7
SHORTCUTS
ONMANAGING
CHANGE
IN
ANAPPLE
WORLD
A Case Study on Managing Change in Business
MAGDA KOCHANOWICZ, Cornwall Bus...
Steve Jobs’ 7 Ways
to
Grow Through
Change
SHORTCUT
1
DO WHAT
YOU
LOVE
“Passion leads to
innovation, which simply
means, new ways of
doing things that improve
our lives, which cannot
flourish u...
SHORTCUT
2
HAVE
A
VISION
Steve Jobs has never underestimated the power of vision to move a brand forward.
In 1976, Steve Wozniak was captivated by ...
In 1979, Jobs took a tour of the Xerox research, where he saw a new technology that let users
interact with the computer v...
Xerox, “graphical user interface”, Jobs knew that this technology would
allow him to fulfill his vision of putting a compu...
“ We’re gambling on our vision, and we’d rather do tat
that than make ‘me-too’ products.”
SHORTCUT
3
KICK START
YOUR
BRAIN
“Creativity is just connecting
things.”
The idea for the name fell literally from a tree…
“I came up with a name for our company—Apple.” Steve, said.
Wozniak (co-...
Dalai Lama
India
Four Seasons
Mercedes-Benz
Calligraphy
Apples
Look outside your industry for inspiration.
Jobs hired peop...
“Part of what made
the Macintosh great
was that the people
working on it were
musicians, and poets,
and artists, and
zoolo...
SHORTCUT
4
SELL
DREAMS
NOT
PRODUCTS
“Your customers don’t
care about your
product, your brand,
they care about
themselves, their
dreams, their hopes,
their am...
SHORTCUT
5
SAY NO TO
1,000
THINGS
“Change comes from saying no to 1,000 things to
make sure we don’t get on the wrong
track or try to do too much.”
- Steve ...
Simplicity: The Elimination of Clutter
Jonathan Ive, Apple design guru: “We are absolutely consumed by trying to
develop a...
Steve Jobs reduced complexity in the Smartphone category by eliminating the keyboard.
The iPad is so simple that a 2-year-old can use it.
“Get rid of the crappy stuff and focus on the good stuff”
.
Steve Jobs’s advice to the new Nike CEO, Mark Parker
Stop Maki...
SHORTCUT
6
CREATE
GREAT
EXPERIENCES
1
2
3
4
5
Carmine’s experience buying a MacBook pro at the Apple store was likening
set up on a date and establishing a li...
SHORTCUT
7
MASTER
THE
MESSAGE
Steve Jobs thinks visually about presenting ideas, products, and information.
BIRD
10% 65%
If information is presented verbally, your audience will remember 10% of the
information. Attach a picture an...
The people who are crazy
enough to change the
world are the ones who do
—Apple Ad
Dream bigger
“Don’t let the noise of others’ opinions drown
out your own inner voice”
Do You Want to Hear a story from TOP guys who
were totally WRONG about their ideas on
CHANGE?
“I think there is a market for maybe
five computers”
Thomas Watson, chairman of IBM, 1943
“There is no reason that
anybody...
Chang
e
Apple Brand Experience
Apple Brand Experience
Apple Brand Experience
Apple Brand Experience
Apple Brand Experience
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  • How do you see your customers? Help them unleash their inner genius and you’ll win over their hearts and minds. Nobody cares about your company or product. They care about themselves, their dreams, and their goals. Help them achieve their aspirations and you’ll win them over the Steve Jobs way.
  • Steve Jobs has something to teach you about your career, your business, and your brand. He thinks differently about every aspect of business – from product design to marketing to communications. Here are the 7 principles responsible for Jobs’ breakthrough success.
  • How to do find your passion? Passions are those ideas that don’t leave you alone. They are the hopes, dreams and possibilities that consume your thoughts. Follow those passions despite skeptics and naysayers who do not have the courage to follow their dreams.
  • Steve Jobs has never underestimated the power of vision to move a brand forward. In 1976, Steve Wozniak was captivated by Jobs’ vision to “put a computer in the hands of everyday people.”
  • In 1979, Jobs took a tour of the Xerox research facility in Palo Alto, California. There he saw a new technology that let users interact with the computer via colorful graphical icons on the screen instead of entering complex line commands.
