource page;
1997 Google got its name. It is simply impossible to imagine how much information on the World Wide Web, so Sergey and Larry decided to choose as the name the number that is closest to " impossible to imagine how much". A googol is when you add one hundred zeros to one. The spelling of the word was slightly corrected for euphony;
August 1998 The only question Andy Bechtolstein (one of the founders Sun ) was: " In whose name should the check be written?? One hundred thousand dollars went to the account of the not yet born Google Inc;
September 1998 The company moves to its first office - a garage. There are already 3 employees on the staff.
February 1999 The company already has 8 people and rents an office in Palo Alto.
September 1999 Move to own building located in Mountain View.
year 2000. Google signs an agreement with Yahoo, becoming the main provider of information search services and the largest search engine in the world.
year 2001. The company expanded its influence in the territory South America. There are 3 billion documents in the search engine index.
2002 A new office opens in Sydney.
2003 Google buys Pyra Labs, whose most famous technology was Blogger.
2004 The main office moves to a new building, the number of employees has increased to 800 people. Google goes public for the first time, offering its shares on the NASDAQ. Larry Page and Sergey Brin become billionaires.

In the future, things at Google went better and better, and today it is already impossible to imagine using the Internet without the popular services that the company developed.

Services we can't live without

Throughout its existence, Google has not wasted any time. The company has developed a huge number of useful services, the most popular of which should at least be listed:

Google+ is a social network launched in 2011. A distinctive feature is the system of circles Google Circles:

Google Docs is a service that allows you to create text documents, spreadsheets and presentations. Data can be stored in the cloud storage;
Google Drive is a virtual drive on which you can store up to 15 GB of your own information and access it from anywhere in the world:

adsense- contextual advertising, which is automatically placed according to the subject of the page;
Analytics is a tool for developers and SEO optimizers. Provides detailed statistics on the work of the web resource:

Gmail - email;
Maps- geographic Maps, with which you can easily calculate the route to your destination:

News - news formed from the headlines of the world's most popular publications. The composition of the categories is displayed according to the user's preferences;
Play - game application store;
Picasa is a service that allows you to work with images.

Your personal browser

One of the company's outstanding achievements was the creation of the Google Chrome browser, which immediately proved to be competitive in a market where, it would seem, there could be no rivalry.

Today, LifeGlobe brings you the most interesting examples of how luck, luck, or even a spelling mistake can determine the future popularity of a nascent company. We present to your attention the history of the emergence of 20 leading global brands of our time

It was known at all times that its future success depends on the catchy, memorable name of the company. IN Lately With the creation of any large company or for the purpose of rebranding an existing, but unpopular one, the practice of "brainstorming" is most often used - when all employees gather in one room and "throw" their ideas of names on a common table. This is an interesting and correct approach, but sometimes no “brainstorming” can be compared with the will of chance, suggesting completely unexpected ideas or forcing you to make a mistake that will cause the brand to become mega popular in the future…

Of course, in the last words there was a reference to the most famous case of this kind - a typo during the registration of the domain of the most extensive and popular Google search engine today. Initially, Page and Brin's search engine was called BackRab, but at some point they decided that something needed to be changed - in 1997, a brainstorming session was held among students in the dormitory of Stanford University, the purpose of which was to find a name that fit a search engine capable of processing colossal amounts of information. After several inconclusive hours, the idea came to Page himself - the word googol, which meant one with a hundred zeros, but the student who was entrusted with registering the domain name made a typo, as a result of which the google.com domain was born.

In order not to go far, let's remember how Facebook was created - the largest on this moment social network in the world. As you know, the first trick of Mark Zuckerberg was the theft of photographs and data of Harvard students, and posting them on his Facemash website with the ability to vote for a particular photo. But the leadership of the university did not appreciate the resourcefulness of the student and Mark was expelled. After some time, the bright mind of Zuckerberg came up with the idea of another project, much larger and this time completely legal. One day Mark was sorting through old things and accidentally stumbled upon his school photo album "The Photo Address Book". He remembered that no one ever liked this name, because. was long and it took a long time to pronounce it, so everyone called the album simply "Facebook" - this is how the future social network got a name that today is not known except in the most backward countries of the world or some native tribes of South America =)

Another social resource that is popular with us - VKontakte - got its name due to the fact that Pavel Durov, who created it, listened to the Ekho Moskvy radio station, where the phrase "In full contact with information" was often repeated on the air. Without hesitation, Pavel removed unnecessary words and registered a domain name, which has recently been shortened to just two letters VK. Well, I didn’t bother with the logo at all - I used the example of Facebook =)

The name of the Russian search resource Yandex is actually an abbreviation, and it is different in Russian and English - "Language iINDEX" in Russian and "Yet Another iNDEX" in English. About who came up with such an idea, nothing is known for sure, but according to the official version, it was one of the developers of the search engine

Domain name for foreign search engine Yahoo! invented, without knowing it, the Irish writer Jonathan Swift, who called this word the annoying tribe of natives in Gulliver's Adventures. In addition, it is also a joyful exclamation common in America, so the founders of Yahoo! Jerry Yang and David Filo chose just such a name for the domain of the future search resource - in their understanding, "Yahoo!" means the user's joy that he found the necessary information

Creator trademark Hotmail, which is part of Microsoft today, is Sabir Bhatia, who at one time went through a bunch of names ending in "mail" and, in the end, settled on the name Hotmail - due to the fact that, in addition, the abbreviation HTML is encrypted in it. The very idea of creating mailboxes that can be accessed from any corner of the planet that has the Internet belongs to Jack Smith. Today, Hotmail is on the brink of shutting down due to the rise of the more user-friendly Outlook.com. In 2013, Hotmail will cease to exist forever, and its users will be automatically transferred to the new mail service.

