Jay ElliotOne of the close associate of Steve jobsWorked as Sr.VP of Apple

iLeadership4 Major Principles : Product, Talent, Organization & Marketing

First Meeting‘Hippie looking ‘ , twenties in Jeans and sneakersFire eater, busting with energy and lighting up at the idea

The BookIs full of experiences, mind boggling situations, big fights ,power struggles and iLeadership To start with lets watch this Video

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 company—Apple.” 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.

Present apple logo

19761977

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.

Innovation distinguishes between a Leader and a follower

How to do find your passion? Passions are those ideas that don’t 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.

Passion is everything. Innovation—which simply means—new ways of doing things that improve our lives---cannot flourish unless you are truly obsessed with making something better—be it a product, a service, a method or a career.

Product CzarPassion for the idea, product & perfectionIf you are not passionate from the startyou will never stick it outCreativity, Innovation and more detail oriented planning Details matter, it’s worth waiting to get it right.But there are times when you have to weigh the benefit of getting it right & the cost of being late to market

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“… I want to see what people

are like under pressure. I want to

see if they just fold or if they have

firm conviction, belief, and pride

in what they did.”

“As technology becomes

more complex, Apple’s core

strength of knowing how to make

very sophisticated technology

comprehensible to mere mortals is

in even greater demand.”

Jobs has followed his heart his entire career and that passion, he says, has made all the difference. It’s very difficult to come up with new, creative ideas that move society forward if you are not passionate about the subject.

Talent RulesTeam Culture is importantProduct Focused Team Master the team building into a Art formLearning to acknowledge a bad decision and move aheadSeek people who are interested about the projectTalent finds Talent

When Jobs returned to Apple in 1997 after a 12-year absence, Apple faced an uncertain future. Jobs closed his presentation that year at Macworld in Boston with an observation that set the tone for Apple’s resurgence: “I think you have to think differently to buy an Apple computer. A lot of times people think they’re crazy, but in that craziness we see genius.”

“… That’s what I consider one

of the few things I actually can

contribute individually to—to really

try to instill in the organization the

goal of having ‘A’ players. In

everything I’ve done it really pays

to go after the best people

in the world.”

Passion fuels the rocket, but vision points the rocket to its ultimate destination.

Team SportsBest of times and Worst of timesLeadership SearchNoticing signs of conflictPublic face of your productSeek people who are interested about the projectNew ideas can soothe friction or Ignite them

“I always considered part

of my job was to keep the quality

level of people in the organization

I work with very high ...”

He stayed another 18 months to “drop in” to those classes he enjoyed, like calligraphy. Calligraphy didn’t have any obvious practical application in his life but it would come back to Jobs when he created the Mac.

Team Sports – Maintaining MomentumNext Opportunity ; Next ProductRemaking of the company Recovering from the disasterCreating products that reflects the principles of the CreatorSeek people who are interested about the projectMaintaining Momentum in the face of Failures

You can have the most innovative idea in the world, but if you can’t get people excited about it, it doesn’t matter. Steve Jobs is considered one of the greatest corporate storytellers in the world because his presentations inform, educate and entertain.

“Many times in an [job] interview

I will purposely upset someone: I’ll

criticize their prior work. I’ll do

my homework, find out what they

worked on, and say, ‘God, that

really turned out to be a bomb.

That really turned out to be a

bozo product. Why did you

work on that?’ ...”Creativity leads to innovative ideas. Jobs believes that a broad set of experiences expands our understanding of the human experience. A broader understanding leads to breakthroughs that others may have missed. Breakthrough innovation requires creativity and creativity requires that you think differently about…the way you think.

Team Sports – Evangelizing InnovationCollaboration, Control and Inspire Ignite the sense of doing something novel , something better and something specialDo more than you imagine and embrace group creativity and innovationThink Different

Dalai Lama

India

Four Seasons

Mercedes-Benz

Calligraphy

Apples

Steve Jobs creates new ideas precisely because he has spent a lifetime exploring new and unrelated things—seeking 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.

“… I want to see what people

are like under pressure. I want to

see if they just fold or if they have

firm conviction, belief, and pride

in what they did.”

Your customers don’t care about your product, your company or your brand. They care about themselves, their hopes, their dreams, their ambitions. Help them fulfill their dreams and you will win them over.

Becoming CoolApple as a Brand synonymous to Cool

Putting the Brand in peopleRiding the Retail innovation with

Apple Online StoresAchieving the definition of Cool

“The [innovation] system is

that there is no system. That’s

doesn’t mean we don’t have

process. Apple is a very disciplined

company, and we have great

processes. But that’s not what

it’s about. Process makes you

more efficient.”Steve Jobs doesn’t 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!

