Leadership—Steve Jobs: Get Rid of the Crappy Stuff

Forbes ^ | May. 16 2011 — 1:33 pm | by Carmine Gallo

[Swordmaker]

Apple recently passed Google as the most valuable brand in the world. It’s extraordinary to think that the world’s top brand has a product portfolio that could fit on a small table. Of course that’s part of the reason why Apple is so successful — its relentless focus on creating a small number of simple and elegant products. When I was conducting the research for my book, The Innovation Secrets of Steve Jobs, I came across one story that provides a glimpse into how Steve Jobs and the company he co-founded has achieved its stunning success. The story comes to us courtesy of Nike CEO, Mark Parker. He said shortly after becoming CEO, he talked to Steve Jobs on the phone.

“Do you have any advice?” Parker asked Jobs. “Well, just one thing,” said Jobs. “Nike makes some of the best products in the world. Products that you lust after. But you also make a lot of crap. Just get rid of the crappy stuff and focus on the good stuff.” Parker said Jobs paused and Parker filled the quiet with a chuckle. But Jobs didn’t laugh. He was serious. “He was absolutely right,” said Parker. “We had to edit.”

Parker used the word ‘edit’ not in a design sense but in the context of making business decisions. Editing also leads to great product designs and effective communications. According to Steve Jobs, “People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I’m actually as proud of the things we haven’t done as the things I have done. Innovation is saying ‘no’ to 1,000 things.”

[balch3]

done that, still no joy.

[stripes1776]

done that, still no joy.

Then I would wait for the MacBook Pro to arrive. You will find the AirPort Utility app in the /Applications/Utilities folder. It should be easy to set up from there.

[blueunicorn6]

You know, if I could just get the rest of the universe to stop while I fix this one thing and make it just like the expert said, I’d be a freaking bazillionaire.

[Tribune7]

Great article, thanks.

[PA Engineer]

That said, I still won’t buy an Iphone until answering a phone call is a single button

Huh? It is. Touch screen, but a single "virtual" button.

[harmonium]

You have to swipe and then hit the button.

[PA Engineer]

You have to swipe and then hit the button.

BULL! You swipe and are done on a virtual button. WHERE THE HECK DID YOU COME UP WITH THAT TWO STEP BS?

[Cementjungle]

Not going to attack Jobs, but frankly, I just don’t see the attraction to paying double for the next gimmick electronic.

Same here. The other stuff works just fine for me.

[thecodont]

Try this:
(Modem is connected by Ethernet cable to router.)
Unplug modem from power outlet.
Unplug Airport router from power outlet.
Plug modem into power outlet.
Wait for modem lights (Power / Ethernet / DHL / Internet) to turn on and remain steadily lit, in this sequence:
Power [on] / Ethernet / DHL / Internet
Power [on] / Ethernet / DHL [on] / Internet
Plug router into power outlet.
Power [on] / Ethernet [on] / DHL [on] / Internet

Now go back to your Macbook and continue with Airport setup.

[thecodont]

.... and it sure would be nice if I could surf the web without beachballing every other time a Flash ad loads.

Beachballing ... LOL. Only a Mac user would know what that means.

(I love my Mac.)

[jacquej]

I have loved all my Macs, clear back to the Apple IIe, way back in the early 80s.

They just get better and better.

[Star Traveler]

The “modem” that you’re referring to is a router ... and many times it’s set up to recognize only ONE “MAC Number” (that’s “Media Access Control” number). And if that’s the way it is (and it is with mine), it’s because the ISP charges for each “Media Access Number” ...

Thus, when you say that you can get the connection through using that “router” (i.e., Modem) to the ISP ... it probably means that your “MAC number” is registered now to your computer and it will block all other access. (again, that’s the way mine is).

SO ... you have to clear the memory from your ISP router (i.e. “modem” that you’re referring to) and then once the memory is cleared, it will “pick up” the new “MAC number” from your Apple Airport Express.

Now, once your ISP router picks up your new “MAC number” from your Apple Airport Express, you can no longer plug your computer directly into it, but have to go through the Airport Express.

If you ever do want to go back to connecting directly to the ISP router, with your computer, then you have to go through clearing the memory again, so it can pick up the new “MAC number” again.

This PROBLEM is not a problem with your Apple Airport Express. It’s a problem that is caused by your ISP and how they’ve limited you to just ONE “MAC number”.

You could call up your ISP and simply ask them to give you additional MAC numbers on your account, too, then you wouldn’t run into the problem anymore.

[balch3]

thanks, I finally got it working.