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Steve Jobs By: Walter Isaacson

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Jordan Verastique

on 14 July 2013

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Transcript of Steve Jobs By: Walter Isaacson

"You could see him brighten every time the talk turned to Apple. It was like a light turned on. He loved the company deeply, and he seemed to live for the prospect of returning. Details would energize him. When Tim Cook described a new model of the iPhone, Jobs spent the next hour discussing not only what to call it but also the size and font."
"We don't get a chance to do that many things, and every one should be really excellent. Because this our life. Life is brief, and then you die, you know? And we've all chosen to do this with our lives. So it better be damn good. It better be worth it" -Jobs
Dedication
"It was like a veil being lifted from my eyes; I could see what the future of computing was destined to be" -Jobs
"By having software replace hardware, the interface became fluid and flexible" -Jobs
"Yes you can do it, get your mind around it, you can do it" -Jobs
Creative Visionary
"The original mac team taught me that A plus players like to work together and they do not like it if you tolerate B work. Ask any member of that mac team and they will tell you that it was worth the pain" -Jobs
"Guys, you have killed yourselves over this design (the iPhone) for the last nine months, but we are going to change it. We're all going to have to work nights and weekends and if you want we can hand out some guns so you can kill us now" -Jobs
Everybody was on board. "This is one of my proudest moments" -Jobs
Demanding
"Good artists copy, great artists steal"
“Jobs is a strong-willed, elitist artist who doesn’t want his creations mutated inauspiciously by unworthy programmers. It would be as if someone off the street added some brush strokes to a Picasso painting or changed the lyrics to a Dylan song"
-Dan Farber
"It's wrong to steal. It hurts other people and it hurts your own character" -Jobs

By: Walter Isaacson

Created by: Jordan Verastique, Emily Corbin, Chayse Wendlend, David Hill, Josh Lee,
Vance Kessler, Xi Chen
Thief
Inconsiderate
Aggressive
Steve Jobs
Summary
Jobs died October, 5 2011 at age 56
“Polite and velvety leaders, who take care to avoid bruising others, are generally not as effective at forcing change.”
The Legacy
In 2008 Jobs launched MobileMe
Its features were extremely flawed and Jobs was furious
He told his the team, “You’ve tarnished Apple’s reputation.”
Accountability
In June 2011 Jobs unveiled the iCloud feature
The Cloud
In January 2010, Google released their Android operating system
“They entered the phone business. Make no mistake. They want to kill the iPhone. We wont let them.”
Tenacity
New Battles
The iPad
His cancer began to spread in 2008
Stock prices plummeted because of expectations of his death
“When he feels really bad, he just concentrates on the pain, goes into the pain, and that seems to dissipate it.”
Courage
Cancer
Jobs took his third medical leave in 2011
By Christmas he was down to a mere 115 lbs and doctors detected several more cancerous tumors
The Twilight Struggle
Leadership Takeaways
Steves college fund came from his fathers mechanical abilities to restore and fix up cars for a profit
Eichler homes instilled in him a passion for making nicely designed products for the mass market
Drugs
Quotes
The Adoption cont.
“you should never start a company with the goal of getting rich.”
Jobs would understand the needs and desires of customers better than any other business leader, he would focus on a handful of core products and he would care, sometimes obsessively, about marketing and image and even the details of the packaging.
“Simplicity is the ultimate sophistication”
Apple 2
“the people who invented the twenty-first century were pot-smoking, sandal wearing hippies from the West Coast like Steve, because they saw differently”- Bono
The Apple 1
Had the MOS Technologies chip that made this machine affordable, but it would carry a long-term cost. Intels chip’s ended up becoming the industry standard, which would haunt Apple when its computers were incompatible with it.
When Wozniak built it, Sunday June 29, 1975, It was the first time anyone has typed a character on a keyboard and it show up on the computer in front of them
The word apple was chosen because of one of his fruitarian diets and the word instantly signaled friendliness and simplicity

Apple I
Atari
India
Bushnell quote

Atari and India
Robert Friedland
Jobs dropped out of college
The Dropout cont.
Chrisann Brennan
Diets
He learned to stare at people without blinking and he perfected long silences punctuated by staccato burst of fast talking

Went to Reed College
Religion

The Dropout
Steven Wozniak
The Blue box
Odd Couple
Adoption parents are Paul and Clara Jobs
Steves real parents are Joanne Schieble and Abdulfattah “John” Jandali
Steve has the mentality that he was “Abandoned. Chosen. Special”

