The world would be different without him: Steve Jobs' rules of life - ForumDaily
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Without him, the world would be different: Steve Jobs' rules of life

“Have the courage to follow your heart and intuition. They somehow already know what you really want to become.” Ten years ago, on October 5, 2011, the legendary entrepreneur and creator of Apple, Steve Jobs, died. He revolutionized the idea of ​​what place electronic devices can occupy in a person’s life, writes Inc Russia.

Photo: Shutterstock

Steve Jobs is an American entrepreneur, inventor and industrial designer who is widely recognized as a pioneer of the information technology era. Co-founder, Chairman of the Board of Directors and CEO of Apple Corporation. One of the founders and CEO of the Pixar film studio.

About the product

It's really hard to create products based on focus groups. More often than not, people don't know what they want until you show it to them.

We're trying to create great products for people, and we have the courage to say, "We don't think this part makes the product great, we're going to throw it away." This is what many clients pay us for.

People think they give this box to designers and say, "Make it look good!" This is not how we imagine design. It's not about how something will look or feel. It's about how something will work.

Even a technology company needs a culture with a strong product orientation. Many companies have a ton of outstanding engineers and smart people. But ultimately there must be some kind of gravitational force that ties everything together. Otherwise, you will receive only scattered developments.

The best companies pay attention to aesthetics. They take the time to find the right shapes and proportions, and it seems to be paying off. I mean, in addition to the functional benefits, aesthetics gives insight into how they see themselves, their sense of discipline in technology, how they run the company.

The broader our understanding of human experience, the better design we get. Creativity is just a combination of things. When you ask creative people how they did something, they feel a little embarrassed because they didn't really do it, they just saw something. After a while, this becomes apparent. All because they were able to combine their experience and synthesize something new.

About business

My business model is The Beatles. These guys kept each other's negative sides in check. They balanced themselves and together they were more than just the sum of the parts. This is how I see business: great things are never done alone, they are done by a team.

You can't just ask customers what they need and then try to suggest it to them. By the time you have everything ready, they will want something new.

We bet on our vision and do not release products "for the company" with others. Let others do it. As for us, we are always moving towards the next dream.

I’m convinced that of everything that separates successful entrepreneurs from losers, half is sheer perseverance.

We are enthusiasts of what we do. With internet startups, it is difficult to know if they really want to build a company or are just hungry for money. I can say that if they don't really want to start a company, they won't succeed. It's so hard that if you don't have real passion, you give up.

Picasso had a saying: "Good artists copy, great artists steal." We've always shamelessly stolen great ideas ...

I think the Macintosh turned out great, in part because the people who worked on it were musicians, poets, painters, zoologists, and historians - and they turned out to be the best computer scientists in the world.

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When you have been absorbed in something for a long time, you must give up other lives that you could live. To complete anything meaningful, you have to be truly single-minded - and, in a way, limited. Especially if you want to be not just a businessman, but also a creative person.

The problem with the internet start-up craze isn't that too many people start companies. The problem is that too many people don't go all the way. This is understandable because there are many moments of complete despair, agony - when you have to fire people, cancel projects and deal with very difficult situations. And it is at such moments that you understand who you are and what your values ​​are.

There is an old quote from Wayne Gretzky (one of the greatest hockey players of the XNUMXth century) that I love: "I slide where the puck is, not where it was." And we've always tried to do that at Apple. From the very beginning. And we will always be.

About innovation, revolution and simplicity

I have a lot of respect for the practice of incremental improvement - and have applied it in my life, but I have always been more attracted to revolutionary changes. Because they are more difficult. They are much more stressful. And you usually go through a period where everyone says it's over, you completely failed.

My mantra is focus and simplicity. The simple can be more difficult than the complex: you have to work hard to clear your thinking and make it simple. But in the end it will be worth it - if you have achieved it, you can move mountains.

What distinguishes a leader from a copycat is innovation. From time to time, a revolutionary product appears that changes everything. To work on at least one of these is a rare success. Apple is very lucky - we have introduced several.

Innovation has nothing to do with how many R&D dollars you have. When Apple entered the market with the Mac, IBM spent at least 100 times more on R&D. It's not about money, it's about the people you have, how you manage it and how you understand it.

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Innovation happens when we say no to a thousand things, so we don't go down the wrong path and try to do too much. We always think of new markets to enter, but you can concentrate on the really important by just saying no.

Turning really exciting ideas and fresh technology into a company that can stay innovative for years takes discipline. Business processes make you more efficient.

About people

The people who get the job done are the driving force behind Mac's success. My task is to create space for them, free them from organizational problems and keep them in check.

The main thing for me here at Apple is that 100 key employees are top-class players. And everything else will happen by itself.

When I hire someone in a really responsible position, I bet on their competence. They have to be really smart. But I'm especially worried about whether they fall in love with Apple. If you fall in love, everything else will be formed by itself.

I am a supporter of equal opportunities, not equal results. I don't believe in equal results, because unfortunately life is not like that. And it would be pretty boring if she were.

Give your best on any job. Do not sleep! Success breeds more success, so strive for it. Hire people with a passion for excellence.

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