In order not to go far from the Internet and IT technologies, let's remember one of the leading manufacturers of prestigious consumer electronics innovations - Apple, whose brand in May 2011 was recognized as the most expensive brand in the world. The history of the name is quite comical - one fine day, after three months of fruitless attempts to come up with a name for the company, Steve Jobs threatened his partners that if they did not offer him a normal option before 5 pm, he would name the company after his favorite fruit - an apple! Didn't offer...

The name of another major electronics manufacturer was decided by a coin - William Hewlett and David Packard tossed it when they decided whose last name would appear first in their name joint venture, whose first office was Hewlett's garage. It is logical to assume that since the company is called Hewlett / Packard, then the coin turned out to be lucky for the owner of the garage =)

Japanese company Sony also went through a long search - the creators of "Tokyo tsushin koge kabushiki kaisa" ("Tokyo Telecommunications Engineering Company") Akio Morita and Masaru Ibuki wanted to find a shorter and more concise name, but could not come up with anything. And then the Latin language came to their aid, and specifically, the word sonus, which translates as "sound". It was the 50s in the yard and in Japan the American word sonny, consonant with it, was widespread, but written in Japanese hieroglyphs it meant "unprofitable". The problem was solved with the simplicity inherent in the Japanese - they deleted the extra N from the name and registered the SONY brand

Another giant Japanese company specializing in the production of digital equipment for home and office - Canon - originally, when created in the 30s of the last century, bore the intricate name Precision Optical Instruments Laboratory in Japan. But with the creation of the first camera, named for some reason in honor of the Buddhist goddess of mercy Kwanon, the brothers Goro and Saburo Yoshida decided to rename the company and at the same time take several consonant names, including Canon, just in case. Such far-sightedness helped them avoid problems in the future with religious structures that did not like that the name of the great goddess was "some incomprehensible contraption" - as a result, the Yoshida brothers settled on the name Canon, because. it turned out that, in addition to sweetness, it is also translated from in English like "canon", and in French it means "cannon" - since that time more and more new "photoguns" have been produced =)

The name of the South Korean industrial concern Samsung in translation means "Three Stars". The reason for this name of the company is not known for certain, but many associate it with the three sons of its founder.

The name of the American company Kodak was born thanks to the love of its founder, George Eastman, for the letter "K" - he was looking for short words that would begin and end with this letter. He was also attracted to it by the fact that in all the world's most popular alphabets, the letter "K" is written the same way. As a result, the word “Kodak” was born in Eastman’s head - this is the sound, in his opinion, that the camera invented by him in 1888 made with a film for 100 frames

Copier creator Chester Carlson wanted to emphasize the fact that before his invention - a copier based on dry ink powder - there were only wet copying technologies. Therefore, Chester sat down at the dictionaries and found the word "xer" in Greek, literally translated as "dry", and based on it he came up with a name for his device - "xerox"

In order not to go far, let's remember that in another American state a company was born, whose products we consumed by the liter in the 90s - we are talking about Pepsi-Cola, which the pharmacist Caleb Bradham invented at the end of the century before last. There are several versions of where this name came from. According to a more common one, Caleb named the drink after pepsin, a digestive enzyme that helps our stomach break down protein. According to another version, Bradham simply took the name of the company of one of his local competitors - Pep Cola - and "edited" it a little. The last opinion that you can pay attention to is based on the assumption that people liked that the black drink gave them vigor and strength (from English pep - energy, vivacity) - hence the name

Already in this, the 21st century, Pepsi-Cola was thoroughly replaced by another no less black and no less harmful drink - Coca-Cola. The pharmacist John Stith Pemberton didn’t think about the name for a very long time - he named the main ingredients of his recipe, created on May 8, 1886, three parts of coca leaves (which are so popular in Colombia ...) for one part of tropical cola tree nuts. You can learn about other ingredients in the article What is in everyone's favorite Coca-Cola. According to another version, the name for the drink was invented by a local farmer who sold it to a pharmacist for $250. The Coca-Cola logo was written in calligraphic letters by Pemberton's accountant Frank Robinson - a gifted accountant, judging by the fact that the logo has not changed since then)

The name of the German industrial concerns Adidas and Puma is also associated interesting story. Once upon a time, in the 20s of the XX century, two brothers, Adolf and Rudolf Dassler, founded common company for tailoring shoes. They called it unpretentiously - Dassler (full name - "Dassler Brothers Shoe Factory"). In 1948, after the death of their father, the brothers quarreled heavily and decided to continue to go their separate ways. As a result, they agreed that no one would use the name Dassler again. Adolf named his newly formed company Addas, which was later replaced by the more euphoric Adidas (from Adolf's shortened name, Adi Dassler), and brother Rudolf founded the Ruda factory, later renamed Puma. On this, the joint story of the Dassler brothers finally ended.