The Adoption
Birth of a Genius
February 24, 1955
The team
April 1, 1976, Jobs and Wozniak drew up the partnership agreement.
How much would people be willing to pay for such a wonderful machine?
Apple 1 cont.
"He is a dreadful manager. It is impossible to work for him. He regularly misses appointments, acts without thinking, uses bad judgement, doesn't give credit where it's due. Very often when told of a new idea he will immediately attack it and say that it is worthless or even stupid, as well as a waste of time" - Jef Raskin
-Interrupts people mid PowerPoint and immediately asks questions taking over the conversation aggressively.
Once back at Apple, Jobs quietly began consolidating his power base by installing his favorite people from NeXT into senior Apple positions.
Meanwhile, Larry Ellison of Oracle was constantly in the press claiming he was ready to finance a hostile take over of Apple and install Jobs as CEO whenever he wanted.
Jobs refused the CEO position and started running Apple as the advisor, demanding the repricing of stock options for top employees, and that the entire board resign.
Jobs also managed to strike a partnership with Microsoft, which ended a decade of litigation and sent Apple’s stock price soaring.
The Restoration
NeXT never made a dent in the computing industry because of its high cost and small library of software.
Meanwhile, Sculley was running Apple into the ground as he presided over diminishing profits and market share.
Amelio needed some fresh ideas for Apple and eventually chose to acquire NeXT over its rival Be.
Amelio and Jobs settled on simply calling for Jobs an “advisor.” Jobs would have to choose how he would distribute his time between his family, Pixar and Apple.
The Second Coming
Disney unsuccessfully tried to lure John Lassiter back from Pixar, so instead they settled on a partnership with Jobs - Pixar would get 12.5% of the revenue from Toy Story.
Due to the success of toy story, Jobs worried about not having control of the movie and decided Pixar needed an IPO to fund their own projects.
With Pixar now well funded, Jobs went on to strike a deal with Disney’s Michael Eisner in which Pixar and Disney would have equal branding and equal sharing of profits.
Toy Story
Jobs met his future wife Laurene Powell when he was giving a talk at Stanford Business School, where Laurene was a student.
They got married in a small ceremony in 1991, and moved into a modest house in Palo Alto.
Jobs’ daughter Lisa moved in with them when she was in eighth grade.
Jobs also had three more children with Laurene, including a son, Reed, and two daughter, Erin Siena and Eve.
Family Man
In 1982, Jobs began dating singer Joan Baez, but eventually broke up partly because Baez didn’t want any more kids.
Jobs waited until after his adoptive mother died in 1986 to seek out his biological mother. He eventually reconnected with both Joanne Simpson and his sister Mona, although he never sought out his father.
Jobs was an imperfect father to Lisa
Jobs also later dated writer Jennifer Egan, and later Tina Redse.
A Regular Guy
Jobs acquired a 70% stock in Lucasfilm’s animation division for $10 million and renamed it Pixar
Pixar made three products – hardware, software, and animated shorts, and all three divisions lost money
Tin Toy - won the 1988 Academy Award for Best Animated Short Film - this film that finally convinced Jobs to focus Pixar on making great animation.
Pixar
Pixar
A Regular Guy
Family Man
Toy Story
The Second Coming
The Restoration
“The best thing that ever happened to Steve is when we fired him, told him to get lost”- Arthur Reck

Next Venture: Educational computing power
NeXT
Decided to start making power for educational institutions
Started with his own money
Hired apple Engineers-Microsoft said No to helping
It was at Next that Jobs made many of the mistakes he would learn from later
NeXT
Tech Icon
Jobs difficult personality
Jobs leaves Apple
Early Life of Jobs and Gates
Beginning of Windows
Gates and Jobs
IBM taking over market shares
Launch of Macintosh
Famous Macintosh Commercial
Macintosh
Hiring of John Sculley

“I saw in him a mirror image of my younger self. I, too, was impatient, stubborn, arrogant, impetuous. My mind exploded with ideas, often to the exclusion of everything else. I, too, was intolerant of those who couldn’t live up to my demands,” said Sculley.

Marketing Campaign
Enter Sculley
Building the mac
Enter the sculley
Gates and Jobs
Icarus
NeXT
Chapters 14-19
Rebellious upstart
Competition with the Lisa Company
Jobs insisted on having full control of every aspect of the Macintosh project

“Jobs is a strong-willed, elitist artist who doesn’t want his creations mutated inauspiciously by unworthy programmers. It would be as if someone off the street added some brush strokes to a Picasso painting or changed the lyrics to a Dylan song,” wrote Dan Farber
Building the Mac

Jonathan Rubenstein
Tony Fadell
iPod Presentation
The iPod
Immediate Changes
-Eliminated excess product lines
-Outsourced manufacturing
-Reduced Inventory Turnover by 50%
Tim Cook
-Operations Manager of Apple
-reduced inventory turnover to 2Days!
-Reduced production process from 4 months to
only 2!
Steve Jobs Returns to Apple
Intimidating, Unorthodox, Collaborative
Avoids Second Rate Talent
Lesson from Pixar
Team of “A” Players
Steve Jobs, Hiring Process
Product review meetings with NO POWERPOINTS
Quote by Steve Jobs

Integrated his company to have all the divisions working together

“Our method was to develop integrated products, and that meant
out process had to be integrated and collaborative.” Steve Jobs

$1 a day with no Stock Options!

