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                                      The Show Must Go On

        If you are a genius, people do not expect you to make big mistakes. Steve Jobs must have
been fully aware when he was diagnosed with cancer, several years back, that his company was
at risk. He knew well that his persona sometimes overshadowed Apple’s halo, and to let this
happen would be a hell of a mistake!

       Having a person as a brand is a very risky strategy because people make mistakes that
can go public (Merriam, 2011). Take the examples of OJ Simpson and Tiger Woods. Both of
them ruined their brands because of their behaviors(Flanagan, 2011). Being human also means
that you will die someday. What will happen to the brand then? Die as well? “I don’t think so,”
Jobs might have told himself when he thought about these things.

       Observers did not like thesubstandard corporate communication approach that
lackedclarity and consistency about Jobs’ health condition. Some of them saw Apple and Jobs as
two sides of the same coin. This perception was established because of what happened during the
tenure of John Scully who led the company from 1983 to 1993 (So you want to buy a
president?,n.d.) During that time, sales, profit, and share price plummeted (Merriam, 2011).
There was also a lot of discussion about “Jobs premium” in Apple’s share price, which some
estimated at around 20 per cent (Apple, Inc.: Transparency in corporate statements about the
CEO,n.d.).

       Other viewers had their eyes on what washappening internally. They sawthat
Jobswasactually implementing a succession plan by grooming Mr. Cook (After Steve Jobs, what
now for Apple, 2011).

        Tim Cook, the expected successor, took charge each time Jobs was away from the
picture. And he did a pretty good job. He managed the company for two months, back in 2004,
when Jobs had to go for cancer treatment. He took charge again in 2009 when Jobs had a liver
transplant, and amazingly the share price rose by 62 per cent during that period.When Jobs
resigned last month, the share price responded with a brief5 per cent drop in price(After Steve
Jobs, what now for Apple, 2011). This means that the majority of investors believes in thisman
and trusts Jobs’ succession plan put in place. “It was a little murky for awhile, but now it is clear
that Tim Cook was tipped to be the next CEO all along. Apple identified him as a talented leader
from within the company a long time ago, and had been grooming Mr. Cook for the CEO job”
(Weidner, 2011).

        However, having a good succession plan is not enough for the company to thrive. The
entire organization has to live and breathe Jobs’ entrepreneurial spirit, dedication, and focus on
2


innovation in order to keep the momentum. “A company is dependent on its ability to
institutionalize that genius in the corporate DNA. And Apple shows every sign of having done
that,” says Terry Connelly, dean of the Ageno School of Business at Gloden Gate University in
San Francisco (After Steve Jobs, what now for Apple?, 2011).

        A review done byGlassdoor, a career website, shows that Apple’s employees are so
happy about their company and its visionary leader that they called him “the Thomas Edison of
this century.” (The minister of magic steps down, 2011).It seems that the legendary CEO
succeeded in creating an organizational culture that will outlive him. The proof came recently
with an announcement made by Millward Brown, a leading market research agency, saying that
Apple led the list as the world's most valuable brand, with an estimated value of more than $153
billion(Apple becomes world’s most valuable brand, ending Google’s four-year term at the top,
says WPP’S BrandZ, 2011)

        Apple has taken the route of other mature companies that crossed the 100 years mark and
remained strong. Thomas Edison and Henry Forddid not try to develop great leaders like
themselves to carry the flag, neither did Steve Jobs. They all decided to build great companies. In
this regard, Jobs has done a good job!

                                                                References

After Steve Jobs, what now for Apple. (2011, August 25). Retrieved September 24, 2011, from

  http://www.cbc.ca/news/business/story/2011/08/25/jobs-apple-future.html

Apple becomes world’s most valuable brand, ending Google’s four-year term at the top, says

  WPP’S BrandZ. (2011, May 8). Retrieved September 26, 2011, from

  http://www.millwardbrown.com/global/news/pressreleases/PressReleaseDetails/11-05-

  08/Apple_Becomes_World_s_Most_Valuable_Brand_Ending_Google_s_Four-Year_Term_at_the_Top_says_WPP_S_BrandZ.aspx

Apple, Inc.: Transparency in corporate statements about the CEO, (n.d.)

  Falangan, B. (2011, April 21). You catch a falling star at your peril. Retrieved September 26, 2011, from

  http://www.thenational.ae/thenationalconversation/industry-insights/media/you-catch-a-falling-star-at-your-peril

Merriam, L. (2011, January 23). Steve Jobs and Apple’s future brand value. Retrieved September 24, 2011, from

  http://www.business2community.com/mobile-apps/steve-jobs-and-apple%E2%80%99s-future-brand-value-010321

