1. TOPIC: STEVE JOB’S AUTOBIGRAPHY
NAME: MOHAMED ABDI MOHAMED
ID: 09111500008
INTAKE: JANUARY
SUBJECT: ENTREPRENUERSHIP
LECTURER: MR JULIAN

2. Steve jobs 1955 – 2011
Born in San Francisco California on February 24th 1955. Jobs experimented with different
pursuits before starting Apple. In 1974, Jobs took a position as a video game designer with
Atari. Several months later he left the company to find spiritual enlightenment in India,
traveling further and experimenting with psychedelic drugs. In 1976, when Jobs was just 21,
he and Wozniak started Apple Computer. The two started in the Jobs family garage, funding
their entrepreneurial venture by Jobs selling his Volkswagen bus and Wozniak selling his
beloved scientific calculator.
Jobs and Wozniak are credited with revolutionizing the computer industry by democratizing
the technology and making machines smaller, cheaper, intuitive and accessible to everyday
consumers. Wozniak conceived of a series of user-friendly personal computers, and—with
Jobs in charge of marketing—Apple initially marketed the computers for $666.66 each. The
Apple I earned the corporation around $774,000. Three years after the release of Apple's
second model, the Apple II, the company's sales increased by 700 percent to $139 million. In
1980, Apple Computer became a publicly traded company, with a market value of $1.2
billion by the end of its very first day of trading. Jobs looked to marketing expert John
Sculley of Pepsi-Cola to take over the role of CEO for Apple.
“Steve Jobs Biography Inventor (1955–2011) “
However, the next several products from Apple suffered significant design flaws, resulting in
recalls and consumer disappointment. IBM suddenly surpassed Apple in sales, and Apple had
to compete with an IBM/PC-dominated business world. In 1984, Apple released the
Macintosh, marketing the computer as a piece of a counterculture lifestyle: romantic,
youthful, creative. But despite positive sales and performance superior to IBM's PCs, the
Macintosh was still not IBM-compatible. Sculley believed Jobs was hurting Apple, and the
company's executives began to phase him out.
Not actually having had an official title with the company he co-founded, Jobs was pushed
into a more marginalized position and thus left Apple in 1985 to begin a new hardware and
software enterprise called NeXT, Inc. The following year Jobs purchased an animation
company from George Lucas, which later became Pixar Animation Studios. Believing in
Pixar's potential, Jobs initially invested $50 million of his own money in the company. The
studio went on to produce wildly popular movies such as Toy Story, Finding Nemo and The
Incredible; Pixar's films have collectively netted $4 billion. The studio merged with Walt
Disney in 2006, making Steve Jobs Disney's largest shareholder.
Jobs innovations
Apple introduced such revolutionary products as the MacBook Air, iPod and iPhone, all of
which have dictated the evolution of modern technology. Almost immediately after Apple
releases a new product, competitors scramble to produce comparable technologies. Apple's

3. quarterly reports improved significantly in 2007: Stocks were worth $199.99 a share—a
record-breaking number at that time—and the company boasted a staggering $1.58 billion
profit, an $18 billion surplus in the bank and zero debt. In 2008, iTunes became the second-
biggest music retailer in America—second only to Walmart, fuelled by iTunes and iPod
sales. Apple has also been ranked No. 1 on Fortune magazine's list of "America's Most
Admired Companies," as well as No. 1 among Fortune 500 companies for returns to
shareholders.
Obstacles,challenges, andopportunities
A great secret of success for legendary leader, Steve Jobs, was how to turn obstacles into
opportunities.
Because every business and leadership role encounters obstacles, it would be encouraging to
start series with some stories of Jobs’ obstacles – and how he learned from them, grew out of
them and ultimately transformed them into opportunities of a lifetime.
Steve Job gave a speech to Stanford University graduates revealing that he was a University
drop-out having never graduated.
His start in life was tough to say the least, unwanted by his biological parents he was given
up for adoption. Steve was aware that it took all of his adoptive parent’s savings to get him
into college. He quit because of the expense, trusting there was a different path for him.
Instead he attended drop-in classes in topics he liked while sleeping on a friends dorm floor.
Low on finances he described his one free good meal a week as coming from the local Hare
Krishna centre. Together with Steve Wozniak, Jobs started a company in a garage on April
1st, 1976. The release of “Apple I” later that year, was the start of the meteoric rise of Apple
Inc. The humble beginnings of Apple grew to become a $2 billion dollar company with
thousands of employees.
One year after the Mac’s introduction Steve Jobs was ousted from Apple. Disagreements
between the co-founders resulted in the board of Directors siding with Steve Wozniak and
firing Steve Jobs from his own company! Steve Jobs, (in his speech at Stanford University
2005) said “I didn’t see it then, but it turned out that getting fired from Apple was the best
thing that could have ever happened to me.”
Jobs turned adversity into opportunity and focused on his two new ventures, Next and Pixar.
He eventually returned to Apple to make it even bigger than before. He was a survivor of
pancreatic cancer until it returned to claim his life in 2011. Jobs clearly accomplished so
much with so little despite stresses that presented in his life. The important message here is
that Steve Jobs never let his circumstances get in the way of his dreams. Jobs chose to be
proactive and solution- focused towards opportunities versus being reactive to any negative
events that occurred.
“Steve Jobs' Stanford Commencement Address “
2005

