Away at a works conference last week, the question that threaded through the conversation in the M6 traffic to Macclesfield and continued over dinner that night was what music is on your iPod?
I am not one for the current trend of bonding and knowing all the personal side of work colleagues' lives but this is a good ice breaker.
I scratched my head: Who are "Green Day"? I felt I had missed a whole chunk of my life not having heard what everyone else in the car was listening to.
There are definite business lessons from all this personal consumption.
Our local Radio Academy had a good panel talk last month on Podcasting and the Royal Television Society will be having a meeting on digital marketing at the end of this month.
You can check out the web sites for more information.
To check out the technology, hands-on, we are spoilt for choice here in Birmingham.
The trip to the Apple shop in the Bullring is for an in-depth review; otherwise for a quick fix Selfridges has a decent range and it's fun; Rackhams has the essentials.
When you have held the Nano and heard it takes 100 CDs you will not be able to resist.
The focus on Apple and this success is for a reason and is worth the time analysing to consider what you can apply to your own business.
So - here are my ten quick points:
1 - It's about brand but in an old fashioned way: this product works in a way you want. That is, it exceeds your expectations. It's integrated with the software (iTunes) and the shop (iMusic). It is a grown up product, not a gimmick.
2 - It is different: the elegant style, the simple controls, the pick-up-and go ease.
3 - Innovation: Apple is not sitting still now. Just look at the range and be ready for more. The pace is admirable.
4 - It is well marketed. We all know about these devices.
5 - Distribution is good - see above.
6 - The price points are clever - from the largest iPod to the Shuffle, from a treat to an investment, the economists have worked well with the designers and the marketers.
7 - The key points in the value chain are covered: music and machines. You will not find discounts.
8 - Unlike the early Mac story, this time there is active partnership with 100s of suppliers who supply all the addons. From the Bose speakers to the carry cases. Co-opetition in practice if you like the jargon.
9 - It's jam-packed with intellectual property but is assembled in China. Bear in mind that 75 per cent of the value of public US companies comes from intangible assets - up from 40 per cent in the 1980s. This is the exemplar.
10 - In the treat-filled, nesting, baby boomer, design and value conscious decade we are in, it's the right product at the right time.
If we cannot learn from, this then our business does not deserve to survive.
* Anthony Robb-John is a media lawyer at Cobbetts solicitors