Some Impressionistic takes from the book Jay Elliot’s & William L.Simon “The Steve Jobs Way i leadership for a new generation” by Ramki firstname.lastname@example.org
PreludeSteve Jobs is as much an icon of the information age as the iMacs, iPods, iPads andiPhones that Apple has been launching ever so frequently in recent years. He is also acontroversial entrepreneur. — Business magazine Fortune once said he is considered oneof Silicon Valley’s ‘leading egomaniacs’ — and both authorized and unauthorizedbiographies of the Buddhist business magnate and inventor are aplenty.Jay Elliot, author of The Steve Jobs Way: iLeadership for a new generation, is perhapsone of the closest associates of the founder and CEO of one of the most outstandingcompanies in history to have written a book on him. Mr. Elliot, who worked with Mr. Jobsas senior vice-president of Apple, leverages his ‘deep insider perspective’ of his boss’s‘singular iLeadership style, encompassing four major principles: product, talent,organization and marketingThe book is full of interesting anecdotes relating to Mr Jobs, his interactions with hiscolleagues, the big fights he had with some top executives, including John Sculley, theformer PepsiCo president, who replaced him as the CEO following a painful powerstruggle in the mid- 1980s. But the ‘Sculley era’ saw the decline of Apple, leading oneinternational magazine to label Mr Sculley as “the 14th worst American CEO of all time”. Happy Reading
Learning’s from the book Why Steve Jobs is in a class by himself. How Steve Jobs runs an organization that brings such convenience, timesaving and pleasure to so many people around the world. How Steve Jobs’ unique leadership style has forever changed our everyday lives and the world around us. How to shift your paradigm and get your organization to shift with you
The Steve Jobs way- ILeadership for a new generationJay Elliot One of the close associate of Steve jobs Worked as Senior VP of AppleiLeadership 4 Major Principles : Product, Talent, Organization & MarketingFirst Meeting ‘Hippie looking ‘ , twenties in Jeans & sneakers Fire eater, busting with energy and lighting up at the ideaThe Book Is full of experiences, mind boggling situations, big fights ,power struggles and iLeadership
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
Innovation distinguishes between a Leader & a followerIt 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 people can see the same thing but perceive it differently based on their vision.
Passion for ProductDriving force for iPhone development Steve Jobs is the World’s greatest consumer He breathed his life into “ Macintosh” – as computer for rest of us . Stirred the iTunes store & the iPod into being out of his love for music & desire to take the music everywhere with him. Loved the convenience of the cell , but hated the heavy, clumsy, ugly and hard to use phones in the market. That dissatisfaction led to his giving himself & the rest of the iPhone.
Passion for Product Steve Jobs survives, thrives and changes society by following his own passions I could be doing a lot of other things with my life But Macintosh is going to change the world I have chosen people for the team who believe it. His passion goes through the entire organization – receptionist to engineers to the board of directors Employees of any company do not feel this passion as passed on from the leaders , then the leaders needs to be asking “ Why not” ?
From drawing board to delivery As his own product czar, Steve wore a dazzling number of hats in the Macintosh team. Starting with product conceiver-in-chief. From the drawing board to delivery, he inhabited the product, living every detail of what it would experience as if it were a living, breathing organism. He knew he had to be surrounded by people as invested in achieving excellence in the products as he himself was. His passion is one of the great underlying secrets of Steve’s success. He is exacting, demanding and, yes, at times, inconsiderate. It’s all a reflection of the fiery passion that drives him.
Success is in details Steve Jobs had his best engineers working on the top-secret project to develop the iPhone He had to wage a battle. Trying to create a cell phone product was a monumental effort for a company with no background in the field. One of his big reasons for taking on this unlikely challenge was that every cell phone he had ever seen was, in his view, far too complicated to use A perfect challenge for a man so dedicated to detail and to its companion quality, simplicity. Steve had decided early on that the cell phone being developed at Apple would have only a single button.
Success is in details His engineers kept telling him over and over in their once-or- twice-a-week review meetings that it was not possible for a cell phone to have only one button. You could not turn it on and off, control the volume, switch between functions, go to the Internet and use all the other features the phone was to have, if you had only a single control button. Steve was deaf to their complaints. He kept demanding, in effect, “The phone will have only one button. Figure it out.” Though he has, through the years, been an incredible solver of problems and originator of clever ideas on all the products developed under him.
