book review the steve jobs way by dinesh chandrasekar
Post on 17-Oct-2014
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Book Review of " The Steve Jobs way" . Presented by Dinesh Chandrasekar , Practice Director CRM & MDM CoE, Hitachi ConsultingTRANSCRIPT
Jay ElliotOne of the close associate of Steve jobsWorked as Sr.VP of Apple
iLeadership4 Major Principles : Product, Talent, Organization & Marketing
First Meeting‘Hippie looking ‘ , twenties in Jeans and sneakersFire eater, busting with energy and lighting up at the idea
The BookIs full of experiences, mind boggling situations, big fights ,power struggles and iLeadership To start with lets watch this Video
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.
Present apple logo
19761977
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.
Innovation distinguishes between a Leader and a follower
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.
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.
Product CzarPassion for the idea, product & perfectionIf you are not passionate from the startyou will never stick it outCreativity, 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
7
“… I want to see what people
are like under pressure. I want to
see if they just fold or if they have
firm conviction, belief, and pride
in what they did.”
“As technology becomes
more complex, Apple’s core
strength of knowing how to make
very sophisticated technology
comprehensible to mere mortals is
in even greater demand.”
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.
Talent RulesTeam Culture is importantProduct Focused Team Master the team building into a Art formLearning to acknowledge a bad decision and move aheadSeek people who are interested about the projectTalent finds Talent
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.”
“… That’s what I consider one
of the few things I actually can
contribute individually to—to really
try to instill in the organization the
goal of having ‘A’ players. In
everything I’ve done it really pays
to go after the best people
in the world.”
Passion fuels the rocket, but vision points the rocket to its ultimate destination.
Team SportsBest of times and Worst of timesLeadership SearchNoticing signs of conflictPublic face of your productSeek people who are interested about the projectNew ideas can soothe friction or Ignite them
“I always considered part
of my job was to keep the quality
level of people in the organization
I work with very high ...”
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 – Maintaining MomentumNext Opportunity ; Next ProductRemaking of the company Recovering from the disasterCreating products that reflects the principles of the CreatorSeek people who are interested about the projectMaintaining Momentum in the face of Failures
You can have the most innovative idea in the world, but if you can’t get people excited about it, it doesn’t matter. Steve Jobs is considered one of the greatest corporate storytellers in the world because his presentations inform, educate and entertain.
“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?’ ...”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.
Team Sports – Evangelizing InnovationCollaboration, Control and Inspire Ignite the sense of doing something novel , something better and something specialDo more than you imagine and embrace group creativity and innovationThink Different
Dalai Lama
India
Four Seasons
Mercedes-Benz
Calligraphy
Apples
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 the customer service model for the Apple Stores. Look outside your industry for inspiration.
“… I want to see what people
are like under pressure. I want to
see if they just fold or if they have
firm conviction, belief, and pride
in what they did.”
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.
Becoming CoolApple as a Brand synonymous to Cool
Putting the Brand in peopleRiding the Retail innovation with
Apple Online StoresAchieving the definition of Cool
“The [innovation] system is
that there is no system. That’s
doesn’t mean we don’t have
process. Apple is a very disciplined
company, and we have great
processes. But that’s not what
it’s about. Process makes you
more efficient.”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.
“Innovation comes from
at 10:30 at
night with a new idea, or because
they realized something that shoots
holes in how we’ve been thinking
about a problem ...”
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.
Customer Experience
“You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new”
On Becoming Stevian
“Design is a funny word.
Some people think design means
how 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 organization the
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 disciplined
company, 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 you get.”
“… It’s ad hoc meetings of six
people called by someone who
thinks he has figured out the
coolest new thing ever and
who wants to know what other
people think of his idea.”
“You need a product-oriented
culture, even in a technology
company. Lots of companies have
tons of great engineers and smart
people. But ultimately, there needs
to be some gravitational force that
pulls it all together.”
“The older I get, the more I’m
convinced that motives make so
much difference. HP’s primary goal
was to make great products. And
our primary goal here is to make
the world’s best PCs—not to be
the biggest or the richest.”
“Innovation comes from
people meeting up in the hallways
or calling each other at 10:30 at
night with a new idea, or because
they realized something that shoots
holes in how we’ve been thinking
about a problem ...”
“Do you want to spend the rest of your life selling sugared water or do you want the chance to change the world?”
Steve Jobs when luring Pepsi’s John Sculley to join Apple.
“Your work is going to fill a large part of your life, 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, keep looking. Don’t settle.”
“Being the richest man in the cemetery doesn't matter to me… Going to bed at night saying we've done something wonderful… that's what matters to me.”
“That’s been one of my mantras - focus and simplicity . Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”
“Here’s to the crazy ones, the misfits, the rebels, thetroublemakers, 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 the ones who do.”
“If today were the last day of my life, would I want to do what I am about to do today?” And whenever the answer has been “No” for too many days in a row, I know I need to change something.”
Steve Jobs set out with a vision to change the world. What’s your vision for your product, brand, and your career?
More than 350 + stores directly under Apple
“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 the following. Of course, these statements were all directed at one time or another to Steve Jobs.
Innovation takes confidence, boldness , craziness and the discipline to tune out
negative voices.
“People sometimes have goals in life. Steve Jobs exceeded every goal he set himself.” -
"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."
“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.
1955-2011
iThank You
Dinesh ChandrasekarHitachi Consulting