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- Jobs had many positive and negative attributes. He was really weird and difficult to deal with as a person, which both helped and harmed him at many times.
- There are many paths to entrepreneurship, and every person operates differently in finding success.
- Apple and Jobs were not always the sources of creativity; Apple used acquisitions, outside contractors, and ad agencies to design many of the products and ad media that we now consider iconic Apple.
- Jobs went direct and always called on the top people for help; he didn’t go it alone. From looking up the CEO of HP in the phone directory and calling him for a part as a teenager to calling up Bono, Bill Gates, and Bill Clinton, Jobs went to the source and the decision maker and never felt shy to state what he wanted.
- Walks can be a great way to connect with someone else.
- Sharing your feelings and being honest with others can be motivating.
- Entrepreneurs can convince everyone around them to work hard and believe in them through reality distortion fields.
- Don’t worry about hyperbole or reputation; every product Jobs every released was “the greatest thing ever.”
- There are some interesting parallels between Eastern spiritual traditions and entrepreneurship.
- Entrepreneurs must be constantly pitching and enthusiastic.
- A supportive family affects a person in fundamental ways.
- Jobs asked Isaacson to write his bio.
- Jobs was constantly pitching and enthusiastic.
- Wanted to be at intersection of humanities and tech
- Abandoned, chosen, special
- Wants to control everything around him like product
- Father mechanic who taught him to build and design
- Care about parts, backs, and insides even when not visible
- Moved to Silicon Valley, defense contractors, loved computers
- Realized was smarter than parents
- Bored at school
- Played pranks
- Zen Buddhism
- Spirituality not dogma
- Home electronics kits
- Joined HP Explorers
- Did drugs, part of hippie movement
- Hated authority
- Met in electronics class
- Built his own microprocessors
- Lots of pranks
- Phone phreaking
- Woz engineered, Jobs packaged for sale
- Patience was never his virtue
- Loved zen, Dylan, and acid
- Zen Mind, Beginners Mind
- Zen emphasis on intuition
- Vegetarian and weird diets
Reality distortion field
- Staring and silence, intensity
- Loved calligraphy and typography, nice design
- Search for enlightenment, time in India
- The Apple I
- Counterculture and technology
- Wozniak had idea for personal computer with CPU, keyboard, and mouse in one package.
- Jobs thought of idea to sell computer.
- Apple name came from Jobs’ fruit diet, simplicity, counter culture
- Simple partnership agreement
- Third partner left from personal liability fear, gave up 10% stake for $1600
- Sold first computers to retail shop, assembled in garage
- Bought parts after got customer order
- Integrated package
- Great case
- Sequoia VC told him to get marketing guy
- Apple marketing philosophy (3 points from VC partner)
- Impute (people judge book by cover)
- Girlfriend got pregnant but he ignored daughter
- Courts forced him to pay child support
- Xerox PARC
- Bit mapping
- Great artists steal
- The Mac is born
- Reality distortion field
- Belief that rules didn’t apply
- Incorporated vision and able to lie and deceive because deceives himself
- Binary distinction between great and horrible for the people he worked with
- Bad at making trade-offs
- Simple and clean modernism
- Inspired by CuisinArt (funny that it’s not the other way around)
- Friendly look
- Hired and contracted with designers
- Obsessed with perfect box and packaging
Building the Mac
- Crusade against IBM
- Mac incompatibility with other Apple models
- Wanted to give masses a controlled experience
- It’s not done until it ships. (Different philosophy from “great engineers ship” or “perfect is the enemy of good.”)
- The journey is the reward.
- Customer doesn’t know what he wants.
- Dream of laptop and tablet
- Don’t compromise.
- Some could stand up to him.
- Intra-company rivalry between Mac by Jobs and Lisa computer where he was kicked out.
