Mike Markkula gave Steve & Woz $250,000 to fund a business they were running out of their garage.
He also wrote 3 marketing points in 1977:
1) Focus.
In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.
2) Impute.
People DO judge a book by its cover. We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.
3) Empathy.
We will truly understand their needs better than any other company.
// still salient 38 years later
Wandering Wandering Star 