Jobs didn't rely solely on research and direction from the Boardroom. He challenged his development teams to bring out the "Wow!" factor in their products. Yes, there were tablets before the iPad, but can anyone name them? None of them inspired the "I've got to have it" coolness of the iPad. Jobs' philosophy was to "give the customer what they don't realize they need – give them what they want."

That means rethinking everything. It's not about the product anymore; it's about the experience. How do we improve the overall customer experience? Is it about the interaction? Is it about service? Is it about something we haven't even considered yet?

Be passionate and thorough in your approach to business

Jobs employed this principle in two ways. First, product introductions were an event. The enthusiasm and wow factor was off the charts. And while the presentations were rehearsed, timed and practiced, they came across as spontaneous. Jobs was so passionate about the information, he was able to make the rote seem spectacular.

Second, Jobs' passion came across in the design of the products themselves. It wasn't about being functional, it was about being intuitive. He wanted the experience of using the product to be positive.

How do these ideas translate to what we do? If our end goal is a positive outcome for our customers, we need to truly understand what that means. We should listen, anticipate and exceed their expectations. In other words: blow their socks off.

Think beyond assumptions

George Lucas created Pixar in the 1980s, and it was going nowhere. When Jobs took it over, he had the vision to make real movies. He turned things over to John Lasseter – a hand-picked, perfectly selected team member who shared his vision – and the result was Toy Story. You might say the rest is history.

The lesson here is to not be complacent. Our industry isn't as fast-paced or innovative as others, but we can't stop trying. There always will be opportunities to grow and evolve. Change is good.

Committed and talented people lie at the heart of every great business

The last idea referenced John Lasseter, which underlies one of the most important ideas embraced by Steve Jobs: surround yourself with talented people. And beyond that, provide them with opportunities that challenge and stretch their creative, marketing and sales skills.

Walk into an Apple store and you'll understand how this principle has been institutionalized in all facets of the organization. Sales is excited about the product they sell, and your experience – from the moment you walk in to your purchase and post-sale support – is unlike any other retail experience out there.

BONUS RULE: Don't just think about innovation – do it!

Kodak is often cited as a company that failed to innovate, one others bypassed when digital photography rendered their film-based products obsolete. The fact is that Kodak did innovate: they invented digital photography. Their failure was not one of innovation; it was a failure of strategy and execution. Kodak misread the value of their own innovation.

Whether Apple or Kodak, the message here is simple: If you have an innovative idea, harness your passion to deliver it to your customers.

Marty Traynor is vice president of voluntary benefits at Mutual of Omaha. He can be reached at [email protected].