‘Think Different’: 5 Ways to Reimagine Seed Launches, Apple Style

Recently, I watched the Apple’s launch event at which CEO Tim Cook and his colleagues introduced the company’s new products to the world. With much fanfare and hype, Apple unveiled a small new iPhone, a new iPad Pro tablet for business use, and a $50 price reduction for the Apple Watch.

So basically updates of existing products. Nothing was announced that will change people’s lives in any meaningful way. Yet, millions of people like me were interested enough to watch the entire event.

Getting people excited about marginal gains in technology has become an art form at Apple. As an African economist focused on how to get better seeds to Africa’s family farmers (and also someone who clearly loves Apple products) I am trying to learn from Apple.

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