It doesn’t take more than a brief conversation with an Apple user to realise the relationship they have with the brand holds emotional value. Because of how passionate Apple users can be, it is hard for one to picture a time when things weren’t such a bed of roses, but Apple did go through a rough patch during the so-called “Wilderness Years”, when Steve Jobs left the company (in 1985) and only returned to it over a decade later (in 1997).
His triumphant return was, for sure, what made Apple into the empire it is today, but he couldn’t have done it if it weren’t for how he applied Design Thinking to change the way the company was operating, and how they created products and services.
At the beginning of this month, the use of design and its incorporation in Apple’s brand has shown its biggest success to date: Apple has become the first company to reach USD$1 trillion in market value, becoming the first company ever to do so.
Apple’s current CEO, Tim Cook, doesn’t think that the financial side of this is what matters most, in a recent interview to Fast Company he pondered: “Stock price is a result, not an achievement by itself. For me, it’s about products and people. Did we make the best product, and did we enrich people’s lives? If you’re doing both of those things–and obviously those things are incredibly connected because one leads to the other—then you have a good year.”
American design site Designorate has published Design Thinking case study called Innovation At Apple, that comprehensively breaks down all the Design Thinking steps Apple took to turn their failing company into the biggest company the world has ever known.
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If you’d like to start an innovation journey in your company, you can check out our in-house course offering as well as download for free our Design Thinking toolkit by clicking here.
If you’d like to see what are the upcoming courses in your region, visit our website.
If you have a special project and would like to use Echos’ consultancy services, you can send us an email.
Rani is a writer and actor based in Sydney, Australia. She is Echos Head of Content & Communications, and the Editor in Chief of The Echos Newsletter.
Before joining Echos, she worked in full-service advertising agencies as a copywriter, moved onto writing for Broadcast Media, and landed on Digital Media, working first as a Digital Producer and later as a Digital Account Manager. Most recently, she was Lead Client Solutions Manager for GumGum Inc, an ad tech company specialised in Artificial Intelligence.
Rani is a highly curious individual that believes creativity and innovation are the most important tools to propel any person or business forward.
Echos School of Design Thinking - Terms and Conditions
General
This website at www.schoolofdesignthinking.echos.cc (Site) is a website where you can browse, select and enroll in educational and innovation knowledge courses (Courses) advertised on the Site from Echos Innovation Lab Pty Ltd ABN 65 617 491 424 (Echos, us or we).
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General Provisions
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Privacy Policy and Your Personal Information
Refer to the Privacy Policy, which form part of these terms and conditions.
Definitions
Capitalised terms used are defined in these terms and conditions.
In these terms:
“GST” has the meaning it has in the A New Tax System (Goods and Services Tax) Act 1999 (Cth)
“Liabilities” means all direct and/or indirect liability for: costs; damages; losses; claims, causes of action, accidents; injuries; deaths; law and traffic violations; and expenses including but not limited to legal fees.
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Echos School of Design ThinkingPrivacy Policy
This is the policy of Echos Innovation Lab Pty Ltd ABN 65 617 491 424 (Echos, or our or we) for dealing with your personal information (Privacy Policy).
Our business and the purpose of collection
We are in the business of providing educational and innovation knowledge courses (Courses). We collect personal information primarily to provide the Courses to you (Purpose).
In particular, we collect your personal information so that we can carry out the following actions:
to provide you with the Courses and any other products, services and information that you have requested from us;
to communicate with you, including about the Courses, products, services and events which might interest you;
to provide you with information or advice;
process payments by you to us for our services;
to create accounts, tax invoices or receipts;
to provide your personal information to third parties that assist us in providing and/or delivering the Courses or other goods or services you or they have requested;
to consider and respond to feedback from you;
to comply with laws or regulations or to comply with any directions given by regulators or authorities.
We may disclose additional purposes for collection of your personal information in collection statements at the point of collection.
Personal information we collect
When used in this policy, “personal information” has the meaning given to that term in the Privacy Act 1988 (Cth). We may collect the following types of personal information from you:
name;
residential or business address;
email address;
post code;
financial and payment information;
gender;
age and date of birth;
signature;
telephone number;
businesses you operate; and
your personal preferences, thoughts, ideas, goals and opinions.
Sensitive information
Sensitive information is information about you that reveals your racial or ethnic origin, political opinions, religious or philosophical beliefs or affiliations, membership of a professional or trade association, membership of a trade union, details of health, disability, sexual orientation or criminal record.
It is our policy to only collect your sensitive information where it is reasonably necessary for our functions or activities and either you have consented or we are required or authorised under law to do so.
How we collect your personal information
Collection of your personal information can occur through the following interactions:
when you communicate with us directly (by email, in person, telephone, direct mail or any other means);
when we interact with you during the Courses or in relation to any other products or services; and/or
when you visit our website and social media pages, or access or contribute to digital platforms and applications managed by us (Online Platforms).
Cookies
We may use temporary (session) cookies or permanent cookies when you access our Online Platforms. This allows us to recognise your browser and track the web pages you have visited.
You can switch off cookies by adjusting the settings on your web browser.
How we hold your personal information
We may hold your personal information in either electronic or hard copy form.
If you provide information to us electronically we retain this information in our computer systems and databases. If you provide information to us in hard copy (paper) this information is normally retained in our files and a copy is made to our electronic files.
Security
We use industry standard security measures to safeguard and protect your information.
If we are unable to collect your personal information
If we are unable to collect your personal information, some or all of the following may occur:
we may be unable to provide the Courses or other products and services to you;
we may be unable to communicate with you to provide information about the Courses or other products or services that you have procured from us, or may intend to procure in the future;
we may be unable to tailor the content of our marketing communications to suit your preferences;
your experience when interacting with us may be delayed or not as efficient as you may expect.
Disclosure of your personal information
Your personal information may be disclosed in connection with any Purpose to any of the following:
our employees, contractors or service providers, to the extent reasonably necessary to fulfil our obligations to you;
our business advisors, including lawyers, accountants or other professional service providers, to the extent reasonably required;
suppliers, clients and other third parties with whom we have commercial relationships, for business, payment processing, delivery, marketing and related purposes;
if required by law, to any person authorised by such law.
Overseas disclosure of personal information
We may disclose your personal information to third parties and service providers located overseas in connection with any Purpose, including to overseas cloud computing hosts. We take reasonable steps to ensure that the overseas recipients of your personal information do not breach the privacy obligations relating to your personal information.
Links
Links from our Online Platforms to third party websites that we do not operate or control are provided for your convenience. We are not responsible for the privacy or security practices of websites that are not covered by this Privacy Policy. Third party websites should have their own privacy and security policies which we encourage you to read before supplying any personal information to them.
Direct Marketing
We may contact you with direct marketing communications and information about Courses or other products or services offered by us or our partners via telephone, email, SMS, or regular mail.
If you have indicated a preference for a method of communication, we will endeavour to use that method wherever practical to do so.
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How you may access your information
You may access your personal information held by Echos by making a request to us.
Email: contact@echos.ccCorrection of your personal information
If you would like us to update or amend your personal information, please contact us and we will make the requested amendments.
We may ask you to verify your identity to ensure that personal information we hold is not improperly accessed.
Complaints
If you feel your privacy has been breached, please contact us using the contact information above setting out the circumstances and reasons for your complaint.
Global PresenceSchool of Design Thinking is an initiative from Echos - innovation lab.
