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7 Innovation Secrets Of Steve Jobs
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7 Innovation Secrets Of Steve Jobs


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  • 1. There are very few people in the world today more closely associated withinnovation than Apple co-founder, Steve Jobs. He is the classic Americanentrepreneur—starting his company in the spare bedroom of his parents‘ house,and pioneering the first personal computer for everyday use.
  • 2. The famed New York Times columnist, Thomas Friedman, wrote a column in whichhe said America needs more jobs—Steve Jobs. He meant that innovation andcreativity must be nurtured and encouraged to help the U.S and other countriesemerge from the global recession. Everyone wants to learn more about Steve Jobs,yet very few journalists have identified the principles that drive Steve Jobs and hissuccess. Until now, that is.
  • 3. The Innovation Secrets of Steve Jobs (McGraw-Hill, October, 2010) reveals the 7principles that are largely responsible for his breakthrough success; principles thathave guided Steve Jobs for his entire career and, more important, principles youcan adopt today to ―think differently‖ about your company, product or service.
  • 4. Steve Jobs has something to teach you about your career, your business, and yourbrand. He thinks differently about every aspect of business – from product design tomarketing to communications. Here are the 7 principles responsible for Jobs‘breakthrough success.
  • 5. Principle One: Do what you love.Passion is everything. Innovation—which simply means—new ways of doing thingsthat improve our lives---cannot flourish unless you are truly obsessed with makingsomething better—be it a product, a service, a method or a career.
  • 6. ―Have the courage to followyour heart and intuition.They somehow already knowwhat you truly want tobecome.‖
  • 7. Jobs has followed his heart his entire career and that passion, he says, has made allthe difference. It‘s very difficult to come up with new, creative ideas that movesociety forward if you are not passionate about the subject.
  • 8. In 1972, Steve Jobs dropped out of Reed College in Portland after just onesemester.
  • 9. He stayed another 18 months to ―drop in‖ to those classes he enjoyed, likecalligraphy. Calligraphy didn‘t have any obvious practical application in his life but itwould come back to Jobs when he created the Mac.
  • 10. The Macintosh was the world‘s first computer with beautiful fonts and typography. IfSteve Jobs hadn‘t followed his passion, we‘d still be entering line commands.
  • 11. ―Being the richest man in thecemetery doesn‘t matter tome. Going to be bed at nightsaying we’ve donesomething wonderful—that‘s what matters to me.‖
  • 12. ―Passion won‘t protect you against setbacks, but it will ensure that no failure is everfinal.‖ – Bill Strickland
  • 13. ―I don‘t mind failure. I‘ve always thought that schoolchildren should be marked bythe number of failures they‘ve had.‖ – James Dyson
  • 14. 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. Followthose passions despite skeptics and naysayers who do not have the courage tofollow their dreams.
  • 15. Principle Two: Put a dent in the universe.This speaks to vision. Innovation doesn‘t take place in a vacuum. You need to knowwhere you‘re going, what the ultimate destination is, and you need to inspire others,evangelists.
  • 16. ―We‘re gambling on ourvision, and we‘d rather dothat than make ‗me-too‘products.‖
  • 17. 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 thehands of everyday people.‖
  • 18. In 1979, Jobs took a tour of the Xerox research facility in Palo Alto, California. Therehe saw a new technology that let users interact with the computer via colorfulgraphical icons on the screen instead of entering complex line commands.
  • 19. It was called a ―graphical user interface.‖ In that moment, Jobs knew that thistechnology would allow him to fulfill his vision of putting a computer in the hands ofeveryday people. Jobs later said that Xerox could have ―dominated‖ the computerindustry but instead its ‗vision‘ was limited to building another copier. Two peoplecan see the same thing but perceive it differently based on their vision.
  • 20. Steve Jobs set out with a vision to change the world. What‘s your vision for yourproduct, brand, and your career?
  • 21. Passion fuels the rocket, but vision points the rocket to its ultimate destination.
  • 22. Principle Three: Kick start your brain.Creativity leads to innovative ideas. Jobs believes that a broad set of experiencesexpands our understanding of the human experience. A broader understandingleads to breakthroughs that others may have missed. Breakthrough innovationrequires creativity and creativity requires that you think differently about…the wayyou think.
  • 23. ―Creativity is justconnecting things.‖
  • 24. 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 simplysaid, ―I came up with a name for our company—Apple.‖ Wozniak said they couldhave tried to come up with more technical sounding names but their vision was tomake computers approachable. Apple fit perfectly.
  • 25. Calligraphy Dalai Lama Four Seasons Mercedes-Benz India ApplesSteve Jobs creates new ideas precisely because he has spent a lifetime exploringnew and unrelated things—seeking out diverse experiences. Jobs hired peoplefrom 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 hedeveloped the customer service model for the Apple Stores. Look outside yourindustry for inspiration.
  • 26. ―Part of what made theMacintosh great was that thepeople working on it weremusicians, and poets, and artists,and zoologists, and historians whoalso happened to be the bestcomputer scientists in the world.‖
  • 27. Principle Four: Sell dreams, not products.Your customers don‘t care about your product, your company or your brand. Theycare about themselves, their hopes, their dreams, their ambitions. Help them fulfilltheir dreams and you will them over.
  • 28. ―The people who are crazyenough to change the worldare the ones who do.‖ —Apple Ad
  • 29. Steve Jobs doesn‘t rely on focus groups. If he had, they may never have enjoyediPods, iTunes, the iPhone, the iPad, or Apple Stores. Jobs does not need focusgroups because he understands his customers really, really well. Yes, sometimesbetter than they know themselves!
