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  • 7SHORTCUTS ON MANAGING CHANGE IN AN APPLEWORLDACase Study on Managing Change in Business

    MAGDA KOCHANOWICZ, Cornwall Business School

  • Steve Jobs 7 Ways to Grow Through Change

  • SHORTCUT

    1 DO WHAT YOU LOVE

  • FG

    Passion leads to innovation, which simply means, new ways of doing things that improve our lives, which cannot flourish unless you are truly obsessed with making something better be it a product, a service, a method or a career

    Steve Jobs

  • SHORTCUT

    2

    HAVE A VISION

  • Steve Jobs has never underestimated the power of vision to move a brand forward. In 1976, Steve Wozniak was captivated by Jobs vision to put a computer in the hands of everyday people.

  • In 1979, Jobs took a tour of the Xerox research, where he saw a new technology that let users interact with the computer via colorful graphical icons instead of entering complex line commands

  • Xerox, graphical user interface, Jobs knew that this technology would allow him to fulfill his vision of putting a computer in the hands of everyday people. Two people can see the same thing but perceive it differently based on their vision.

  • Were gambling on our vision, and wed rather do tat that than make me-too products.

  • SHORTCUT

    3 KICK START YOUR BRAIN

  • Creativity is just connecting things.

  • The idea for the name fell literally from a tree I came up with a name for our companyApple. Steve, said. Wozniak (co-founder) replied they could have tried to come up with more technical sounding names .. but their vision was to make computers approachable. Apple fits perfectly.

  • Dalai LamaIndiaFour SeasonsMercedes-BenzCalligraphyApplesLook outside your industry for inspiration. Jobs hired people from outside the computing profession, he studied the art of calligraphy in college, meditated with Indians, and evaluated The Four Seasons hotel chain as he developed the customer service model for the Apple Stores.

  • Part of what made

    the Macintosh great

    was that the people

    working on it were

    musicians, and poets,

    and artists, and

    zoologists, and

    historians who also

    happened to be the

    best computer

    scientists in the

    world. -Steve Jobs

  • SHORTCUT

    4SELL DREAMS NOT PRODUCTS

  • Your customers dont care about your product, your brand, they care about themselves, their dreams, their hopes, their ambitious...Help them fulfill their dreams and you will win them over. Steve Jobs

  • SHORTCUT

    5 SAY NO TO 1,000 THINGS

  • Change comes from saying no to 1,000 things to

    make sure we dont get on the wrong

    track or try to do too much.- Steve Jobs

  • Simplicity: The Elimination of ClutterJonathan Ive, Apple design guru: We are absolutely consumed by trying to develop a solution that is very simple Your customers demand simplicity.

  • Steve Jobs reduced complexity in the Smartphone category by eliminating the keyboard.

  • The iPad is so simple that a 2-year-old can use it.

  • Get rid of the crappy stuff and focus on the good stuff. Steve Jobss advice to the new Nike CEO, Mark Parker

    Stop Making Fun of Us!

    Hi, Im a mac

    I am cool, trendy, young, friendly, casual, reliable, fast, looking for fun. Hi, Im a PC I am boring, formal, cold, old, unreliable, slow, not inspiring.

  • SHORTCUT

    6 CREATE GREAT EXPERIENCES

  • Carmines experience buying a MacBook pro at the Apple store was likening set up on a date and establishing a life-long commitment to the brand.

  • SHORTCUT

    7 MASTER THE MESSAGE

  • Steve Jobs thinks visually about presenting ideas, products, and information.

  • If information is presented verbally, your audience will remember 10% of the information. Attach a picture and retention goes up to 65%.

  • The people who are crazy enough to change the world are the ones who do

    Apple Ad

  • Dream bigger Dont let the noise of others opinions drown out your own inner voice

  • Do You Want to Hear a story from TOP guys who

    were totally WRONG about their ideas on

    CHANGE?