The Tokyo engineering company Mitsubishi was founded in the early 1870s, the logo was a trefoil - the emblem of the family of the founder of the company, Yataro Iwasaki. As a result, the name "Three Diamonds" was coined from the coat of arms ("mitsu" - "three", "hishi" - "diamond", according to another version of the translation - "water chestnut"). Why doesn't it sound like Mitsuhisi then? The answer lies in the phenomenon of Japanese morphonology, or Randaku, as a result of which the often deaf initial consonants of the root become voiced when reading if there is a prefix or another root before the root of the word. That's why the "h" in the middle of Mitsuhishi is pronounced like "b"

The history of the name of the South Korean financial and industrial group Daewoo is not as interesting as the translation of the name itself, which few people know about, is unusual. The founder of the company, Kim Woo Chong, called it simply and modestly - "Big Universe". Indeed, much more modest)

No less interesting is the name of the German auto giant Audi. The word itself is borrowed from the Latin language and is translated as "Listen!", But the main interesting feature is that Audi is the Latin version of the surname of the founder of the company, August Horch. The fact is that they didn’t really think about the name for the first machine produced at the newly formed plant - they simply called it Horch, but when they began to come up with a name for the next model, the son of one of his partners came to the aid of Augustus, who proposed the Latin version of the head’s surname . Since then, the history of one of the most successful automotive companies in the world begins, which today is part of the Volkswagen Group.

As you can see, some companies were named on a whim, others took weeks and months to find a suitable name, but all of them, nevertheless, became successful in their economic niches - mainly thanks to the right name, interesting idea and coordinated work of their teams

Introduction

market sale desktop notebook

Computers with the image of a seven-color apple have long ceased to be a curiosity. They can now be found almost everywhere - in publishing houses, advertising agencies, design studios. The high popularity of Apple computers among layout designers and designers can be explained by many reasons, but everyone noted the high quality, user-friendly interface and reliable operation of this brand's equipment. Throughout its history, Apple has experienced ups and downs. Engineering from IBM PowerPC processors has been replaced by Intel x86 computers, and Apple is preparing to release even more powerful models of computers equipped with a reliable and convenient operating system. macOS system. Distinctive features of these computers - high computing power, ease of installation and configuration. However, in recent years, the company has become better known not as one of the largest computer manufacturers, but as a manufacturer of mobile devices and gadgets.

A Brief History of Apple

Thirty years ago, on April 1, 1976, Steve Jobs and Steve Wozniak founded small company for the production of computers. The third co-founder, Ronald Wayne, fearing that this idea had no future, sold his 10 percent stake in the company for $800. The head office of the firm, which would become the world leader in the digital player market and the largest computer manufacturer, was located in a small garage.

In those days when computers were expensive and were the prerogative of large scientific centers and scientists. Huge machines, sometimes occupying two rooms of free space, and consuming energy like a small factory, could hardly qualify for wide distribution among people. But still, even then, a young engineer Steve Wozniak, who dreamed of having his own personal computer, decided to make computer technology accessible to everyone. This principle has become the main concept of Apple.

Influenced by his friend, Wozniak continued to work on the first personal computer, which they assembled together in Jobs' father's garage. They succeeded in making their dream come true due to the fact that by that time the first inexpensive microprocessor had appeared on sale, which became the basis of the new Apple I personal computer. The first batch of 50 computers was purchased by Paul Terrell, the owner computer store Byte shop. The sale went surprisingly well, allowing friends to pay off their debts and put the young Apple company on its feet.

In the subsequent time, several more modifications of the Apple computer were created, it was not easy to find money for their production and leave the garage. Financiers at that time did not want to invest in this venture. But there was one rich man and believed the guys. He gave them money and opened a line of credit at the bank. With this money, it was possible to expand the company, hire staff and set up the production of computers.

Even then, sales of computer equipment from Apple beat all records, not only in the United States, but abroad. The company quickly grew rich, the value of its shares constantly grew. But in 1981, after a terrible plane crash, Steve Wozniak left the company. Left alone, Steve Jobs decided to hire an experienced manager, John Scully. After that, the first Macintosh computer, equipped with a mouse and a graphical operating system with familiar desktop icons, brought real glory to Apple.

The Macintosh then cost relatively less than all its previous prototypes, so it quickly earned recognition from people. good advertising and high sales quickly made Sitva Jobs famous, for many he became the embodiment of the American dream.

The determining factor in the rapid spread of Macs among the population was the ability to develop software for him by third parties. Appearances a large number various programs contributed to the fact that the computer has become indispensable in solving many problems. Aldus, later renamed Adobe, then introduced the first layout program, Pagemaker, which revolutionized typography. All publishing houses began to buy computers for themselves, so since then it has been considered that the Macintosh is a computer for designers. In addition, computers have become integral part educational process, they were purchased in large quantities by institutes, universities and schools.

Steve Jobs and Steve Wozniak were the fathers of the idea of a personal computer in every home, which Bill Gates later brought to life so brilliantly. Apple has had a strict policy from the beginning of its activity, so that it developed operating system installed only on computers of its production. In turn, they supplied computers only in finished form and carefully protected them from fakes and copies. This became main reason the fact that over time they ceased to occupy a leading position in the computer sales market, but at the same time they were able to maintain their individuality.

During the heyday of Apple, there were many clones of existing Macs that could run their software. But the company's activities have always been aimed at protecting their rights and tried to make it so that it was not profitable to produce clones. They succeeded, but attempts to develop a computer that somehow resembles the Macintosh continue even now, although they are of course very far from their quality.

The widespread use of cheaper and more affordable computer equipment from other manufacturers and the dominance of the software market from Microsoft turned the Macintosh into computers not for everyone, but for the elite. But, one way or another, those who have become users of Apple technology love their Macintosh computers and advise them to their friends. The company's slogan that technology should be convenient for people first of all is observed to this day, and many of its ideas are taken as the basis of everything that is sold on the computer market today.

Some time after such a resounding success, Steve Jobs had a conflict with John Scully about the way the business was run. The dispute was decided in favor of Sculley, who managed to get a majority in the city council and kick Jobs out of the company. This was a big blow for Steve. After leaving Apple, Steve Jobs organized new company NeXT, which was engaged in the creation of computers for the needs of scientists and educational institutions. He focused on developing a fundamentally new operating system.