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

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

“Innovation comes from

at 10:30 at

night with a new idea, or because

they realized something that shoots

holes in how we’ve been thinking

about a problem ...”

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.

Customer Experience

“You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new”

On Becoming Stevian

“Design is a funny word.

Some people think design means

how it looks. But of course, if you

dig deeper, it’s really how

it works.”

“As technology becomes

more complex, Apple’s core

strength of knowing how to make

very sophisticated technology

Look “Simple” is

in even greater demand.”

“I always considered part

of my job was to keep the quality

level of people in the organization

I work with very high ...”

“… That’s what I consider one

of the few things I actually can

contribute individually to—to really

try to instill in the organization the

goal of having ‘A’ players. In

everything I’ve done it really pays

to go after the best people

in the world.”

“Many times in an [job] interview

I will purposely upset someone: I’ll

criticize their prior work. I’ll do

my homework, find out what they

worked on, and say, ‘God, that

really turned out to be a bomb.

That really turned out to be a

bozo product. Why did you

work on that?’ ...”

“The [innovation] system is

that there is no system. That’s

doesn’t mean we don’t have

process. Apple is a very disciplined

company, and we have great

processes. But that’s not what

it’s about. Process makes you

more efficient.”

“Innovation has nothing to do

with how many R&D dollars you

have. When Apple came up with

the Mac, IBM was spending at least

100 times more on R&D. It’s not

about money. It’s about the people

you have, how you’re led, and

how much you get.”

“… It’s ad hoc meetings of six

people called by someone who

thinks he has figured out the

coolest new thing ever and

who wants to know what other

people think of his idea.”

“You need a product-oriented

culture, even in a technology

company. Lots of companies have

tons of great engineers and smart

people. But ultimately, there needs

to be some gravitational force that

pulls it all together.”

“The older I get, the more I’m

convinced that motives make so

much difference. HP’s primary goal

was to make great products. And

our primary goal here is to make

the world’s best PCs—not to be

the biggest or the richest.”

“Innovation comes from

people meeting up in the hallways

or calling each other at 10:30 at

night with a new idea, or because

they realized something that shoots

holes in how we’ve been thinking

about a problem ...”

“Do you want to spend the rest of your life selling sugared water or do you want the chance to change the world?”

Steve Jobs when luring Pepsi’s John Sculley to join Apple.

“Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle.”

“Being the richest man in the cemetery doesn't matter to me… Going to bed at night saying we've done something wonderful… that's what matters to me.”

“That’s been one of my mantras - focus and simplicity . Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”

“Here’s to the crazy ones, the misfits, the rebels, thetroublemakers, the round pegs in the square holes… the ones who see things differently - they’re not fond of rules… because the ones who are crazy enough to think that they can change the world, are the ones who do.”

“If today were the last day of my life, would I want to do what I am about to do today?” And whenever the answer has been “No” for too many days in a row, I know I need to change something.”

Steve Jobs set out with a vision to change the world. What’s your vision for your product, brand, and your career?

More than 350 + stores directly under Apple

“We don’t need you. You haven’t gotten through college yet.”

“Get your feet off my desk. Get out of here. You stink and we’re not going to buy your product.”

“Your problem is that you still believe the way to grow is to serve caviar in a world that seems pretty content with cheese and crackers.”

“There’s no reason why anyone would want a computer in their home.”

Imagine how one young man with big dreams must have felt when he heard the following. Of course, these statements were all directed at one time or another to Steve Jobs.

Innovation takes confidence, boldness , craziness and the discipline to tune out

negative voices.

“People sometimes have goals in life. Steve Jobs exceeded every goal he set himself.” -

"Steve and I first met nearly 30 years ago, and have been colleagues, competitors and friends over the course of more than half our lives. The world rarely sees someone who has had the profound impact Steve has had, the effects of which will be felt for many generations to come. For those of us lucky enough to get to work with him, it's been an insanely great honor."

“Dream bigger.”

Perhaps the ultimate lesson that Jobs teaches us is that innovation requires risk-taking and risk taking takes courage and a bit of craziness. See genius in your craziness. Believe

in yourself and your vision and be prepared to constantly defend those beliefs. Only then will innovation be allowed to flourish and only then will you be able to lead an

“insanely great” life.

1955-2011

iThank You

Dinesh ChandrasekarHitachi Consulting