“The purpose of this design is to create a low-cost portable computer so useful that its owner misses it when it’s not around – even if the owner isn’t a computer freak…”
This is how the vision of the Macintosh was described in an internal Apple memo in January 1980 (Source: Rolling Stone, 1984).
Funny enough, this is exactly how I felt about my Mac a few years later – and still do, by the way.
It wouldn’t have passed as a ‘proper’ positioning or mission statement at most companies yet it’s obviously so much more precise and useful.
Key to the success is of course also the fact that the Apple team was able to actually execute against it. It was never ‘just words’.