  • It was called a “graphical user interface.” In that moment, Jobs knew that this technology would allow him to fulfill his vision of putting a computer in the hands of everyday people. Jobs later said that Xerox could have “dominated” the computer industry but instead its ‘vision’ was limited to building another copier. Two people can see the same thing but perceive it differently based on their vision.
  • “We’re gambling on our vision, and we’d rather do that than make ‘me-too’ products.” – Steve Jobs
  •  
    The idea fell from a tree, literally. Steve Jobs had returned from visiting a commune-like place in Oregon located in an apple orchard. Apple co-founder and Jobs’ pal, Steve Wozniak, picked him up from the airport. On the drive home, Jobs simply said, “I came up with a name for our company—Apple.” Wozniak said they could have tried to come up with more technical sounding names but their vision was to make computers approachable. Apple fit perfectly.
  • Steve Jobs creates new ideas precisely because he has spent a lifetime exploring new and unrelated things—seeking out diverse experiences. Jobs hired people from outside the computing profession, he studied the art of calligraphy in college, meditated in an Indian ashram, and evaluated The Four Seasons hotel chain as he developed the customer service model for the Apple Stores. Look outside your industry for inspiration.
  •  
  • How do you see your customers? Help them unleash their inner genius and you’ll win over their hearts and minds. Nobody cares about your company or product. They care about themselves, their dreams, and their goals. Help them achieve their aspirations and you’ll win them over the Steve Jobs way.
  • Steve Jobs doesn’t rely on focus groups. If he had, they may never have enjoyed iPods, iTunes, the iPhone, the iPad, or Apple Stores. Jobs does not need focus groups because he understands his customers really, really well. Yes, sometimes better than they know themselves!
  • How do you see your customers? Help them unleash their inner genius and you’ll win over their hearts and minds. Nobody cares about your company or product. They care about themselves, their dreams, and their goals. Help them achieve their aspirations and you’ll win them over the Steve Jobs way.
  •  
    Jonathan Ive, Apple design gur: “We are absolutely consumed by trying to develop a solution that is very simple, because as physical beings we understand clarity.”
    Your customers demand simplicity and simplicity requires that you eliminate anything that clutters the user experience.
  • Steve Jobs reduced complexity in the Smartphone category by eliminating the keyboard.
     
  • The iPad is so simple a 2-year-old can use it.
  •  
    Steve Jobs’ advice to the new Nike CEO, Mark Parker.
  • Jobs has made the Apple Store the gold standard in customer service by introducing simple innovations any business can adopt to create deeper, more emotional connections with their customers. For example, there are no cashiers in an Apple store. There are experts, consultants, even geniuses, but no cashiers.
  • Carmine’s experience buying a MacBook pro at the Apple store was like being set up on a date and establishing a life-long commitment to the brand.
  • Apple created an innovative retail experience by studying a company known for its customer experience—The Four Seasons. Apple Stores would attract shoppers not by moving boxes, but by “enriching lives.” The lesson—don’t move “product.” Enrich lives instead and watch your sales soar.
  • Steve Jobs thinks visually about presenting ideas, products, and information.
    You can have the most innovative idea in the world, but if you can’t get people excited about it, it doesn’t matter. Steve Jobs is considered one of the greatest corporate storytellers in the world because his presentations inform, educate and entertain.
  • If information is presented verbally, your audience will remember 10% of the information. Attach a picture and retention goes up to 65%.
  • Text and images are so much more interesting than bullet points alone.
  •  
    Perhaps the ultimate lesson that Jobs teaches us is that innovation requires risk-taking and risk taking takes courage and a bit of craziness. See genius in your craziness. Believe in yourself and your vision and be prepared to constantly defend those beliefs. Only then will innovation be allowed to flourish and only then will you be able to lead an “insanely great” life.
  • Apple Brand Experience

    1. 1. 7 SHORTCUTS ONMANAGING CHANGE IN ANAPPLE WORLD A Case Study on Managing Change in Business MAGDA KOCHANOWICZ, Cornwall Business School
    2. 2. Steve Jobs’ 7 Ways to Grow Through Change
    3. 3. SHORTCUT 1 DO WHAT YOU LOVE
    4. 4. “Passion leads to innovation, which simply means, new ways of doing things that improve our lives, which cannot flourish unless you are truly obsessed with making something better – be it a product, a service, a method or a career” Steve Jobs
    5. 5. SHORTCUT 2 HAVE A VISION
    6. 6. Steve Jobs has never underestimated the power of vision to move a brand forward. In 1976, Steve Wozniak was captivated by Jobs’ vision to “put a computer in the hands of everyday people.”
