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Some Impressionistic takes from the book

Jay Elliot’s & William L.Simon

“ The Steve Jobs Way

i leadership for a new generation”

by [email protected]



Steve Jobs is as much an icon of the information age as the iMacs, iPods, iPads and

iPhones that Apple has been launching ever so frequently in recent years. He is also a

controversial entrepreneur. — Business magazine Fortune once said he is considered one

of Silicon Valley’s ‘leading egomaniacs’ — and both authorized and unauthorized

biographies of the Buddhist business magnate and inventor are aplenty.

Jay Elliot, author of The Steve Jobs Way: iLeadership for a new generation, is perhaps

one 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. Jobs

as 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 marketing

The 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, the

former PepsiCo president, who replaced him as the CEO following a painful power

struggle in the mid- 1980s. But the ‘Sculley era’ saw the decline of Apple, leading one

international magazine to label Mr Sculley as “ the 14th worst American CEO of all time”.

Happy Reading

Prelude



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 yourorganization to shift with you



Jay Elliot

One of the close associate of Steve jobs

Worked as Senior VP of Apple

iLeadership

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 Steve Jobs way- ILeadership for a new generation



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 upfrom 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 follower

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.



1

Product Czar



Passion for Product

Driving 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 beasking “ 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 otherfeatures 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 onlyone 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’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.



2

Talent Rules



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 Talent

Jobs has followed his heart his entire career and that passion, he says, has

made all the difference. It’s very difficult to come up with new, creative ideas

that 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 an

uncertain future. Jobs closed his presentation that year at Macworld in Boston with an

observation that set the tone for Apple’s resurgence: “I think you have to think

differently to buy an Apple computer. A lot of times people think they’re crazy, but in

that craziness we see genius.”



3

Team Sports



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 them

Passion fuels the rocket, but vision points the rocket to its ultimate

destination.



Team Sports- Maintaining Momentum

Next opportunity ; nextproduct

Remaking of the company

Recovering from the disaster

Creating a product thatreflects 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 different

Creativity leads to innovative ideas. Jobs believes that a broad set of

experiences expands our understanding of the human experience. A broader

understanding leads to breakthroughs that others may have missed.

Breakthrough innovation requires creativity and creativity requires that you

think differently about…the way you think.





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 thecustomer service model for the Apple Stores. Look outside your industry for inspiration.



4

Becoming Cool

A different view of selling



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 toproduct success.

Becoming Cool



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 cool

Your customers don’t care about your product, your company or your brand.

They care about themselves, their hopes, their dreams, their ambitions. Help

them 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 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!

Steve Jobs reduced complexity in

the Smartphone category by

eliminating the keyboard



Steve Jobs thinks visually about presenting ideas, products, and

information.

Customer Experience



Customer Experience

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.

On becoming Stevian



You can’t just ask customers what they want & then they try

to give that to them. By that time you get it buil t, they’l l want

something new “

On becoming Stevian



“ 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 to

make very sophisticated technology

Look “ Simple” is in even greater demand.”



“ I always considered part of my job

was to keep the quality level of

people in the organization I work

with very high ...”



“ … That’s what I consider one of the few

things I actually can contribute individually

to—to really try to instill in the organizationthe goal of having ‘A’ players. In everything

I’ve done it really pays to go after the best

people in the world



“ Many times in an [job] interview I will

purposely upset someone: I’ll criticize

their prior work. I’ll do my homework, find

out what they worked on, and say, ‘God,

that really turned out to be a bomb. That

really turned out to be a bozo product.Why did you work on that?’ ...”



“ The [innovation] system is that there is no

system. That’s doesn’t mean we don’t have

process. Apple is a very disciplinedcompany, and we have great processes. But

that’s not what it’s about. Process makes

you more efficient.”



“Innovation has nothing to do with how

many R&D dollars you have. When Apple

came up with the Mac, IBM was spending

at least 100 times more on R&D. It’s not

about money. It’s about the people you

have, how you’re led, and how much youget.”



5

Steve Jobs Best Quotes



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 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, 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.



Innovation takes confidence, boldness , craziness and the

discipline 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 somehow

connect 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 difference

in my l ife





Follow your heart

“Your work is going to

fill a large part of yourlife, and the only way to

be truly satisfied is to do

what you believe is great

work. And the only way

to do great work is to

love what you do. If you

haven’t found it yet, keeplooking. Don’t settle.”



Make a dent in the

Universe“ Being the richest man

in the cemetery doesn't

matter to me … going tobed at night saying we

have done something

wonderful .. That ‘s whatmatters to me”

Keep it Simple



p p

“ That’s been one of my

mantras-focus &

simplicity . Simple can beharder than complex: You

have to work hard to get

your thinking clean to

make it simple. But it’sworth it in the end

because once you get

there, you can move

mountains.”



Break the Rules

“Here’s to the crazy ones, the

misfits, the rebels, the

troublemakers, the round pegs

in the square holes… the ones

who see things differently -they’re not fond of rules…

because the ones who are

crazy enough to think that they

can change the world, are theones who do.”



6

Steve & Others





“ People Sometime have goals in life.

Steve Jobs exceeded every goal he set

himself “– Steve Woznaik

"Steve and I first met nearly 30 years ago,and have been colleagues, competitors

and friends over the course of more than

half our lives. The world rarely sees

someone who has had the profound

impact Steve has had, the effects of which

will be felt for many generations to come.

For those of us lucky enough to get to work

with him, it's been an insanely great

honor." -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 visionof perfection that goes beyond the currently achievable reality.

Don’t listen to people who say it can’t be done.



Happy Reading

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