Innovation distinguishes between a leader and a follower.

Steve Jobs

• Expertise: – once Microsoft’s biggest competitor;

solved compatibility issues of own OS-iMac superior to windows in certain areas,( innovation in software rather than hardware ), developed video editing program, developed iTunes in association in just 3 months-

– Jobs vision of focusing on the future of computer technology helps innovate.

• Creativity skills:– Talent to see the familiar in different light; – Used risky moves when innovating, like with

software technology. – Mixed OS, seized opportunity of organised

digital online music at right time with CD ROMS and iTunes.

– Analogy- from iTunes to the iPod; convenient.

• Steve jobs possesses this component in the highest degree.

• Task motivation– Jobs is charismatic leader- vision

inspired employees. – Apple has sufficient expertise and a

work culture that demands creativity combined with freedom of ideas.

– Jobs’ insistence on managers’ innovation was a personal challenge that worked as a motivator.

charismatic

• Vision; articulation– developing best customer experience;

defined areas requiring innovation.

• Personal risks– Partnered with the enemy ( Microsoft)

• Unconventional behavior; sensitivity– Proved to be worthy by bouncing back;

took up a challenge that already had legal issues.

• Influential 1) Appealing vision – user friendliness. 2) Vision statement- committed to

bringing best computing experience to students, professionals through innovative hardware & software offerings. ( one of Top vision statements )

3) Example to follow- demonstrate courage & conviction.

4) Self belief.

participative

• Contingency theory- Path Goal- leader behaviour

• Takes input of others into account; assumes final decision-making authority

• For software advancement- – Jobs used input of Next, partnered with

Microsoft, was open to outsourcing video editing to Adobe, teamed up with Soundstep.

• Pushed company employees for innovative thinking.

• Big Five personality model: – Extravert: High spirited:: High – Agreeable: Cooperation: Average– Conscientious: High standards:: High– Emotional Stability: Confident:: High– Openness to experience: Creative::

High

• Self- monitoring • Risk-taking• Pro-active personality

• MBTI model. – Extraverted vs. introvert: Extravert – Sensing vs. intuitive: Intuitive– Thinking vs. feeling: Thinking– Judging vs. perceiving: Perceiving

unfreezing

• Apple’s status quo initially- nothing new on offer, non innovative, lackluster.

• Unfreezing involved thinking out of the box, right direction.

• On Jobs’ return, proceeded to assume responsibility by taking risks (partnering with Microsoft)-gaining from them, thus building up on confidence.

movement

• Jobs’ firstly improved Apple’s own OS Mac through collaborations and upgradations.

• Acted democratically, pushed managers to think innovation.

• Kept the market for Apple buzzing by developing video editing.

• Wrapped “great ideas inside great ideas” – improved hardware alongside.

• Tested the online music market by introducing CD ROMs; also optimally utilising Apple's expertise.

• This first step in marketing digital music fostered innovation further.

• Apple then developed iTunes, superior to Windows’ and so, a boost to spirits.

• The running success led to the most innovative idea of all, the iPod.

refreezing• After creating the iPod, Apple further

cemented its position in the market. • It followed its ‘best customer

experience’ vision and supplemented the iPod with the iTunes store.

• It collaborated further, developed a Windows version of iTunes and broadened its market.

• Thus the vision and innovative culture keeps Apple going strong.

• Apple *is* a learning organisation. • Follows Double-loop learning.

• Shared vision– best customer experience.

• Discard old ways of thinking– innovative in nature, requires

freedom to modify policies as per the situation.

• All processes are interrelated– participative management.

• Open communication– Jobs encourages sharing of ideas.

• Company interest over self – Jobs prepared to take any risks for

interest of Apple’s advancement.

• Diversify product lines and within existing products. – Extend OS to mobile phones.

• Open door policy for lowest levels of Apple.– Extend 20 or so current creative

team to beyond the high levels.

• Apple does not do market research., as said by Jobs himself. – This would be continued, as it

greatly helps innovate.

• Learn from past experiences by improving compatibility.

• Integrate advanced technologies with user-friendliness.

It is piracy, not overt online music stores, which is our

main competitor.

Steve Jobs