    7. 7. In 1979, Jobs took a tour of the Xerox research, where he saw a new technology that let users interact with the computer via colorful graphical icons instead of entering complex line commands
    8. 8. Xerox, “graphical user interface”, Jobs knew that this technology would allow him to fulfill his vision of putting a computer in the hands of everyday people. Two people can see the same thing but perceive it differently based on their vision.
    9. 9. “ We’re gambling on our vision, and we’d rather do tat that than make ‘me-too’ products.”
    10. 10. SHORTCUT 3 KICK START YOUR BRAIN
    11. 11. “Creativity is just connecting things.”
    12. 12. The idea for the name fell literally from a tree… “I came up with a name for our company—Apple.” Steve, said. Wozniak (co-founder) replied they could have tried to come up with more technical sounding names ….. but their vision was to make computers approachable. Apple fits perfectly.
    13. 13. Dalai Lama India Four Seasons Mercedes-Benz Calligraphy Apples Look outside your industry for inspiration. Jobs hired people from outside the computing profession, he studied the art of calligraphy in college, meditated with Indians, and evaluated The Four Seasons hotel chain as he developed the customer service model for the Apple Stores.
    14. 14. “Part of what made the Macintosh great was that the people working on it were musicians, and poets, and artists, and zoologists, and historians who also happened to be the best computer scientists in the world.” -Steve Jobs
    15. 15. SHORTCUT 4 SELL DREAMS NOT PRODUCTS
    16. 16. “Your customers don’t care about your product, your brand, they care about themselves, their dreams, their hopes, their ambitious...Help them fulfill their dreams and you will win them over”. Steve Jobs
    17. 17. SHORTCUT 5 SAY NO TO 1,000 THINGS
    18. 18. “Change comes from saying no to 1,000 things to make sure we don’t get on the wrong track or try to do too much.” - Steve Jobs
    19. 19. Simplicity: The Elimination of Clutter Jonathan Ive, Apple design guru: “We are absolutely consumed by trying to develop a solution that is very simple… Your customers demand simplicity”.
    20. 20. Steve Jobs reduced complexity in the Smartphone category by eliminating the keyboard.
    21. 21. The iPad is so simple that a 2-year-old can use it.
    22. 22. “Get rid of the crappy stuff and focus on the good stuff” . Steve Jobs’s advice to the new Nike CEO, Mark Parker Stop Making Fun of Us! “Hi, I’m a mac” I am cool, trendy, young, friendly, casual, reliable, fast, looking for fun. “Hi, I’m a PC” I am boring, formal, cold, old, unreliable, slow, not inspiring.
    23. 23. SHORTCUT 6 CREATE GREAT EXPERIENCES
    24. 24. 1 2 3 4 5 Carmine’s experience buying a MacBook pro at the Apple store was likening set up on a date and establishing a life-long commitment to the brand. 6
    25. 25. SHORTCUT 7 MASTER THE MESSAGE
    26. 26. Steve Jobs thinks visually about presenting ideas, products, and information.
    27. 27. BIRD 10% 65% If information is presented verbally, your audience will remember 10% of the information. Attach a picture and retention goes up to 65%.
    28. 28. The people who are crazy enough to change the world are the ones who do —Apple Ad
    29. 29. Dream bigger “Don’t let the noise of others’ opinions drown out your own inner voice”
    30. 30. Do You Want to Hear a story from TOP guys who were totally WRONG about their ideas on CHANGE?
    31. 31. “I think there is a market for maybe five computers” Thomas Watson, chairman of IBM, 1943 “There is no reason that anybody would like to have a personal computer at home” Ken Olsen, 1977 President from Digital Equipment Corporation was a pioneering American company in the computer industry „640 Kbyte should be enough memory for anybody“Bill Gates, 1981 „Who would ever need such a silver disc?“ Jim Timmer, top Manager with Philips in 1982
    32. 32. Chang e
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