At the same time, he purchased an animation studio from Lucas, which later became known as Pixar and became the most successful animation studio in Hollywood. It was on it that the first full-length animated film in 3D computer format was created. Later, Walt Disney bought it, and Steve Jobs himself became the owner of a 7.4% stake in Disney.

At this time, the IBM company appeared on the computer equipment market, which became the main competitor of Apple. Things were not going well at Apple, it was on the verge of bankruptcy, and the question was already being decided who would buy it first. Then the board of directors decided to return its founder, Steve Jobs, to the company, who agreed to re-lead Apple and quickly put things in order in it. He significantly reduced the lineup Macintosh computers, reduced staff and production, introduced the Macintosh computer to the world with an all-new tenth version of the Mac OS operating system, based on his own development of OpenStep.

Apple, meanwhile, began to gain momentum again, financial affairs have improved significantly, and its permanent leader Steve Jobs continues to delight his fans with technical innovations such as a super-thin laptop, iPod and iPhone. Apple is conquering the market for selling music and video via the Internet.

More than 30 years after its founding (as of June 2010), the company's value was about $65 billion (Financials).

Many do not know how to write a company history. From which side to approach the future text, what should it contain and what should be emphasized. Therefore, new stories about dynamically developing companies and creative teams of international professionals are constantly appearing on the Internet.

I would like to ask the owners of such sites - do you believe in what is written? I think no.

Moreover, the problem lies elsewhere. The whole text is like self-praise. The company extols itself, shakes off the dust from the pedestal and hangs fake medals. It scares off and does not stimulate in any way to work with such an organization.

Remember that all people are selfish. We are focused primarily on ourselves and loved ones. Therefore, you need to write a text about the company with an emphasis on the reader. Difficult? Certainly!

Hit the problems of the target audience

Look at large international companies. Almost always, they begin the story by describing how their creator or team of specialists came up with an impressive idea. Whether it's a delicious drink or diapers, it doesn't matter, it's the presentation that counts.

It is usually told that a person did something for himself and appreciated the result. And then I thought that I need to make the lives of others better. And further text is served with sauce "we work for you". The technique works flawlessly.

Try to cover the most important questions. Surely your consumers have doubts, for example, a long wait for an order or long queues. Make sure they don't run into this. Just do not cheat, otherwise you will achieve a negative marketing effect.

This technique is used almost everywhere. Especially when you order. Everything revolves around the problems of the target audience.

How to get into the problems of the target audience

A good idea is to allocate a separate block for closing the problems of the target audience.

For example, you have a pizza delivery service. The main problem of the target audience is the quality of dishes and the speed of delivery. Play it up in your company text:

« In 2007, we expanded the hot shop. We installed new equipment from the company N and began to bake up to 100 pizzas per hour. No quality loss.

To ensure that you always receive hot meals, we have changed the approach to delivery. We carefully select couriers, conduct monthly Maintenance cars and installed navigators showing traffic jams. The courier will reach you in 1 hour, even in the snow and the apocalypse. Or you get pizza for free».

See? We raised the problems of the target audience, showed what we did to solve them and what results it led to. This is both a story and an advertisement. Try to use this technique in the block about the growth and development of the company.

Engage in dialogue with clients

Since you need to tell the story of the company and not miss the marketing effect, try to get in touch with the customer right away. Raise important questions and answer them right away. You can communicate with the visitor in person, that is, greet him and positively invite him to immerse himself in the history of the company. Reception is effective and suitable for almost any company.

How to enter into a dialogue with the reader

Appropriately use appeals to the target audience. In the spirit of "we did something for you." For example, " We have updated the taxi fleet to improve the comfort of travel. Now executive-class cars with air conditioning and a mini-bar will come to you. Ride in comfort».

Talk to the reader in other blocks. For example, talking about the very idea of creating a company. " In 2001, we analyzed the real estate market and realized that there were few honest realtors on it. And we understood that it is time to solve this problem so that you can buy a quality apartment without any tricks.».

Feel the rhetoric? We deal directly with the client. Show him a benefit or tell a personal story. This is cooler than a dry listing of facts and achievements.

Give a development story that solves customer problems

You can talk about key milestones. For example, opening a new branch or introducing advanced technology. It is important here to link the event to customer problems.

For example, your target audience wanted fewer lines. And you solved it by introducing an electronic coupon system. That is, show that your task is to solve customer problems, and not just generate profits.

Leave the spotlight target audience and try to get her interested in working with you. Proceed as in . But be careful, more secretive.

How to show development history with customer problem solving

Keep the reader in the spotlight, even if you list the main stages of the company's development.

First, sketch out the main milestones on paper. In 2001 we bought new machines, in 2004 we expanded the plant by 2 more workshops, in 2008 we introduced technology to improve product quality. Write whatever comes to mind.

Then clear the story of useless moments for the reader. For example, there is no interest in the next meeting of shareholders or a corporate holiday. This is a subject for a press release or news.

Take the remaining facts and twist them in the direction of the reader. For example:

We bought new Y machines and improved the quality of our products by 21%. Now your washing machine will last 2 years more! Save on technology wisely.
We built 2 new workshops and entered foreign markets. The cost of all products fell by 15% and retained the same quality. You will have money left for nice little things and useful accessories.
We have implemented new technology window soundproofing. The apartment will become 40% quieter - even the loudest alarm will not interfere with your rest.

Take an important event, see what it led to, apply it to the interests of clients and write. So you get to the heart of the target audience.