Success is in details Steve didn’t know how the phone could be designed so it would need only one button. But as the ultimate consumer, he knew that’s what he wanted. He kept sending the engineers back with the demand that they figure out the necessary solutions. You know the end of the story: The original iPhone had only one control button
Success is in details Creativity & innovation; More work, More detail-oriented planning Learning from mistakes. Details matter, it’s worth waiting to get it right, but there are times when you have to weigh the benefit of getting it right the cost of being late to market.
Holistic Product development Today, most products of any complexity — as well as a lot of very simple ones — include components or ingredients not created on-site but purchased elsewhere, from some other company. It’s why the rim at the top of the can of Gillette shaving cream always turns rusty: Gillette makes the shaving cream but buys the cans from a supplier — a nameless manufacturing company that doesn’t have to take any flak from Gillette customers. And one wonders whether Gillette’s top managers aren’t using their own product; if they were, wouldn’t they have corrected the problem a long time ago?
Product Czar Passion for the Idea, Product & Perfection If you are not passionate from the start you will never stick it out Creativity, Innovation and more detail oriented planning Details matter, it’s worth waiting to get it right. But there are times when you have to weigh the benefit of getting it right & the cost of being late to market Passion is everything. Innovation—which simply means—new ways of doing things that improve our lives---cannot flourish unless you are truly obsessed with making something better—be it a product, a service, a method or a career.
How to do find your passion? Passions are those ideas that don’tleave you alone. They are the hopes, dreams and possibilitiesthat consume your thoughts. Follow those passions despiteskeptics and naysayers who do not have the courage to followtheir dreams.
Talent Rules Team culture is important & key differentiator Product focused team Master the team building into Art form Learning to acknowledge a bad decision & move ahead Seek people who are interested about the project Talent finds TalentJobs has followed his heart his entire career and that passion, he says, hasmade all the difference. It’s very difficult to come up with new, creative ideasthat move society forward if you are not passionate about the subject.
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 with anobservation 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.”
Team Sports Best of time & worst of times Leadership search Noticing signs of conflict Public face of your product Seek people who are interested about the project New ideas can be soothe friction or ignite themPassion fuels the rocket, but vision points the rocket to its ultimatedestination.
Team Sports- Maintaining Momentum Next opportunity ; next product Remaking of the company Recovering from the disaster Creating a product that reflects the principles of the creator Maintaining the momentum in the face of failures He stayed another 18 months to “drop in” to those classes he enjoyed, like calligraphy. Calligraphy didn’t have any obvious practical application in his life but it would come back to Jobs when he created the Mac..
Team Sports- Evangelizing Innovation Collaboration, Control & Inspire Ignite the sense of doing something novel, something better and something special Do more than you imagine, embrace the group creativity & Innovation Think differentCreativity leads to innovative ideas. Jobs believes that a broad set ofexperiences expands our understanding of the human experience. A broaderunderstanding leads to breakthroughs that others may have missed.Breakthrough innovation requires creativity and creativity requires that youthink differently about…the way you think.
“My model for business is The Beatles. They were four guys who kept each other’s kind of negative tendencies in check. They balanced each other and the total was greater than the sum of the parts. That’s how I see business: great things in business are never done by one person, they’re done by a team of people.”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.
Steve Jobs creates new ideas precisely because he has spent a lifetime exploring newand unrelated things—seeking out diverse experiences. Jobs hired people from outsidethe computing profession, he studied the art of calligraphy in college, meditated in anIndian ashram, and evaluated The Four Seasons hotel chain as he developed thecustomer service model for the Apple Stores. Look outside your industry for inspiration.
Becoming Cool Steve Jobs is master craftsman’s. Ability to create a consistent, positive product image in the minds of his customers. He combines stick-to-itiveness with an intuitive sense of exactly what it takes to get the public enthralled with a product. He understands that this isn’t just a question of how well the product is designed and how smoothly it works — although these are critical factors — but of how it is perceived by the user, which, of course, is the key to product success.
Becoming Cool Apple as a Brand synonymous to Cool Putting the Brand in people Riding the Retail innovation with Apple Online Stores Achieving the definition of coolYour customers don’t care about your product, your company or your brand.They care about themselves, their hopes, their dreams, their ambitions. Helpthem fulfill their dreams and you will win them over.
Achieving the definition of cool There is nothing more cool in the world of business than creating a product that millions of people immediately want, and many who don’t have are envious of those who do. Nothing more cool than being a person who can imagine and create a product like that. Add one more element: creating a series of these way cool products not as separate and isolated efforts but all parts of a high-level overriding concept.
