Posted on 04/08/2019 10:37:23 AM PDT by Red Badger
I’ve had a long and exciting journey — full of failures and successes — since I first started working at Apple in 1983. I was part of the original Macintosh team and had two stints at the company (one from 1983 to 1987, and then from 1995 to 1997).
Ask people who worked at Apple when Steve Jobs was around, and they’ll very bluntly tell you it wasn’t easy. There were days where he was impressed by my work, and there were days when I was certain he would fire me. But it was always exciting because we were on a mission to prevent totalitarianism. (You can read more about my adventures in my new book, “Wise Guy: Lessons from a Life. ”)
I wouldn’t trade working for him for any job I’ve ever had — and I don’t know anyone in the Macintosh Division who would, either. My job as a software evangelist in the Macintosh Division defined my career.
Here are the top 11 life-changing lessons that I learned at Apple: 1. Only excellence matters
Jobs elevated women to positions of power long before it was cool or socially responsible to do so. He didn’t care about gender, sexual orientation, race, creed or color. He divided the world into two groups: “Insanely great people” and “crappy people.” It was that simple. 2. Customers can’t tell you what they need
In the early 1980s, Apple was selling Apple IIs. If you asked customers what they wanted, they would say a bigger, faster and cheaper Apple II. No one would have asked for a Mac. 3. Innovation happens on the next curve
Macintosh was the next curve in personal computing. It wasn’t merely an improvement to the Apple II or MS‑DOS curve. Innovation isn’t making a slightly better status quo. It’s about jumping to the next curve. 4. Design counts
It may not count for everyone, but design counts for many people. Jobs was obsessed with great design. He drove us nuts with his attention to detail, but that is what made Apple successful. 5. Less is more
One of the key tenets of Jobs’ obsession with design was the belief that less is more. He was the minimalist’s minimalist. You can even see this in his slides: They had dark blue or black backgrounds with 90 to 190 point text and no more than a handful of words. 6. Big challenges beget big accomplishments
The goal of the Macintosh Division was preventing totalitarianism and worldwide domination by IBM. Merely shipping yet another computer was never the goal. 7. Changing your mind is a sign of intelligence
When Jobs announced the iPhone, it was a closed programming system to ensure that it was safe and reliable. A year later, he opened it up to third-party apps, and iPhone sales skyrocketed. This was a 180 degree reversal and a sign of intelligence and courage.
8. Engineers are artists
Jobs treated engineers like artists. They weren’t cogs in a machine whose output was measured in lines of code. Macintosh was an artistic expression by engineers whose palette was software and hardware design. 9. Price and value are not the same thing
No one ever bought a Macintosh based on price. Its true value became evident only when you factored in the lower requirements for support and training. Jobs didn’t fight on price, but he won on value. 10. But value isn’t enough
Many products are valuable, but if your product isn’t also unique or differentiated in some way, you have to compete on price. You can succeed this way — as Dell did, for example. But if you truly want to “dent the universe,” your product needs to be both unique and valuable. 11. Some things need to be believed to be seen
Innovators ignore naysayers to get the job done. The “experts” told Jobs he was wrong many times — for example, Macintosh, iPod, iPhone and Apple retail stores. It’s not that Jobs was always right, but sometimes, you need to believe in something in order to see it.
I hope that everyone has at least one chance to work for someone as brilliant as Steve Jobs. It won’t be easy, but what doesn’t end your career makes it stronger.
Guy Kawasaki is the chief evangelist of Canva. Previously, Kawasaki was chief evangelist of Apple. He has written fifteen books, including ”The Art of the Start, ” ”Selling the Dream ” and his latest, ”Wise Guy: Lessons from a Life. ” Follow him on Twitter .
*This is an adapted excerpt from ”Wise Guy: Lessons from a Life, ” by Guy Kawasaki, and with permission of Portfolio, an imprint of Penguin Publishing Group, a division of Penguin Random House LLC.
Henry Ford was a total a$$hole..................
“What was so revolutionary about the Macintosh really? Apple didn’t invent the GUI. Xerox did many years before.”
A preposterous oversimplification. It’s what Apple did with the GUI that matters. Xerox dabbled with it on a main frame or maybe a mini but didn’t have any idea of what they actually had. Jobs had a talent for knowing what people would want before they did, no small thing. Apple has never recovered from the loss imho.
This guy always writes interesting stuff on creativity and the like but I’ve never been able to figure out what he actually did or does. “Chief Evangelist?” What’s he preaching and who to?
It’s a mistake to undervalue the top 20%, but it’s also a mistake to assume everyone else is garbage and treat them as such.
I look pretty crappy sometimes.
This is also how Musk gets things done. He’ll have one genius work on a very difficult problem rather than twenty average people.
Sort of like Gates did DOS, right Okie?
The goal of the Macintosh Division was preventing totalitarianism and worldwide domination by IBM.
...
Back then, Microsoft was getting that job done.
You’re exactly right of course, and at least modern business processes like QFD reflect that. The only point of some departure is when you have a new potentially disruptive technology that sometimes provides benefits that today’s customers can’t yet define. For example, when audio tape was in vogue, the most common request was for tapes that didn’t jam. They were too locked into “fast forward/rewind” mentality to realize that random access was a high value feature until they saw the demonstration of a CD, and instantly it became one of the highest-ranked customer needs.
But you’re right- you have to learn to ask the right question, sometimes pushing technology “out” as long as you bring the voice of the customer “back”.
Not for innovation of an entirely new paradigm. The public has no idea what it wants until someone invents what it WILL want and shows it to them. That’s what Steve Jobs excelled at doing. . . and why he is credited with completely re-inventing five industries through innovation.
“There’s an old Wayne Gretzky quote that I love. ‘I skate to where the puck is going to be, not where it has been.’ And we’ve always tried to do that at Apple. Since the very, very beginning. And we always will.” — Steve Jobs, January 2007
You need a “Bean Counter”
To make it happen Faster!
Just like Gates. Gates didn't invent MS-DOS. He merely repackaged it and sold it.
Difference being Gates isn’t worshiped.
Seems to be a requirement........................
Being a visionary got him started
Being an asshole kept the company moving forward
Have you worked for the DoD lately?
> I remember meeting him after he was fired from 4th Dimension, the database company, I kept thinking this “guys is trying to sell himself by bitching about others”. At this meeting he was complaining about how bad the founders of the company had been...
Hmmm, I’ve met Jobs, Kawasaki, and the Founder of 4D. They’re not evil, but just people trying to figure out the next thing to do. I liked the founder of 4D best. ;-)
Xerox had it on a mini. We sold them in our store
What Jobs did right was not rest on his laurels. I bet the phrase “But we’ve never done it that way” ever crossed his lips.
Except at church. You have to say it at church
BS to your baloney. Everything Kawasaki wrote is exactly correct. I have experienced all of what he mentioned myself.
I’ve never owned an Apple product and I did not like Steve jobs. But what Kawasaki writes matches my own experience in tech R&D.
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