Show professionalism

Since it is impossible without important events and successful transactions, this can confirm your professionalism. Post diplomas, interesting examples of work or just famous clients. Ideal if you have worked with big companies known to everyone.

Do not slip into formalism. Try to submit important topic with a positive attitude and show that you are trusted for a reason.

How to show professionalism and expertise

There are several options here:

Place diplomas and sign them. Tell us in a nutshell why you received them, what was done for this. Maybe you learned something while participating in the next competition?
Show big clients. Tell what you have done for them. Show photos of the project, describe what results you have achieved. Briefly, leave the full analysis for the case. Most importantly, remember about the signed NDA, so as not to blurt out too much.
Show your coolest project. Is there something unreal, large and expensive in the bins? Show it. Make a separate block in the spirit of "in 2010 we built a complex spherical house in the region." Next, briefly describe the uniqueness of the project and what you learned. Translate the text into the world of the reader, adding how your new skills will help future clients.

Give the company a face

Most companies prefer to hide behind faceless images. As a result, people get the impression that they will work with a number manager. Such an invisible person does not cause a feedback emotional connection.

Therefore, a good solution would be to post photos important employees. Or even a small video presentation of the company. This will humanize the organization in the eyes of the visitor, giving additional credibility.

Here you can add principles, ideas and ideals. Show that you work not only for profit. In addition to it, there is some kind of mission, aspirations and social responsibility.

It is worth noting that I myself do not always follow this point. You can see this on the site, where I appear as Lemur-copywriter.

How to give the face of the company

Make a stand with branding. Or take a picture against the backdrop of a monochrome canvas, and then replace it with branding.
Take a photo of each employee. Previously, you will have to work with those who doubt their appearance. Support them, include them in the process of preparing and processing photos. The more a person is interested, the less nervous he is.
Post photos on the site. Sign: who is it, what does it do, how does it help clients.

Remember: You can't use stock photos. All these images of Harolds grinning forcedly reduce the credibility of the site. Any person who has been on the Internet for more than a month will immediately burn fake pictures.

Hook the customer

It is not enough just to write all the necessary information in the history of the company. You also need to keep the client, constantly reminding him of yourself. And this can be achieved without running after each visitor.

Just place at the end of the newsletter subscription form or an invitation to join a group in in social networks. In exchange, you can promise a free book, small bonuses, or just regular sending of interesting and important information.

The result is obvious. The client is on the hook and constantly remembers your company. Therefore, when he needs the appropriate services, the right brand will immediately pop up in his brain.

How to lure a customer into a sales funnel

Make the shapes noticeable but not annoying.
Simplify your subscription. Minimum fields to fill in and action in one click.
Work with the audience. Set up a welcome message. Let the client see that you immediately keep your finger on the pulse.
Post interesting content regularly. Send out a newsletter every one or two weeks. No spam. Let the user feel comfortable and trust you.

Remember how the big three SMM specialists do it. Beeline regularly teases MTS and vice versa. All of them look for controversial or interesting messages from users and respond under them. Such tweets and posts on social networks regularly visit major entertainment resources. And this is virality and conversion growth.

Summarizing

Writing the history of a company is a very interesting and non-trivial task. You need to balance between informative and narrative elements. Each organization has to choose its own “ratio of ingredients”.

I would say that sometimes it is easier to compose . But there is something to tell about every company. It is important to delve into the available information, split the owners and convey the whole essence to the reader.

Based on the above, you can try to create a compelling text yourself. Play with formats, include new items or remove old ones. The result might be interesting.

Or just contact Lemur-copywriter. I will write you an interesting text about the company that catches users.

“The apple does not fall far from the tree,” says folk wisdom. We have great occasion explore how right the Russian proverb is. After all, today's article is dedicated to the legendary Apple(from the English "apple"), which was founded by no less famous.

We introduced this person to our readers earlier, and now it's time to get acquainted with his "brainchild" - Apple, the largest manufacturer of personal and tablet computers, audio players, mobile phones and software.

Apple was founded in 1976 Steve Jobs, Steve Wozniak and Ronald Wayne. She has already crossed her 35-year milestone and boasts some achievements.

At the time the company was founded, Steve Jobs was 21, Steve Wozniak was 25, and Ronald Wayne was 41. This significant event took place in the house of foster parents of Steve Jobs, or rather in the garage:

Please pay attention to this fact. Special attention. Many well-known global brands that are worth billions of dollars started their journey in an ordinary garage.

Many newcomers who want to open their own business think that it takes a lot of money to open their own business, that they need to rent a business premises, purchase goods or equipment, and hire a bunch of staff.

As a result, even at the start, a rather large amount accumulates, which the beginner simply does not have. And this amount usually scares a person away. Of course, there are types of businesses that need fabulous money to open from the first days.

Look for ideas that don't require a lot of money to implement, and that this business can be started in your parents' garage or even right in your room. But back to Apple.

Apple is the most powerful brand in the world and the most valuable company in the world

In May 2011, according to the ranking of the research agency Millward Brown, the Apple brand was named the most valuable brand in the world. According to Forbes data for October 2012, the Apple brand broke into the lead in the ranking of "most influential", ahead of brands such as, and IBM.

In November 2013, the market capitalization of the company, that is, its actual value, is about 472 billion dollars, and the company reached its maximum capitalization in September 2012, when its market value was estimated at more than $700 billion., making Apple the most valuable company in history!

Apple is headquartered in the small town of Cupertino., which is 75 km from San Francisco, California. Interestingly, the number of people in Cupertino is even smaller than the number of Apple employees - the company currently employs 60,400 employees!

