SEAP Book Review

SEAP Book Club Presentation

7th January 2012

Steve Jobs

February 24, 1955 – October 5, 2011

Product Czar

Passion For The Product...

Steve's obsession was a passion for the product...

...Steve was the world's greatest consumer

If you are not passionate enough from the start,

you will never stick it out!

Success Is In Details...

• The more he advanced, the simpler his products became...
• it's less about the product and more about the user
• Every user wants to feel successful

Anticipating the User Experience

Simplicity

We made the buttons on the screen

look so good you'll want to lick them

In the right circumstances,

driven by the right kind of courage,

pirates can achieve what "the Navy" just can't do!

Small Product-Focused Teams

Self contained team of less than 100 people

"It's hard to know the names of more than hundred people"

"If we need to hire somebody with a particular

expertise, somebody else will have to go"

The Art of Bonding - Retreats

Regular product retreats as part of actual work schedules

The Leader as Pirate-in-Chief

"Democracies don't make greate products-

you need a competent tyrant" -Jean-Louis Gasse

"If you don't come to work on Saturday,

don't bother coming on Sunday"

Talent finds talent...

"Great engineers are a huge multiplier"

Hiring "A" Players

Courting Talent...

When Steve identifies someone he thinks might turn

into a key player, he doesn't leave recruiting in the hands

of somebody from HR. He picks up the phone himself!

Creating milestones,

Celebrating every small achievement,

Recognizing individuals efforts

Handing out macs, iPhone

First class travel for ALL

Apple Sabbatical

Encouraging the "Artist" in everyone

Talent Rules

Product Driven Organization

CEO Search...

page 89

John Sculley

John knew absolutely nothing about computers

Apple was miniscule compared to PepsiCo

All John's friends/contacts were on East coast

He was in line to become PepsiCo board chairman!

"Do you want to spend the rest of your life selling sugar

water, or do you want a chance to change the world?"

Maintaining Momentum

Recovering from Disaster

Sold all but one stock of Apple!

Decides to become a world traveler

"We want our Jobs Back" T-shirt!

"Judge a man on how he reacts to failure, not success" --Martin Luther King

Holistic Product Development

Concept Car to Real Car!

Designers

Engineers

Manufacturing

"They had grabbed defeat

from the jaws of victory"

Passion Isn't Optional

1996...

Apple OS --> Microsoft, Sun, BeOS, NeXT

(Running five movies side by side)

Quality over Quantity

Building the Holistic Company

How things are built at Apple

• Deep Collaboration
• Cross pollination
• Concurrent Engineering

Meetings ARE important!

In Steve's world, Innovation is a group activity!

Pursuading...

Music profits were plummeting

Piracy was rampant...Napster, KaZaA...

MusicNet, PressPlay...no downloading on MP3

Steve insisted that the problem was

behavioral not technological...and he

succeeded!

Becoming cool

Signing up Regis McKenna

of the intel fame and followed by

Chiat/Day!

Riding the Retail Juggernaut

Hiring of TOP retail talent!

Ron Johnson of Target

Drexler, CEO of Gap!

Achieving the Definition of Cool

Overcoming Bad Decisions

From ROKR to iPhone

Content is King

425k Apps, 15b downloads

Stevian Way

Stevian Way

Experts are clueless!

Hear what they say but don't always listen to them!

Customers cannot tell you what they need!

Create products that you want to use!

Jump to the next curve...

Apple introduced laser printing

Biggest challenges beget best work.

Apple employees before me and after me, did their best work because we had to do our best work to meet the big challenges.

Design counts!

Steve was such a perfectionist

Top presentation skills and some form

of showman ship is essential to

become a charismatic leader!

Changing your mind is a sign of intelligence

From safari apps to 425k apps

Value is different from Price

No one buys Apple products for their low price!

A Players hire A+ Players!

Real CEOs Demo

Real CEOs Ship!

Marketing boils down to unique value

RIP Steve Jobs...

iLeadership

Product Czar

Page 21

The Steve Jobs Way

iLeadership for a New Generation

Written by Jay Elliot

Pirates! Not the Navy

Talent Rules

Tapping Talent

Team Sports

Rewards for the Pirates

Story on page 76

Team Sports

page 128

page 91

page 158

Suhas A. Kelkar

Chief Technology Officer (APAC)

BMC Software

Uniqueness

High

You own a market

That does not exist!

Hugh Margins

Make History!

Low

High

Value

BOZO

Valuable but not unique

Compete on PRICE!

Low