(Below is a manuscript snippet of my book, Actionable Gamification: Beyond Points, Badges, and Leaderboards. Please subscribe to the mailing list on the right to order the book when it launches. This post may be moved into a Premium Area after a certain period of time).
Newton’s Pride is Not Just a Fruit. It’s Got Gravity.
Epic Meaning & Calling is generally best communicated during the Discovery and Onboarding Phase of a Player’s Journey. You want to communicate very early on exactly why the user should participate in your mission and become a player.
Apple Inc. is one of the rare companies that truly understands the Core Drive Epic Meaning & Calling, and they managed to instill that into consumers without it being user-generated, an open platform, or pushing for “a charitable cause.”
Every once in a while, I’ll have friends who excitedly tell me, “Hey Yu-kai, I am saving up to buy the next iPhone.” I would respond, “But you don’t even know what’s in the new iPhone! What if it sucks?” My friends would usually respond with, “I don’t care. I’m going to buy the next iPhone.”
Isn’t that a strange phenomenon in a world where electronic consumers are spoiled by all the options out there, with many alternatives touting the same or even better capabilities than the iPhone but only at a fraction of the cost?
Why are people so crazy about Apple products?
What we are seeing here are people who are self-identified as an “Apple Person,” and therefore they need to do what “Apple People” do, which of course, is to buy the newest Apple products.
This is also why you would regularly see hordes of “Apple Snobs” walking around and making comments like, “Oh, I never have that problem because I have a Mac.” “Hmm, well, that’s what you get for not using an iPhone.”
I myself have been guilty of this too (proudly!). When confronted with the argument that many Android phones have better specs and lower prices than the iPhone, my response has usually been, “Well, I don’t know about the specs, but I do know that, when I’m using an Android phone, I feel sad; but when I’m using an iPhone, I feel happy. Perhaps that’s worth something.”
So the Multi-Billion dollar question is: How does Apple do this?
Besides having a stellar and smooth product with an intense focus on the details of design, Apple has been one of the few electronics companies that actually try to sell a higher meaning.
Lets examine two of the most successful Apple commercials in history.
Continue reading How Apple Inc. Harnesses Epic Meaning & Calling to create Loyal Snobs