What distinguishes the multi-thousandth Apple company from its competitors and allows it to earn billions of dollars?

The company, historically a manufacturer of PCs and software, has expanded its market segments in the 21st century, entering the next orbit of development with new audio players, smartphones and tablet computers.

Apple is certainly a leading company, an innovator company, and in this it is very similar to its co-founder Steve Jobs.

The merits of Apple are undeniable, because iPod audio player made a real breakthrough in the world of digital music, iPhone smartphone turned our vision of mobile phones upside down, and iPad tablet set the market development vector digital devices.

All these “i-gadgets” have become an integral part of the image of a businesslike, respectable and successful person. I won’t be surprised if smart “Apple” devices with an “ai” prefix generally displace such names as “audio player”, “telephone” and “tablet computer” from everyday life.

Tim Cook, Apple's CEO since 2011, said he was very proud that the company was entering the holiday season "with the best iPhones, iPads, Macs, iPods ever and full confidence in the potential of our new product line."

The production of these novelties, which are in high demand around the world, has indeed dramatically improved financial position Apple.

As Steve Jobs said at the presentation of the first iPhone in 2007: “We didn’t create a new phone, we reinvented it”

And at the presentation of the Internet tablet iPad 2 in 2011, he announced the advent of the era of post-computer devices.

According to him, they are simpler and more understandable than conventional PCs, and it is behind them that he sees the future, while his competitors are only "trying to find the optimal balance in new PC models."

And even if these same competitors in the person of the founder of Microsoft call the iPad just “a good reader and no more”, time will tell who is right.

And therein lies the essence of Apple. More precisely, one of many. After all, if you unravel the secret formula for the success of an apple company and master the art of creating such popular and beloved products and devices, you can become fabulously rich.

I note that after the appearance of the tablet, some online publications began developing special applications for it, for example, the most popular magazine in the United States, Time, developed a whole concept for its iPad version.

However, is it really only innovation and high technology that helped Apple reach the pedestal on which the company is comfortably located today?

After all, now Apple is more than new IT technologies and modern production. Apple is about aesthetic design, unique reputation, recognizable style, successful image and a whole culture in the consumer electronics industry. In a word, Apple is a legend.

And let them say that "it's easy to find out if a person has an iPhone - he himself will boast of it in the first five minutes of meeting" and "the main purpose of the iPad is to show that you can afford an iPad."

There is some truth in every joke, and the fact that “apple” jokes have appeared indicates that all these “i-things” have leaked into our market, have taken root there and have fallen in love.

Although this is true. Today, Apple products are, first of all, a symbol of the wealth and prosperity of its owner. People Who Buy an iPhone for the First Time Don't Do It Because of It technical features but rather because of getting the status.

After all, if you figure it out like this, then for the same price you can buy a gadget that is more sophisticated in technical terms, but whose name is not so well known. Perhaps this feature should be adopted.

If you are running a business or planning to create one, then you need to aim not only at the technical parameters of your product or service, but also at its social aspects. If you manage to create a product that is cool to own, then your business will work as it should.

To dot the “i” in this “Apple” set-top box, I’ll say that Apple is even more than a manufacturer of i-gadgets.

After all, the company stood at the origins of the creation of personal computers, its history is complex and interesting.

One of the merits of Apple is that it was this company that paved the way for the production of personal computers with its Apple II series of PCs. In addition, Apple was the first to see the great possibilities of the graphical interface and the computer mouse, introducing them into its products.

Let's outline the important stages of Apple's long journey in order:

1976 is the year of foundation of the company.

One version of the origin of the name says that Steve Jobs wanted to see the company on the first pages of the telephone directory, hence the name on "a", and according to the second version, he simply carried out his threat to name the company "Apple", because nothing better was invented.

By the way, this is what the first Apple Computer logo looked like.

By the way, this logo was invented by the third Apple co-founder Ronald Wayne(Ronald Gerald Wayne). He is also called one of the biggest losers in the world, because he lost a tenth of the company for just $2,300.

The fact is that when they opened Apple, Ronald Wayne did not have confidence in the favorable future of this company. In addition, he had property, which he risked if things were in this business went badly.

Legally, all members of the company were liable for any debts of the company, even if they arose through the fault of another partner. Jobs and Wozniak had nothing at the time. They risked almost nothing, and Wayne could lose his property, which could go to the benefit of creditors if things went wrong.

Let me remind you that officially the company Apple Computer Inc. was registered on April 1, 1976, and Wayne gave up his share on April 12, that is, less than 2 weeks later. Thus, he deprived himself of a potential fortune of 70 billion dollars!

Let me remind you that in September 2012, Apple was worth more than $700 billion, and 10% of this amount is $70 billion. And we will return to the history of the company, or rather the logo.

The logo created by Ron Wayne did not take root in the company. It was used for about a year, after which they decided to replace it with something simpler and more understandable. As a result, Steve Jobs turned to designer Rob Janoff, who created this logo:

This logo was created in just a week, and it was bitten so that it was strongly associated with an apple, because without a bite it could be confused with a tomato.

The Apple logo is simple, clear and recognizable. He flashes in films, in meeting places successful people and increasingly in everyday life. They say that even the president of Samsung, Apple's main competitor in the smartphone market, is afraid of eating apples in crowded places: what if the paparazzi take a picture of him with a bite?

By the way, this logo existed in the company from 1976 to 1998, after which it was replaced with a monochrome one:

Now let's get back to Apple's history. In 1976, the Apple I programmable computer was launched.

1977-93 - release of various models of Apple II computers. It became the company's first mass-produced computer.

