How to Generate Hype Like Apple Computers, Inc.

If you’re a recent postgraduate, you will have noticed a drastic change in Apple Computers, Inc. over the years. When I was in grade school, I used the blocky computers in my computer class. It was on an Apple computer that I learned to type, play Number Munchers and Oregon Trail, and learn introductory elements of layout and design. I always had fun creating these crazy keyboard macros that would make it so when an unsuspecting user hit a random key, he or she would think that their project crashed when in reality, I had the decency to save it for them on the desktop. I know. I was a rebel without a cause.

Anyways, the chunky and geeky computer of yesteryear has made way to sleeker, sexier models that culminated yesterday in the unveiling of Apple’s newest product: the unfortunately-named Apple iPad. Apart from sounding like Apple’s newest venture into feminine product design, the iPad (a multi-touch slate or pad computer) has actually garnered a lot of hype over the last year or so. In fact, rumor-mongering Apple products is such a hype machine that bloggers can make a living off of breaking down materials submitted by Apple Computer, Inc. to the patent office. So how do they do it and how can we benefit from it?

1. Have a proven track record. The reason Apple is Apple is because of its proven track record. When I first started buying Apple computers, they were for the “creatives that wanted a machine that wouldn’t crash on them”, which is still true. If you’re looking to play games, you probably still want to stay away from Apple computers. Apple has built its brand around the idea that its not prone to crashes or viruses, and its emphasis on good, durable and performance-oriented design. Since then, Apple has revolutionized the mp3 player with the iPod, the laptop with the Macbook and Macbook Pro and the mobile phone with the iPhone. With such culturally relevant products to its name, it’s only natural to look forward to what Apple has to offer in the future.

So what does this mean for you? If you want to hype yourself up (and believe me, you really do) so you can get hired at your next job attempt, you need to start from the ground up. Revisit your resume and cover-letters. Read them over and ask yourself why you included certain elements. You’re marketing yourself as an asset to a particular company. Does your entire resume help you? Does all of the experience you have on your resume help build up your image as the perfect person for this position? Are all of the skills you have listed even relevant? Is the layout of your resume appealing to the eye? You can always make yourself look better. You can always re-word your resume or rework design elements. Learn to build on your previous success to forge a path for your future.

2. Mum’s the word. Apple is notorious for its ability to stay mum on their future products. If anything gets leaked, somebody loses their job. Up until the day before the announcement, the consumer wasn’t sure if it was gonna be called the iPad, the iSlate or the iTablet. There’s a biblical proverb that says, “Even a fool is thought wise if he keeps silent, and discerning if he holds his tongue.” In the tech world, the less you know about a product, the more innovative it probably is.

Imagine if Apple had announced before the unveiling, “We’re going to be developing a product called the iPad. It’s a tablet computer with no ports or updated OS. It’s essentially a giant iPhone with no cellular service and will greatly disappoint the masses.” The truth just doesn’t sound as great. Steve Jobs saying that the newest product is the most exciting product he’s ever worked on and will revolutionize tech as we know it does.

Now check out your cover-letter. This is where you connect the dots on your resume and concoct the argument as to why you are the perfect candidate for so-and-so position. Stay mum on the reality of how you are really feeling. You might not feel that qualified but the key is to present yourself in confidence. Take a hint from Steve Jobs and make grand statements like, “I am willing to take on the challenge of this position”, or “I would be invaluable to your team” or even “I would be a good fit for your company”. Now, you really don’t know if you would do or be any of those things, but if you spin your resume right, the hiring manager may very well believe you and get you that interview you so desperately need.