  • 30. When Jobs returned to Apple in 1997 after a 12-year absence, Apple faced anuncertain future. Jobs closed his presentation that year at Macworld in Boston withan observation that set the tone for Apple‘s resurgence: ―I think you have to thinkdifferently to buy an Apple computer. A lot of times people think they‘re crazy, but inthat craziness we see genius.‖
  • 31. When Jobs returned to Apple in 1997 after a 12-year absence, Apple faced anuncertain future. Jobs closed his presentation that year at Macworld in Boston withan observation that set the tone for Apple‘s resurgence: ―I think you have to thinkdifferently to buy an Apple computer. A lot of times people think they‘re crazy, but inthat craziness we see genius.‖
  • 32. PrincipleFive:Say no to1,000things.
  • 33. ―Innovation comes from saying noto 1,000 things to make sure wedon‘t get on the wrong track or tryto do too much.‖
  • 34. Jonathan Ive, Apple design guru: ―We are absolutely consumed by trying to developa solution that is very simple, because as physical beings we understand clarity.‖Your customers demand simplicity and simplicity requires that you eliminateanything that clutters the user experience.
  • 35. Steve Jobs reduced complexity in the Smartphone category by eliminating thekeyboard.
  • 36. The iPad is so simple a 2-year-old can use it.
  • 37. The Apple Web site features one product.
  • 38. “Get rid of the crappy stuff and focus on the good stuff.”Steve Jobs‘ advice to the new Nike CEO, Mark Parker.
  • 39. The designers behind the wildly popular Flip video camera found inspiration in Appleproducts. Their goal—anyone should be able to enjoy it out of the box in 30 seconds.
  • 40. Mick Mountz, the CEO of Kiva Systems and a former Apple employee, said hedesigned these warehouse robots after asking himself, ―What would Steve do?‖
  • 41. Simplicity is the elimination of clutter—for Apple and Nobu.
  • 42. PrincipleSix: Createinsanelygreatexperiences.
  • 43. ―People don‘t want to just buypersonal computers anymore.They want to know what theycan do with them, and we‘regoing to show people exactly that
  • 44. Jobs has made the Apple Store the gold standard in customer service by introducingsimple innovations any business can adopt to create deeper, more emotionalconnections with their customers. For example, there are no cashiers in an Applestore. There are experts, consultants, even geniuses, but no cashiers.
  • 45. Apple created an innovative retail experience by studying a company known for itscustomer experience—The Four Seasons. Apple Stores would attract shoppers notby moving boxes, but by ―enriching lives.‖ The lesson—don‘t move ―product.‖ Enrichlives instead and watch your sales soar.
  • 46. 1 4 3 2 5Carmine‘s experience buying a MacBook pro at the Apple store was like being set upon a date and establishing a life-long commitment to the brand.
  • 47. ABT Electronics in Chicago also sought inspiration outside conventional norms. TheLobby looks like the atrium at the Bellagio hotel in Las Vegas, complete with dancingwater fountain.
  • 48. ABT even built an aquarium inspired by the giant fish tank behind the check in deskat the Las Vegas Mirage hotel.
  • 49. ―If you just think about what makes customers and employees happy, in today‘sworld that ends up being good for business.‖ – Tony Hsieh, Zappos CEO
  • 50. PrincipleSeven:Master themessage.
  • 51. ―You baked a really lovelycake but then you used for frosting.‖
  • 52. You can have the most innovative idea in the world, but if you can‘t get peopleexcited about it, it doesn‘t matter. Steve Jobs is considered one of the greatestcorporate storytellers in the world because his presentations inform, educate andentertain.
  • 53. There are no bullet points in a Steve Jobs presentation
  • 54. Title Category 4 Category 3 Category 2 Category 1 0% 50% 100%Most PowerPoint slides are a confusing, convoluted mess.
  • 55. This is a real PowerPoint slide used by the U.S military. If commanders canunderstand this, they can win the war.
  • 56. Steve Jobs thinks visually about presenting ideas, products, and information.
  • 57. Simplicity: The Elimination of ClutterIn Apple‘s design world, simplicity is the elimination of clutter. The same holds truefor a Steve Jobs presentation.
  • 58. Picture Superiority Effect (PSE)
  • 59. BIRD 10% 65%If information is presented verbally, your audience will remember 10% of theinformation. Attach a picture and retention goes up to 65%.
  • 60. Text and images are so much more interesting than bullet points alone.
  • 61. One more thing…Don’t letthe bozosget youdown
  • 62. Innovation takes confidence, boldness and the discipline to tune out negative voices.
  • 63. “We don’t need you. You haven’t gotten through college yet.” “Get your feet off my desk. Get out of here. You stink and we’re not going to buy your product.” “Your problem is that you still believe the way to grow is to serve caviar in a world that seems pretty content with cheese and crackers.” “There’s no reason why anyone would want a computer in their home.” Imagine how one young man with big dreams must have felt when he heard thefollowing. Of course, these statements were all directed at one time or another toSteve Jobs.
  • 64. “Don’t the let noise of others’ opinions drown out your own inner voice.”
  • 65. “Dream bigger.”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 yourcraziness. Believe in yourself and your vision and be prepared to constantly defendthose beliefs. Only then will innovation be allowed to flourish and only then will yoube able to lead an ―insanely great‖ life.