  • I think there is a market for maybe five computers Thomas Watson, chairman of IBM, 1943

    There is no reason that anybody would like to have a personal computer at homeKen Olsen, 1977

    President from Digital Equipment Corporation was a pioneering American company in the computer industry

    640 Kbyte should be enough memory for anybody Bill Gates, 1981 Who would ever need such a silver disc?

    Jim Timmer, top Manager with Philips in 1982

  • Change

    How do you see your customers? Help them unleash their inner genius and youll win over their hearts and minds. Nobody cares about your company or product. They care about themselves, their dreams, and their goals. Help them achieve their aspirations and youll win them over the Steve Jobs way.

    *Steve Jobs has something to teach you about your career, your business, and your brand. He thinks differently about every aspect of business from product design to marketing to communications. Here are the 7 principles responsible for Jobs breakthrough success.*

    How to do find your passion? Passions are those ideas that dont leave you alone. They are the hopes, dreams and possibilities that consume your thoughts. Follow those passions despite skeptics and naysayers who do not have the courage to follow their dreams.

    *Steve Jobs has never underestimated the power of vision to move a brand forward. In 1976, Steve Wozniak was captivated by Jobs vision to put a computer in the hands of everyday people.*In 1979, Jobs took a tour of the Xerox research facility in Palo Alto, California. There he saw a new technology that let users interact with the computer via colorful graphical icons on the screen instead of entering complex line commands. *It was called a graphical user interface. In that moment, Jobs knew that this technology would allow him to fulfill his vision of putting a computer in the hands of everyday people. Jobs later said that Xerox could have dominated the computer industry but instead its vision was limited to building another copier. Two people can see the same thing but perceive it differently based on their vision. *Were gambling on our vision, and wed rather do that than make me-too products. Steve Jobs**The idea fell from a tree, literally. Steve Jobs had returned from visiting a commune-like place in Oregon located in an apple orchard. Apple co-founder and Jobs pal, Steve Wozniak, picked him up from the airport. On the drive home, Jobs simply said, I came up with a name for our companyApple. Wozniak said they could have tried to come up with more technical sounding names but their vision was to make computers approachable. Apple fit perfectly.*Steve Jobs creates new ideas precisely because he has spent a lifetime exploring new and unrelated thingsseeking out diverse experiences. Jobs hired people from outside the computing profession, he studied the art of calligraphy in college, meditated in an Indian ashram, and evaluated The Four Seasons hotel chain as he developed the customer service model for the Apple Stores. Look outside your industry for inspiration. **How do you see your customers? Help them unleash their inner genius and youll win over their hearts and minds. Nobody cares about your company or product. They care about themselves, their dreams, and their goals. Help them achieve their aspirations and youll win them over the Steve Jobs way.

    *Steve Jobs doesnt rely on focus groups. If he had, they may never have enjoyed iPods, iTunes, the iPhone, the iPad, or Apple Stores. Jobs does not need focus groups because he understands his customers really, really well. Yes, sometimes better than they know themselves! *How do you see your customers? Help them unleash their inner genius and youll win over their hearts and minds. Nobody cares about your company or product. They care about themselves, their dreams, and their goals. Help them achieve their aspirations and youll win them over the Steve Jobs way.

    *Jonathan Ive, Apple design gur: We are absolutely consumed by trying to develop a solution that is very simple, because as physical beings we understand clarity.Your customers demand simplicity and simplicity requires that you eliminate anything that clutters the user experience.*Steve Jobs reduced complexity in the Smartphone category by eliminating the keyboard.*The iPad is so simple a 2-year-old can use it.*Steve Jobs advice to the new Nike CEO, Mark Parker. *Jobs has made the Apple Store the gold standard in customer service by introducing simple innovations any business can adopt to create deeper, more emotional connections with their customers. For example, there are no cashiers in an Apple store. There are experts, consultants, even geniuses, but no cashiers. *Carmines experience buying a MacBook pro at the Apple store was like being set up on a date and establishing a life-long commitment to the brand.

    *Apple created an innovative retail experience by studying a company known for its customer experienceThe Four Seasons. Apple Stores would attract shoppers not by moving boxes, but by enriching lives. The lessondont move product. Enrich lives instead and watch your sales soar. *Steve Jobs thinks visually about presenting ideas, produ