- Pepsi president
- Jobs more showman than businessman
- Rise of IBM PC
- Launch of Mac
- Chiat/Day made famous 1984 Mac ad
- 1/24/84 launch
- Greatest commercial ever
- Make product intros epic moments
Gates and Jobs
- Microsoft started programming apps for Mac (!)
- Licensed Microsoft’s BASIC
- MS wrote Excel for Mac
- MS ripped off Windows but actually just ripped off Xerox PARC
- First version crude but iterated
- Thought MS had no taste
- Sculley just wanted to please Steve.
- Steve controlled him.
- Wozniak quit to work on own remote control.
- Scully never became product person.
- Jobs abusive in organization
- Made Jobs resign because couldn’t operate business
- Feeling of rejection at early age
- Left and took key employees
- Was sued
- People couldn’t trust his integrity.
- Many failures at NeXT matured his personality.
- Very stubborn
- Paid $100K for logo design consultant for 1 option only before any product existed
- Took minor design issues to extremes
- Education workstation product
- Ross Perot invested.
- Gates and Jobs fought over NeXT.
- Jobs wanted one controlled platform.
- Gates wanted compatibility.
- Huge launch party
- Jobs was the Andrew Lloyd Webber of product launches.
Pixar: technology meets art
- Jobs bought majority stake from George Lucas
- Was Lucasfilm animated division
- Pixar did deal with Disney.
- Met a woman, fell in love
- She was much older than him and Jobs eventually wanted kids
- Reconnected with biological family and sister
- Became more involved with his own daughter
- Jobs very mercurial, embrace and coldness
- Could be very romantic
- Met wife at talk he gave at Stanford GSB
- Fluctuates focus of attention between extremes of love and work
- His favorite place for vacation: Kona Village, Hawaii
- Married at Ahwahnee resort in Yosemite
- Moved to Palo Alto unpretentious house
- No security guards or live-in servants
- Kept backdoor unlocked
- Disney licensed Pixar computers
- Pixar went public after Toy Story release
The second coming
- Apple chose to license NeXT os and hardware
- Apple lost to Windows
- Jobs wanted to return to Apple as CEO and innovate
- Wanted to find Unix OS to build upon
- NeXT built a Unix OS
- Contest against BeOS
- Kicked out CEO
- Came back, kicked out board
- Microsoft invested and committed to making Office for Mac
- Lots of phone calls between Jobs and Gates
- Cried a lot at emotional moments
- “Think Different” campaign
- Called famous people out of the blue when needed help or favors or when needed CEO somewhere to give exception
- Many wanted them to license OS
- Got out of all product lines except 4
- Many layoffs
- Johnny Ive designer at Apple
- Hand drawn, emotional designs
- Jobs designed case, engineers had to make boards fit
- Design of packaging, have patents for boxes design
- All in one
- Clear case
- Handle to grab, humanizes it
- Zero tolerance for poor performance of staff or suppliers
- Built just-in-time supply chain and build-to-order sales like Dell
- Hired Tim Cook for supply chain management
- Cut inventory
- Got 100 turtlenecks from Japanese designer of Sony uniform (Issey Miyake)
- Would park his Mercedes over 2 handicapped spots
- Claimed others’ ideas as own
- Didn’t take any salary or stock at first
- Asked for airplane instead
- OS X came from NeXT
Apple Stores and Genius Bars
- Store size conveys size of brand
- Wants to be in most expensive locations
- Visual and touching design studio
- If something is not right, fix and delay launch instead launching imperfectly.
- Insisted on only stone from Florence sidewalks.
- Signature staircase
- Jobs has patents on staircase design.
- Apple has highest traffic and sales volume in retail.
The digital hub
- Control hardware, software, media devices
- Adobe didn’t put Photoshop on Mac and Jobs was pissed; didn’t put flash on iPad
- iTunes (had bought SoundJam startup)
- Scroll wheel
- Pure white color
- Iconic ads
- Outspent all other music players in ads because improved Mac image
- Legal alternative to piracy
- Individual songs
- Had to sign up music companies
- Sony could have done same as Apple with computer, music, and player, but its divisions didn’t work together.
