Why Steve Jobs Believed Marketing Should Lead Design, Not Engineering
Why do so many products feel overengineered and underwhelming? Why do IT services, insurance platforms, and engineering firms often miss the mark with customers? Could it be that the wrong people are leading design? Steve Jobs thought so—and his message from 1997 still stings today. He believed marketing—not engineering—should guide product design, because marketing listens to the customer. So why hasn’t this idea sunk in?
The Problem with Engineering-Led Design
Jobs warned against letting engineers dictate product direction. While engineers are brilliant at solving problems, they often focus on what’s technically possible rather than what’s emotionally resonant. The result? Products that are powerful but uninspiring.
He referenced companies like Xerox and IBM, where sales and engineering dominated decision-making, leading to missed opportunities and uninspired products. These companies had the talent and resources, but lacked the customer-first mindset that Jobs championed.
Marketing: The Voice of the Customer
Jobs argued that marketing has its ear to the ground. It understands what people care about, what they struggle with, and what inspires them. In his words:
“Marketing is about values. It’s a noisy world, and we won’t get a chance to get people to remember much about us. So we have to be really clear about what we want them to know.”
This clarity of message is what led to the Think Different campaign—a celebration of creativity, rebellion, and human potential. It wasn’t about product specs. It was about identity. Apple didn’t just sell computers; it sold a vision of who you could become.
Design That Starts with Empathy
Jobs believed that design is not just how something looks—it’s how it works. But to make something work for people, you have to understand them first. That’s where marketing comes in. It brings empathy to the table, ensuring that design solves real problems and evokes real emotion.
This philosophy is why Apple products often feel intuitive. They don’t just function—they connect. And that connection starts with listening, not coding.
Why Most Businesses Still Miss the Mark
Despite the success of Apple’s approach, most businesses still default to engineering-led design. Whether it’s a new insurance platform, a CRM tool, or a customer portal, the process often begins with internal capabilities rather than external needs.
Marketing is treated as an afterthought—something to “sell” the product once it’s built. But Jobs flipped that model. He believed marketing should define the product, not just promote it.
Still Revolutionary—And Still Ignored
Steve Jobs’ message from 1997 remains revolutionary even today. Despite decades of innovation, most businesses—from IT services and engineering firms to insurance agencies—still let technical teams lead product and service design. The result? Solutions built around internal capabilities rather than customer needs.
This disconnect is especially visible across the United States, including in tech-forward cities like San Antonio, TX, where many companies continue to prioritize engineering over empathy. Jobs’ call to let marketing guide design isn’t just a historical footnote—it’s a challenge to modern business leaders to listen better, design smarter, and serve deeper.
