Book Review of " The Steve Jobs way" . Presented by Dinesh Chandrasekar , Practice Director CRM & MDM CoE, Hitachi Consulting

2. Jay Elliot
One of the close associate of Steve jobs
Worked as Sr.VP of Apple
iLeadership
4 Major Principles : Product, Talent,
Organization & Marketing
First Meeting
‘Hippie looking ‘ , twenties in Jeans and
sneakers
Fire eater, busting with energy and lighting up
at the idea
The Book
Is full of experiences, mind boggling situations,
big fights ,power struggles and iLeadership
To start with lets watch this Video

3. 1977
1976
Present apple
logo
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.

4. Innovation distinguishes between a
Leader and 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.

5. 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.

6. 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.

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.”
7

8. Talent Rulestechnology becomes
“As
Team Culture is important
more complex, Apple’s core
Product Focused Team
strengththe team building into a Art form
Master of knowing how to make
very sophisticated technology and
Learning to acknowledge a bad decision
move ahead
comprehensible to mere mortals the
Seek people who are interested about is
project
Talenteven Talent
in finds 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.

9. 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.”

10. “… That’s what I consider one
Team Sports
of thetimes and Worst actually can
Best of few things I of times
Leadership Search
contribute individually to—to really
Noticing signs of conflict
Public face of your product
try to instill in the organization the
Seek people who are interested about the
project of having ‘A’ players. In
goal
New ideas can soothe friction or Ignite them
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.

11. “I always considered part
Team Sports – Maintaining Momentum
ofNext Opportunity ; Next Product
my job was to keep the quality
Remaking of the company
level of people in the organization
Recovering from the disaster
Creating products that reflects the principles
I work with very high ...”
of the Creator
Seek people who are interested about the
project
Maintaining 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.

12. 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.

13. “Many times in an [job] interview
Team Sports – Evangelizing Innovation
Collaboration, Control and Inspire
I will purposely upset someone: I’ll
Ignite the sense of doing something novel ,
criticize their prior work. I’ll do
something better and something special
my homework,and innovation embrace
Do more than you imagine and
group creativity find out what they
worked on, and say, ‘God, that
Think Different
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.

14. Calligraphy Dalai Lama
Four Seasons
Mercedes-Benz
India
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.

15. Becoming want to see what people
“… I Cool
are like under pressure. I to Cool to
Apple as a Brand synonymous want
Putting the Brand in people
see if theyRetail innovation with have
Riding the just fold or if they
firmApple Online Stores and pride
conviction, belief,
Achieving the definition of Cool
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.

16. “The [innovation] system is
Steve Jobs reduced complexity in the Smartphone category by eliminating the keyboard.
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!

17. Steve Jobs thinks visually about presenting ideas, products, and information.

18. “Innovation comes from
at 10:30 at
night with a new idea, or because
Customer Experience
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.

19. On Becoming Stevian
“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”

20. “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.”

21. “As technology becomes
more complex, Apple’s core
strength of knowing how to make
very sophisticated technology
Look “Simple” is
in even greater demand.”

22. “I always considered part
of my job was to keep the quality
level of people in the organization
I work with very high ...”

23. “… 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.”

24. “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?’ ...”

25. “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.”

26. “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.”

27. “… 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.”

28. “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.”

29. “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.”

30. “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 ...”

32. “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.

33. “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.”

34. “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.”

35. “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.”

36. “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
the ones who do.”

37. “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.”

40. More than 350 + stores directly under Apple
Steve Jobs set out with a vision to change the world. What’s your
vision for your product, brand, and your career?

41. “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.

42. Innovation takes confidence, boldness , craziness and the discipline to tune out
negative voices.

43. “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."

44. “Dream bigger.”
1955-2011
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.

46. iThank You
Dinesh Chandrasekar
Hitachi Consulting