- Moved to PC against Steve’s wishes
- Never worry about cannibalization of own products with new ones
- Microsoft attempt (Zune) failed.
- Mini, Shuffle
- iTunes sold 1 million songs in 6 days
- Started to sell magazines, videos, apps
- A person is defined by their iPod list.
- Bob Dylan, Beatles were his favorites
- Bob Dylan digital boxed set sold, huge marketing
- Apple gave musicians brand to leverage (reverse of celebrity endorsement); iPod gave access to younger listeners.
- Beatles Apple Core trademark suit
- Later suit when Apple went into music
- Bono wanted to do ad for Apple promoting new album
- Black Nano with royalty to U2
- Red iPod for philanthropy
- Loved Yo-Yo Ma
Pixar’s friends and foes
- Dreamworks came out with Ants competing with Pixar’s A bugs life
- 2nd product syndrome: don’t understand why first product successful so if can survive second one, will be fine
- Creativity comes from spontaneous meetings and random collaboration; must meet in person, not by email
- Eisner and Jobs clashed
- Iger worked better with Jobs
- Introduced iPod video including Disney ABC shows
- Disney wanted to buy Pixar
- Took a lot of walks with everyone he met with
21st century Mac
- Intel architecture
- New desktop iMac design
- Huge stock grants and CEO compensation controversy
- Kidney stones from overwork on Apple and Pixar
- Cancer diagnosis
- Refused surgery for a while and did vegan diet and acupuncture
- Stanford commencement address
- Tim Cook helped when was out for surgery
- Monday morning executive meetings across divisions from 9am-12pm
- Focus on 2-3 things at a time
- Mortality keeps all in perspective
- Hated all phones
- Tried partnership with Motorola for Rockr
- Wanted to build phone they wanted to use
- iPad idea had already been in progress and merged with iPhone
- Multitouch feature
- Acquired Fingerworks company with gestures parents
- Rounded rectangles
- Swipe to open
- Light sensor for when on phone
- Guerilla glass by Corning
- Famous speech for product launch
- Lost a lot of weight due to diets
- Cancer returned
- Didn’t give full truth
- Stock price dropped due to health
- Didn’t jump the queue for liver transplant
- Dual listed on Tennessee list and got transplant there
- Hated design of various medical apparatuses
- Tablet project
- Journalism and books
- Apple owns the customer and credit card
- Mad at Android
- Wants end-to-end control
- Hates Flash
- Apple: design before engineering
- Antenna problem in iPhone 4
- Got Beatles finally in iTunes Store
- Ipad 2
- Detachable cover
- Took wife to original wedding site for 20 year anniversary
- MobileMe sucked
- New signature office campus
- Son did cancer research at Stanford
- Loved Kyoto
- Jobs always dismissive of philanthropic efforts
- Involved with helping Obama
- Medical leave
- Lack of integrated approach among caretakers
- Wanted orderly transition of power at Apple
- Visits at his house by Gates, Clinton, etc.
- End-to-end integration
- Hero/shithead dichotomy
- Food is best thing ever or inedible
- Open vs. closed systems
- Delight the user vs. empower the user
- Got people to do things they never thought possible
- Didn’t invent much outright but put things together in good design
- Apple II, Macintosh, Toy Story, Apple stores, iPod, iTunes Store, iPhone, App Store, iPad, iCloud, Apple itself
- Not exceptionally smart but a genius in another way
- Magician genius (intuition not processing power)
- Design sensibility
- Products, not profits, are his motivation
- Figure out what customers will want, not market research or giving what they ask for directly.
- Deep current of humanity in innovation
- Great artists were great at science
- For Microsoft, winning business was more important than making great products
- Tell people to their face if something sucks.
Shout out to maxmednik.com for doing this written summary
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