“I don’t want the people I work with at Apple to think I am coming back to get rich." Steve Jobs
Good Leadership Moments
Lawsuit with Airborne Express
Manager Quit
10 Million Stock Options
Fear of being fired
Poor Leadership Moment
iMac’s CD Disk Drive
iMac Launch
Steve Jobs would take credit for others ideas.
-Ron Johnson’s “Genius Bar” Idea
Steve Jobs, The Perfectionist
Yo-Yo-Ma
Missed the wedding
Promised to play at his funeral
Yo-Yo-Ma Makes a Promise
Boxed Set of Bob Dylans 700 songs for $199 on iTunes Store
iPod Advertisement with Bob Dylan
Bono of U2 in a commercial for free
Product Red Campaign
Marketing Potential
1 Million songs sold in the first 6 days
“Man, Somebody finally got it right.” Dr. Dre
“In classic Steve fashion, he would agree to something, but it would never happen.” Andy Lack Head of Sony
Creation of iTunes
-Bill Kincaid with SoundJam
Creation of iTunes Store
-Piracy
-Contracts showed that artist's had complete control of the digital distribution of their songs
-Andy Lack of Sony Music
Steve Jobs, The Music Man
Apple II
The LISA
Xerox PARC
Reassigning Jobs
Losing Lisa
Growing Up and Growing a Company
Jobs’s design influences and philosophies
The Macintosh—like a Porsche
Design
Steve Jobs’s reality distortion field
The Mac team is assembled
Playing by His Own Set of Rules
The Macintosh Project
Disagreement with Jef Raskin and Texaco Towers
The Mac is Born
Apple goes public
$5,309 in 1977
$1.79 billion in 1980
Reacting to wealth
Going Public
Lisa
Growing up
Child Support and Wilkes Bashford
Jobs unveiled the release of the iPad on January 27, 2010
“I haven’t been this let down since Snooki hooked up with The Situation.”
The hashtag “#iTampon” was trending on Twitter that day
Perseverance
 
 The creators of "A Bug's Life" used the ant to represent Jobs
and his cleverness.
"Toy Story 2" reminded Jobs of his own weaknesses and disadvantages.
“Monster Inc" and "Finding Nemo" reflected the relationship between Steven Jobs and his daughter.
What's new things Jobs bring for Pixar
positioning right target market & focus on product's quality
strict management & elite employees
combine individual success with entire company's benefits & multichannel development
Pixar’s Friends
Twenty-first-Century Macs
Round One
The iFin
Reset button
Thin is better
The Launch
Time Inc. Lev Grossman
The Release of “the Jesus phone”
End of 2010, 90 million
Steve understands desire
The iFin cont.
P2, “Let’s make it work”
Software replaces hardware
Innovations
Gorilla Glass, Corning Glass, Meeks, “We couldn’t of done it without you”
The iFin cont.
“F this, Let’s show him what a tablet can really be”
Two rules
Ives presentation, “This is the Future”
P1 and P2
FingerWorks
The Ifin Cont.
Stanford 2005
Be fearless
Jobs and Gates
Wall Street Journal 2007
Round One Cont.
October 2003
Jobs being Jobs
Vegan diets and Acupuncture
Surgery
Mortality
Round One

Jeffrey Katzenberg
A Bug’s Life vs. Antz
Disney and Michael Eisner
Bog Iger and the Animation division deal
Pixar’s Friends
iPod makes calls?
“Everyone carries a phone, so that could render the iPod unnecessary
Time to partner, ROKR
“Let’s do it ourselves”
Multi-Touch
The Ifin
Power Mac G4 Cube
Cost considerations
Motorola to Intel
Twenty-First-Century Macs
“the people who invented the twenty-first century were pot-smoking, sandal wearing hippies from the West Coast like Steve, because they saw differently”- Bono
The Apple I
The word apple was chosen because of one of his fruitarian diets and the word instantly signaled friendliness and simplicity
Rebellious upstart
Competition with the Lisa Company
Jobs insisted on having full control of every aspect of the Macintosh project

“Jobs is a strong-willed, elitist artist who doesn’t want his creations mutated inauspiciously by unworthy programmers. It would be as if someone off the street added some brush strokes to a Picasso painting or changed the lyrics to a Dylan song,” wrote Dan Farber
IBM taking over market shares
Launch of Macintosh
Famous Macintosh Commercial
Early Life of Gates and Jobs
Beginning of Windows
Icares
By the time it had launched in January 1984 Jobs had become a tech Icon
While the Macintosh created a lot of buzz, sales eventually slowed as people realized some of the machines limitations
By now Jobs difficult personality had alienated much of Apple.
John Sculley was being asked to reign.
Apple lost best engineers like Steve Wozniak
Power struggle- Jobs Vs. Sculley-
Board sided with Sculley
Jobs toyed with the idea of staying at apple labs
Left Apple
"When I would tell people there ideas were worthless I was trying to challenge them into telling me why their idea was better than everybody else" -Jobs

When Steve had an idea, he would aggressively see it through even if it jeopardized the relationships he had with his own employees.

The creator of " A Bug's Life" used a small ant represent Jobs is not that clever.
" The Toy Story 2" represents jobs' weakness of mismanagement and lack of leadership.
Jobs acquired 70% stock in Lucasfilm’s animation division for $10 million and renamed it Pixar.
Pixar made three products – hardware, software, and animated shorts, and all three divisions lost money.
Tin Toy - which won the 1988 Academy Award for Best Animated Short Film that finally convinced Jobs to focus Pixar on making great animation.
Full transcript