Remember when having a fever was a bad thing? Today, though, its all about how quickly someone can get pictures of their new iPhone 3G on Engadget or do a fast unboxing to share their enthusiasm or excitement with the world.
One of my "5 Secrets" is this: Empower Early Adopters. Apple used to do this by providing stickers in their product boxes (they still do!) and so their most loyal evangelists would slap them on the side of everything they own (they still do!). Some even tattoo themselves with the Apple logo (they still do!) What is amazing to me is how Apple benefits even more from our web 2.0 world where in an instant a fan can post a photo, image, or link to something they are truly excited about. That then generates even more interest and excitement as it widens dramatically
Apple's reach and appeal. This "second ring" of enthusiasm draws in less technically savvy people who purchase - not on speeds and feeds - but on being part of something bigger and more relevant. Many people who now own an iPhone didn't "need" an iPhone. They wanted to be part of the iPhone community. Same lesson learned from the iPod phenomenon.
Any marketer can learn from the amazing story that is unfolding around Apple. Empower your early adopters and they will help you change the world.
UPDATE: Witness in real time what happens when you mess up - your early adopters can turn on you. Today is NOT a good day for Apple - iPhone activations AND upgrades to 2.0 are bricking people's phones (mine included) Let's see how Apple's spin control spins up.
UPDATE: 5:20 PM. My iphone finally started working. But don't get me started about MobileMe...
