Creation stories have become common ground for building interest, engagement and attracting people to your brand community. The origin stories behind of HP, Estée Lauder, Chanel, Amazon, eBay, Coca-Cola, Wrigley and other firms are success stories that speak to our core.
The American garage is that center of many of these tales (even Henry Ford started in a garage–although in his day it was called a shed). Recently, the co-founder of Apple Computers Steve Wozniak suggested the company did not actually start in Steve Jobs’ family garage. Rather, the garage was a sort of staging point.
“The garage is a bit of a myth, it’s overblown,” says Wozniak in a terrific Bloomberg TV interview. He is referring to Steve Job’s parent’s house in Los Altos, California. “The garage represents us better than anything else, but we did no designs there. We would drive the finished products to the garage and make them work and drive them down to the store that paid us cash.”
Bottom line, nobody cares. (Sorry, Woz.) The garage is a much better tale for creating the mythos behind Apple, the world’s most successful brand and most successful computer company on nearly any level.
End of story.