Make business decisions like they’reyour earthly legacy, not just a few pennies ofnext quarter’s earnings. Focus on products and customers instead of profits. The money will find you. Strange, but true.
Take pride in your work, even those parts of it customers won’t see. Steve demanded that more expensive components be used on circuit boards if they looked more pleasing.His reasoning: the customer may never know, but we will.
Bean counters and salespeople rununinspired companies.Steve brought John Sculley to Apple as CEO, but regretted it because Sculley only cared about profit. Result: the Second Coming of Steve.He said Microsoft will never be innovative under Steve Ballmer because he only knows sales. Steve Jobs was a product guy.
Simplify everything mercilessly.Apple has few products, but they own thosemarkets (actually, they created most of those markets.) Apple’s products look simple. Almost all thetechnology is hidden. They don’t even have an on-off button.
Fire everybody who isn’t an A-teamer. Stars work best with other stars.Great employees are 30% better than the merely good, and way better than most.
Don’t let someone else control the user experience. Apple products have screws your tools can’t open. They’re sold from stores they own. Their software runs mostly only on their own hardware. Endless thought goes into product packaging (like using California as a brand.)
The Steve-mobile. He refused to put license plates on it for fear someone might follow him. It’s OK to be a petulant, cruel,insensitive, immature, vindictive jerk as long as you take care ofwhat’s important. And as long as you’re almost always right.
Push people hard to do the impossible. Sometimes they will actually do it.Apple called it the Reality Distortion Field.Steve could distort reality in convincing peoplethat an impossible task was not only doable,but expected.
Partner with someone whose strengths andweaknesses are opposite yours. Jobs: design, vision, and business. Wozniak: engineering. There would be no Apple today without either.
Be a showman. Keepproduct details secret until the unveiling event. Don’t overexpose yourself or your product. Script, rehearse, and control every event. Image should not be accidental. Note: the jeans and turtleneck made up Steve’s brand identity. Real CEOs demo.
Customers are not always right. Focus groups didn’ttell Alexander Graham Bell to invent the telephone. Customers don’t know what they want until someone creates it and shows them. Nobody asked Apple to make music players, iPhones, or iTunes. Apple finds problems and fixes them, even if you didn’t know you had the problem in the first place. Customers can only think of “better, faster, cheaper.”
Good artists copy. Great artists steal. Apple didn’t invent computers, graphical operating systems, music players, or cell phones. Packaging, design, marketing, and customer support are not trivial.
Do it right even if itcosts more. Set the price after you know the cost and trust customers to see the value. It’s OK to be more expensive than your competitors.
Building layout should force employees to have random encounters.Steve wanted one huge Apple building to have only one setof restrooms. He uncharacteristically compromised. Heallowed two.
No PowerPoints (or even Keynotes) in meetings. Ever. PowerPoints let the presenter hide behind boring, edited information. Tension breeds creativity and avoids polite rubber-stamping. Challenge people hard to justify theirarguments to see how passionately they really believe them.
Take the top company performers on a retreat. Get consensus on the 10 most important things to do next. Then erase the bottom sevenand do the top three really well.
Companies shouldhave one P&L, not divisions competing for corporate love. Source: Bonkers World
A good idea isn’t enough.Executives can’t just hand off a good idea. Someone has tomanage the craftsmanship and packaging as it evolves.
“Here’s to the crazy ones, the misfits, the rebels, thetroublemakers, the round pegs in the square holes… theones who see things differently — they’re not fond ofrules… they push the human race forward, and whilesome may see them as the crazy ones, we see genius,because the ones who are crazy enough to think thatthey can change the world are the ones who do.”
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