Apple & Google: 2 Views of Customer Partnership

February 2, 2010 at 3:59 PM Leave a comment

It seems you can’t read anything right now without coming across a mention of Apple, but Paul Gillin’s thoughtful post last week is worth a look.

Google and Apple are diametrically opposed in many respects. Apple creates delightful experiences. Its products are proprietary, closed and self-contained, but people love using them … Google’s vision is rooted in the potential of technology. [It] shares its ideas quite openly in public “labs” and is also prone to ending public experiments with little notice or explanation.

I’d add to this that Google is primarily a software company, and software’s product cycle is based on incremental innovation – small insights, speedily acted upon. Apple is primarily a hardware company, whose products have a longer life cycle. Google knows it has to innovate quickly, and they achieve that fast clock speed the best way possible – in very close partnership with their customers.


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Thompson Morrison

Thompson Morrison

About Thompson

As CEO of FUSE Insight, Thompson Morrison uses powerful new web interviewing technologies to help businesses better align their brand with the needs and aspirations of their customers. Learn more at


"The single most significant strategic strength that an organization can have is not a good strategic plan, but a commitment to strategic listening on the part of every member of the organization." -- Tom Peters



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