1980 Apple is holding the largest IPO in history since 1956 (the year Ford went public).

Thus, Apple becomes a public company, and now its shares are traded on the NASDAQ stock market and the London Stock Exchange. In 2012, the company's shares for the first time exceeded $500, and in the same year they reached $700 on NASDAQ electronic trading.

1980 - characterized by the disastrous release of the Apple III PC. This computer turned out to be quite raw. It constantly broke down, and besides, there were very few offers for it on the computer software market.

Problems with their sales lead to the fact that Jobs lays off 40 employees, and the media talk about the imminent collapse of the company.

By that time, Jobs had lost interest in the Apple III project and turned all his attention to the Apple Lisa project. And around the same time, Jobs begins the first “graters” with other co-owners of the company and the board of directors.

Jobs was a tough enough man. He always wanted it to be the way he wanted, which is why conflicts arose with employees, engineers and partners.

The fact is that for the development of a project in companies like Apple create special working groups that solve the tasks. Each group has its own leader. And Jobs used to get into the affairs of this or that group and make significant amendments to previously developed projects.

Something like this happened with the Lisa project. Imagine that a computer project has been developed and work is in full swing on it. Then Jobs appears and orders everything to be done differently. Naturally, all this terribly slowed down the work, and since Jobs was a perfectionist, he did not calm down until he brought every little thing to an ideal state.

This led to delays in the delivery of projects and, accordingly, to a shortfall in the company's profit, which was terribly disliked by shareholders. As a result, Jobs was removed from the Lisa project. which upset him greatly.

1983 - Steve Jobs invites the highly experienced John Scully to the post of company president, at that time CEO PepsiCo. The phrase with which Jobs managed to "poach" a top manager of Pepsi into the director's chair of Apple has become one of the most famous sayings in business - "Are you going to sell soda for the rest of your life or do you want to come with me and change the world?". Scully chooses Apple and leads the company until 1993.

True, Jobs would soon regret it, saying that hiring Scully was the worst decision of his life.

1984 – Apple introduces a new 32-bit Macintosh computer, named by developer Jeff Raskin after his favorite variety of apples. True, Jeff led the project at the beginning, and then he was sent on a forced vacation, and the project was headed by Steve Jobs.

The release of Macintosh computers strengthened Jobs's position in the company, since thanks to the release of this model, it was possible to increase the company's profits.

After that, the company ceases production of the uncompetitive Apple III family of PCs. The Macintosh series becomes the company's core business.

1985 - Due to conflicts in the leadership, the company leaves its co-founder Steve Jobs. Although leaving the company does not sound quite right. In fact, he was fired from his own company.

Despite the fact that the Macintosh sold, but not as well as planned. Shareholders accused Steve Jobs of building uncompetitive computers, and Jobs accused shareholders and executives of overpricing the Macintosh.

Jobs considered the main villain to be Scully, who had once been dragged from Pepsi. As a result of this confrontation, the board of directors chose John Scully as a more experienced leader who could improve Apple's business.

In the same year, Jobs founded NeXT. Later, in 2005, in a speech to the alumni of Stanford University, Jobs would say that leaving Apple was the best and right decision at that moment.

Working with Scully does not bring Apple much success. All this time, the company has been teetering on the brink of survival. As a result, after a significant drop in Apple's market value, John Scully is fired by the board of directors.

Jobs at NeXT is also doing pretty well. As a result, Apple's new management decides that the company needs a drastic change and that only Jobs can spearhead that change.

It is worth noting that NeXT was doing so badly that Jobs had to curtail all computer production, leaving only software development afloat.

Subsequently, the developments made became the basis of the Mac OS operating system.

1996 Returns to Apple's director's chair. The company buys Jobs' NeXT for as much as $430 million. I note that over the years of its existence, Apple has repeatedly absorbed various companies operating in the IT technology market - Siri, Anobit Technologies, etc.

From 1996 to 1998 Apple has changed dramatically. It was decided to abandon many projects. More than 3,000 employees were laid off. The company has focused its efforts on four main areas:

stationary models of computers for professionals Power Macintosh G3
portable computer models for professionals PowerBook G3
stationary models of computers for ordinary consumers iMac
portable computer models for ordinary consumers iBook

1998 – As a result of the work done in the arena of computer technology, a new futuristic model iMac G3, which became the fastest-selling computer in the history of Apple, appears.

In parallel, Jobs begins to hatch the idea of creating his own chain of stores that will sell apple products. He was not happy with the fact that Apple products are on the same shelf with other brands.

He wanted his products to be sold in a special way. So that sellers do not put it on a par with other goods.

And this is another highlight that makes Apple products above their competitors. When you believe that your product is special and try to make it so, then it will be so. Jobs didn't like mediocrity. And he always tried to combine elegant design and the latest technology in his products.

2000 - the collapse of the dot-coms. Dotcom literally translates to “.com”. Dotcoms are companies related to the Internet. Apple has never been a company that can be called dot-com. But it was very dependent on this market, because Apple products are focused on PC users, and with the advent of the Internet in our lives, “computer and Internet” have become practically inseparable words.

So, in 2000 in the United States there was a collapse of companies related to the Internet. The value of shares of such companies began to fall, including the value of Apple shares.

This crisis has spilled over to other sectors of the economy. In general, there is an opinion that it was the collapse of dot-coms that provoked the subsequent collapse of the global economy in 2007-2008, the consequences of which we still feel.

I wrote more about the collapse of dot-coms and the crisis here:

Why am I even now writing about the crisis? What does the crisis, dot-coms and Apple have to do with it, you might ask?