Steve Jobs reduced complexity inthe Smartphone category byeliminating the keyboardSteve Jobs doesn’t rely on focus groups. If he had, they may never haveenjoyed iPods, iTunes, the iPhone, the iPad, or Apple Stores. Jobs does notneed focus groups because he understands his customers really, really well.Yes, sometimes better than they know themselves!
Steve Jobs thinks visually about presenting ideas, products, and information.
Customer ExperienceJobs has made the Apple Store the gold standard in customer service byintroducing simple innovations any business can adopt to create deeper,more emotional connections with their customers. For example, there are nocashiers in an Apple store. There are experts, consultants, even geniuses,but no cashiers.
On becoming StevianYou can’t just ask customers what they want & then they tryto give that to them. By that time you get it built, they’ll wantsomething new “
“Design is a funny word.Some people think design meanshow it looks. But of course, if you dig deeper, it’s really how it works.”
“As technology becomes more complex,Apple’s core strength of knowing how tomake very sophisticated technologyLook “Simple” is in even greater demand.”
“I always considered part of my jobwas to keep the quality level ofpeople in the organization I workwith very high ...”
“… That’s what I consider one of the fewthings I actually can contribute individuallyto—to really try to instill in the organizationthe goal of having ‘A’ players. In everythingI’ve done it really pays to go after the bestpeople in the world
“Many times in an [job] interview I willpurposely upset someone: I’ll criticizetheir prior work. I’ll do my homework, findout what they worked on, and say, ‘God,that really turned out to be a bomb. Thatreally turned out to be a bozo product.Why did you work on that?’ ...”
“The [innovation] system is that there is nosystem. That’s doesn’t mean we don’t haveprocess. Apple is a very disciplinedcompany, and we have great processes. Butthat’s not what it’s about. Process makesyou more efficient.”
“Innovation has nothing to do with howmany R&D dollars you have. When Applecame up with the Mac, IBM was spendingat least 100 times more on R&D. It’s notabout money. It’s about the people youhave, how you’re led, and how much youget.”
Dream BiggerPerhaps the ultimate lesson that Jobs teaches us is that innovation requires risk-takingand 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.
Steve Jobs has something to teach you about your career, your business, andyour brand. He thinks differently about every aspect of business – from productdesign to marketing to communications. Here are the 7 principles responsiblefor Jobs’ breakthrough success.
Innovation takes confidence, boldness , craziness and thediscipline to tune out negative voices.
You can’t connect the dots looking forward; you can only connect themlooking backwards. So you have to trust that the dots will somehowconnect in your future.You have to trust in something; your gut, destiny, life, karma, whatever.This approach has never let me down, and it has made all the differencein my life
Follow your heart“Your work is going tofill a large part of yourlife, and the only way tobe truly satisfied is to dowhat you believe is greatwork. And the only wayto do great work is tolove what you do. If youhaven’t found it yet, keeplooking. Don’t settle.”
Make a dent in the Universe“ Being the richest manin the cemetery doesntmatter to me … going tobed at night saying wehave done somethingwonderful .. That ‘s whatmatters to me”
Keep it Simple“That’s been one of mymantras-focus &simplicity . Simple can beharder than complex: Youhave to work hard to getyour thinking clean tomake it simple. But it’sworth it in the endbecause once you getthere, you can movemountains.”
Break the Rules“Here’s to the crazy ones, themisfits, the rebels, thetroublemakers, the round pegsin the square holes… the oneswho see things differently -they’re not fond of rules…because the ones who arecrazy enough to think that theycan change the world, are theones who do.”
“ People Sometime have goals in life.Steve Jobs exceeded every goal he sethimself “– Steve Woznaik"Steve and I first met nearly 30 years ago,and have been colleagues, competitorsand friends over the course of more thanhalf our lives. The world rarely seessomeone who has had the profoundimpact Steve has had, the effects of whichwill be felt for many generations to come.For those of us lucky enough to get to workwith him, its been an insanely greathonor." -Bill Gates
Summary –Steve Jobs Principles Be passionate about each project you work on. Be driven by an opportunity and create a product for it. Always be open to talent who can help. Do your best to make the product intuitive, so a user’s manual isn’t needed. Be really honest with yourself about your products. Ensure that the products represent you and your traits as a person. Work through your people and celebrate as a unit with every success. Keep innovating to get closer and closer to your ideal, your vision of perfection that goes beyond the currently achievable reality. Don’t listen to people who say it can’t be done.