PBS.(n.d.)So you want to buy a president? Retrieved September 26, 2011, from

  http://www.pbs.org/wgbh/pages/frontline/president/players/sculley.html

The minister of magic steps down. (2011, August 27). Retrieved September 25, 2011, from

http://www.economist.com/node/21526948/comments

Weidner, D. (2011, September 16). 'A' for Apple, 'F' for Yahoo: Grading succession. Retrieved September 25, 2011, from

  http://online.wsj.com/article/SB10001424053111904491704576571151430695150.html
3

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Article on Steve Jobs

  • 1. 1 The Show Must Go On If you are a genius, people do not expect you to make big mistakes. Steve Jobs must have been fully aware when he was diagnosed with cancer, several years back, that his company was at risk. He knew well that his persona sometimes overshadowed Apple’s halo, and to let this happen would be a hell of a mistake! Having a person as a brand is a very risky strategy because people make mistakes that can go public (Merriam, 2011). Take the examples of OJ Simpson and Tiger Woods. Both of them ruined their brands because of their behaviors(Flanagan, 2011). Being human also means that you will die someday. What will happen to the brand then? Die as well? “I don’t think so,” Jobs might have told himself when he thought about these things. Observers did not like thesubstandard corporate communication approach that lackedclarity and consistency about Jobs’ health condition. Some of them saw Apple and Jobs as two sides of the same coin. This perception was established because of what happened during the tenure of John Scully who led the company from 1983 to 1993 (So you want to buy a president?,n.d.) During that time, sales, profit, and share price plummeted (Merriam, 2011). There was also a lot of discussion about “Jobs premium” in Apple’s share price, which some estimated at around 20 per cent (Apple, Inc.: Transparency in corporate statements about the CEO,n.d.). Other viewers had their eyes on what washappening internally. They sawthat Jobswasactually implementing a succession plan by grooming Mr. Cook (After Steve Jobs, what now for Apple, 2011). Tim Cook, the expected successor, took charge each time Jobs was away from the picture. And he did a pretty good job. He managed the company for two months, back in 2004, when Jobs had to go for cancer treatment. He took charge again in 2009 when Jobs had a liver transplant, and amazingly the share price rose by 62 per cent during that period.When Jobs resigned last month, the share price responded with a brief5 per cent drop in price(After Steve Jobs, what now for Apple, 2011). This means that the majority of investors believes in thisman and trusts Jobs’ succession plan put in place. “It was a little murky for awhile, but now it is clear that Tim Cook was tipped to be the next CEO all along. Apple identified him as a talented leader from within the company a long time ago, and had been grooming Mr. Cook for the CEO job” (Weidner, 2011). However, having a good succession plan is not enough for the company to thrive. The entire organization has to live and breathe Jobs’ entrepreneurial spirit, dedication, and focus on
  • 2. 2 innovation in order to keep the momentum. “A company is dependent on its ability to institutionalize that genius in the corporate DNA. And Apple shows every sign of having done that,” says Terry Connelly, dean of the Ageno School of Business at Gloden Gate University in San Francisco (After Steve Jobs, what now for Apple?, 2011). A review done byGlassdoor, a career website, shows that Apple’s employees are so happy about their company and its visionary leader that they called him “the Thomas Edison of this century.” (The minister of magic steps down, 2011).It seems that the legendary CEO succeeded in creating an organizational culture that will outlive him. The proof came recently with an announcement made by Millward Brown, a leading market research agency, saying that Apple led the list as the world's most valuable brand, with an estimated value of more than $153 billion(Apple becomes world’s most valuable brand, ending Google’s four-year term at the top, says WPP’S BrandZ, 2011) Apple has taken the route of other mature companies that crossed the 100 years mark and remained strong. Thomas Edison and Henry Forddid not try to develop great leaders like themselves to carry the flag, neither did Steve Jobs. They all decided to build great companies. In this regard, Jobs has done a good job! References After Steve Jobs, what now for Apple. (2011, August 25). Retrieved September 24, 2011, from http://www.cbc.ca/news/business/story/2011/08/25/jobs-apple-future.html Apple becomes world’s most valuable brand, ending Google’s four-year term at the top, says WPP’S BrandZ. (2011, May 8). Retrieved September 26, 2011, from http://www.millwardbrown.com/global/news/pressreleases/PressReleaseDetails/11-05- 08/Apple_Becomes_World_s_Most_Valuable_Brand_Ending_Google_s_Four-Year_Term_at_the_Top_says_WPP_S_BrandZ.aspx Apple, Inc.: Transparency in corporate statements about the CEO, (n.d.) Falangan, B. (2011, April 21). You catch a falling star at your peril. Retrieved September 26, 2011, from http://www.thenational.ae/thenationalconversation/industry-insights/media/you-catch-a-falling-star-at-your-peril Merriam, L. (2011, January 23). Steve Jobs and Apple’s future brand value. Retrieved September 24, 2011, from http://www.business2community.com/mobile-apps/steve-jobs-and-apple%E2%80%99s-future-brand-value-010321 PBS.(n.d.)So you want to buy a president? Retrieved September 26, 2011, from http://www.pbs.org/wgbh/pages/frontline/president/players/sculley.html The minister of magic steps down. (2011, August 27). Retrieved September 25, 2011, from http://www.economist.com/node/21526948/comments Weidner, D. (2011, September 16). 'A' for Apple, 'F' for Yahoo: Grading succession. Retrieved September 25, 2011, from http://online.wsj.com/article/SB10001424053111904491704576571151430695150.html
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