In fact, this is very important, because it was the crisis that served to change the direction of Apple's development. It was the collapse of the dot-coms that forced Steve Jobs to look for new markets, thanks to which his company could not only survive, but also prosper.

As a result of the search for new technological solutions, such devices as the iPod, iPhone, iPad appeared, as well as various software that users of apple products love so much.

According to Jobs, the computer in the future should become a multifunctional complex, consisting not only of a monitor, system unit and keyboard, but also of various peripheral devices such as a player, telephone, etc.

Jobs began to embody his idea with the creation of high-quality software. among which I would especially like to note the emergence of a universal media player iTunes.

It was with the advent of this software that Apple became one of the key players in the music market. The fact is that the music market then also experienced not the most better times.

With the development of the Internet and the advent of the mp-3 format, pirates have bitten the music market. And the appearance of iTunes, or rather the iTunes Store. which will be discussed below, allowed to increase sales of legal content.

With the advent of iTunes, there was an urgent need for a music device that would work with this software. And so the iPod was born.

2001 - presentation of the iPod audio player.

Parallel to the launch of the iPod, Apple opens the first two Apple Stores. Experts predicted the failure of this idea, but as of September 2013, 413 stores are open and successfully operating in 14 countries around the world.

The Apple Store isn't just a hardware store - it's a geek's paradise!

2003 - presentation of the iTunes Store online music store.

The key feature of this store was that it was possible to buy songs by the piece, and not the whole album, as was customary before, and also that the main buyers were the owners of apple products.

The iTunes Store predicted a million sales in its first 6 months of operation. As a result, a million songs were sold out in 6 days of work.

2007 - the release of the iPhone smartphone, which was announced by Steve Jobs himself.

It was under his leadership that Apple was able to open up new market segments. In the same year, the company changes its official name from Apple Computer to simply Apple, in connection with entering the market. consumer electronics.

The appearance of the iPhone is due to the fact that with the development mobile technology Demand for cameras and digital cameras fell. The developers of mobile devices began to combine the phone, camera and audio players.

Jobs understood that the market for audio players was doomed and would soon be swallowed up by phones that combined all these devices. And then he set the task for his subordinates to develop a new phone that would combine all these functions and, according to the Apple tradition, be elegant and convenient.

Time Magazine will subsequently recognize the iPhone as Invention of the Year!

2008 - The iPhone is ranked #2 in the ranking of the most useful modern technologies, according to PCWorld.

2008 - Apple releases the world's thinnest laptop called the MacBook Air

The 2000s were a real triumph for Jobs and his team. Almost every year Apple surprises the world with something and makes the army of its fans more and more.

2010 - Apple releases the iPad tablet computer.

The most interesting thing is that the idea of tablet computers with a touch screen was proposed back in 1988 by students at the University of Illinois. They then worked on the theme "What will be the personal computer of the year 2000" as part of a competition held by Apple.

By the way, it looked like this:

In the same 2010, the iPhone 4 takes 1st place in the list of the best phones in the Bestseller and Image categories according to Mobile-Review.com.

2011 - Steve Jobs leaves in August for health reasons, and in November he died.

Love for their work in many ways ensured the company's success. The “parent” inherited some of his individual character traits to his “apple” - this is a love of innovation, creativity, courage and style.

From September 2012 year, the iPhone 5 goes on official sale.

They joke that the iPhone is the smartest phone, and it has the highest percentage of owners who are much dumber than their phone)

I don’t know about the IQ of smartphone owners, but the fact that there are a lot of them is a fact. The number of pre-orders for the fifth iPhone reached 2 million per day!

Evgeny Chichvarkin, the former founder of Euroset, who now lives in London, is probably among the happy owners of the smartphone. According to him, he intended to change the iPhone 4S to the iPhone 5 as soon as its sales begin in Foggy Albion.

As for Russia, Apple's smartphones have won a wide audience here too. While some argue that the iPhone would sell better if Russian market went under the translated name "yaMobilco"

However, Apple company and so widely known in our territory. It positions itself as a manufacturer of simple devices designed for the convenience, communication and entertainment of people. Although all this technology of the future, sold already in the present, is very, very expensive.

If you look at the official Russian site www.apple.com/ru, you can see that keywords in the description of the company's goods are not dry specifications, but enthusiastic glossy epithets.

Apple doesn't just have "12 megapixels, 17 inches, 3GB", it has limitless possibilities, amazing quality, a great display and the world's most advanced operating system!

Everything from Apple works automatically, easily and discreetly - laptops are "faster than you can imagine", iPhones "do everything for you" and iPods that "sword fights become sharper and zombie hunting more effective!"

Apple protects its technical developments very jealously. The company monitors the quality of its brand, opens brand stores and creates an entire ecosystem of software and numerous applications.

Regarding Apple, they say that the company has "patented a patent for patenting a patent." Quite a truthful remark, because as of October 2012, the company received 5440 patents for its inventions and design projects!

Protecting the rights to intellectual property, Apple is suing first with one company, then with another, while either winning legal proceedings or losing them. So, Nokia accused Apple of violating 10 patents, and Apple filed a lawsuit against Samsung. She, however, was found not guilty by a British court, but patent battles continue.

Apple now has the highest margin, both in terms of sales and prestige and design. The company is not going to stop there. In fact, Apple "fruits" with real "golden apples", and I will wait with interest what other "i-gadget" the company's developers will surprise us with. So, Apple, step behind you.

P.S. By the way, do you know what the “i” prefix means in the name of Apple devices (iPhone, iPad, iPod, iMac)? The answer is simple - internet