4. Apple’s most successfulproduct
IPhone
Steve Jobs unveiled iPhone to the world on January 09, 2007 by defining it as a wide screen
iPod Touch featuring functionalities of phone and an Internet communicator named iPhone.
IPhone become so successful because its hardware and software were designed to work with
each other. And enhances each other's Interface. It also has the world’s most popular camera.
A camera that makes it easy to take insanely great photos. All you have to do is use it to see
that taking photos and videos on iPhone is really awesome. And all apps found in the store
are super safe apps like top-notch APIs, encryption, and app transport security, and the rock-
solid security features build inside the iPhone like trusted boot, sandboxing, and kernel
address space layout randomization, but there’s only so much room. So let’s just say that
iPhone and malware goes in different way.
Another remarkable thing an iPhone have is access to its powerful technology. IPhone comes
with incredible assistive tools and features built right in. Like Voiceover, which lets you tap
to hear what’s on your screen, even if you can’t see it. And Switch Control, a way to navigate
your phone using switches instead of tapping, dragging, or swiping. And there’s also mono
audio, which helps you hear it all by playing stereo recordings in mono in both ears of your
headphones. And even Invert Colours, which increases the contrast on your screen, making it
easier to read. And that’s not even everything. And technology like this is essential.
Traits and characteristics
There were many personality traits that helped Steve Jobs become the most successful
entrepreneur of our time. We can all learn a lot from him. In addition, whether or not you've
already reached success, Steve Jobs provides a fantastic blueprint to follow. I personally
know many very successful entrepreneurs who still follow several of his principles and traits
to this day.
 Passion
He was also extremely passionate and fearless when it came to growing Apple. Many
actions in his career were controversial and at certain points risked the future of the
company. He had an extraordinary ability to push his company and employees to the
limits without going over the edge. In addition, if you were a potential customer or an
existing one, he made you understand why you had to have Apple's products or
services. He was the ultimate salesperson.
 Innovation
His ability to develop and design technology products (now everyday products) that
people love was like no other entrepreneur's before, during or after his time. He's truly
a legend in the concept of innovative and interactive design. He focused on design

5. and was insistent that it be absolutely perfect. It was his belief that design is a critical
component to developing next-generation products that people love. I think there is a
lot to be learned here. He made one aspect of building his business (that is, design)
very important as opposed to other areas. This evolved into Apple's competitive
advantage and the company's brand.
 Leadership
The way he stood by his vision inspired his employees and granted great respect from
his business partners and competitors. When he formed Apple in 1997 and the
company was in financial crisis, he knew exactly how to get rid of almost all but a
few of key products and projects that matched his vision. That led the resources and
funds for Apple to survive and turned its finances around. Steve Jobs did not invite
users into his design studios. He never depended on market research and never crowd-
sourced the ideation process. Rather, he invited top designers (incl. Pixar’s John
Lasseter and Apple’s Jony Ive) who admired his moderate aesthetics and followed his
design’s simplicity. He and his team were dependent on themselves and their intimate
feeling to develop products that users did not even think they needed such as the
revolutionary iPod or iPhone.

6. Awards
Apple awarded ‘Brand of the Year’ for iPhone, iPad and MacBook. Apple continues to hold
the top spot among computer manufacturers, earning the 2013 Harris Poll EquiTrend Brand
of the Year. Strong scores for all elements of Brand Equity (Familiarity, Quality and
Purchase Consideration) keep the brand at the top.
Computer brands ranked above category average:
1. Apple Computers – 2013ComputerBrand of the Year
2. Hewlett-Packard (HP) Computers
3. Dell Computers
4. Sony Computer
Tablet brands ranked above category average:
1. Apple iPad Series –2013 Tablet Brand of the Year
2. Kindle Fire Series
3. Google Nexus Series
4. Samsung Galaxy Series
5. HP Slate Series
Mobile Phone brands ranked above category average:
1. Apple iPhone – 2013 Mobile Phone Brand of the Year
2. HTC Phone
3. Samsung Phone
4. LG Phone

7. Famous quotes
“Innovation distinguishesbetween a leader and a follower.”
“Design is not just whatit looks like and feels like. Design is how it works.”
“Whata computer is to me is the most remarkable tool that we have ever come
up with. It’s the equivalentof a bicycle for our minds.”
“Sometimes life is going to hit you in the head with a brick. Don't lose faith”
“You can't just ask customers whatthey wantand then try to give that to them.
By the time you get it built, they'll wantsomething new.”
“It's really hard to design products by focus groups. A lot of times, people don't
know whatthey wantuntil you show it to them.”
Death
On October 5, 2011, Apple Inc. announced that its co-founder had passed away. After
battling pancreatic cancer for nearly a decade, Steve Jobs died in Palo Alto. He was 56 years
old.