Steve Jobs as a person needs no introduction. People know him as the founder of Apple and as an amazing leader. But there are lot of intricacies involved in his personality worth knowing to truly understand why he got the success he got.
Steve Jobs thorough his career had revolutionised many industries. He single-handedly transformed computer industry with Macintosh, Animation industry with Pixar, Music industry with iPod and iTunes, Mobile Phone industry with iPhone and Tablet industry with iPad. His genius lies not in the result but in the process and the way he did it. Everybody knows how and why he created these industries. But let us look at some situations where he exhibited a flash of brilliance that was needed for the day.
1. Fonts in Macintosh
Computers back in 1984 were majorly used in the field of research and publishing. When Steve and his team were brainstorming for the breakthrough features that needed to be put in Macintosh, Steve came up with this idea of having different typefaces (fonts) in word processing software. When they executed this idea and released the product, this feature became the talking point and a huge success as publishers instantly fell in love with the feature. Only later in 2004 when Steve gave his commencement address at Stanford, did he mention that the idea of different fonts came only because he had dropped out of his college and dropped in calligraphy classes. It is hard to believe but the truth is if Steve Jobs hadn’t taken calligraphy classes we wouldn’t have had this feature of fonts.
So he said to all the young graduates that attended the ceremony not to ask the question of why when you are learning. In his own words, “you can’t connect the dots looking forward; you can only connect them looking backwards.”
2. iPod and the Aquarium
Steve Jobs was a micro manager and he used to handpick the design himself looking at the prototypes. When a designer showed him a prototype of an iPod, Steve was not satisfied with the size as it didn’t fulfill his his vision of “1000 songs in your pocket.” Steve asked the engineer to make it smaller for which he got a reply that minimizing it further is impossible. He stood up took that iPod and threw it in the aquarium in his office and showed him the water bubbles emerging from it. Then he said to the engineer with his ever passionate tone. “Tell that you can’t do it. Don’t call it impossible. Go back and rework.”
3. Being a Control Freak
Steve approved a Prototype of iPod and the manufacturing facility was about to start the trial production of iPod when Steve halted it saying the socket into which the headphones went was “defective.” Engineers were called to Steve Jobs’ office and Steve started to complain that the socket was not “clicky” enough. Engineers didn’t understand the problem and Steve started telling that click is the only feedback a user gets when he inserts the headphone into the socket. When he hears it, he feels content that he inserted it properly. So I want sockets to be reengineered.
Here’s a CEO complaining about sound that came when you inserted your earphones into the socket.
4. Stepping into the Shoes of a User
Steve being a CEO of Apple had used products of different competitors so that Apple as a company was never behind the competitors’ offerings. Whenever he opened any box of an electronic product, the user manual used to say “charge for 8-16 hours before switching it on.” Steve as a user was irritated on seeing this. Steve then called the lead of iPod project Tony Fadell and said to him “I don’t want to see this in my product. User should start using iPod from the instant he sees it.” Tony Fadell presented him the problems from manufacturing perspective on how difficult and lengthy manufacturing process will now become as they needed an extra hour to charge the batteries. Steve then asked the product’s hard disk to be tested for an extra hour versus 10 minutes they did till then so that the quality assurance is higher and batteries would charge.
From then, every electronic product started coming with at least 50% charge so that users need not wait impatiently for the product to charge.
5. AM/ PM in an iPod
Interface engineers in iPod's team were having a heated debate on which font to use for the new clock face they were designing. They tried different fonts but it was affecting the aesthetics of the clock design. When Steve Jobs walked in to the lab, engineers explained him the problem. Steve Jobs as usual within a second came up with an amazing as well as aesthetically pleasing solution - He said "Use a white face if it is day and use a black one if it is night."
Now talk about spontaneity. Anyone?
6. Success through Cannibalization
Sony had been the king of consumer electronics in the 20th Century. Experts believe that Sony had necessary technology to make iPod before Apple but they chose not to because they are worried if the sales of the CDs would drop as the consumption pattern changes. Nonetheless Apple did it and as a result Sony’s sales dropped. Steve learned this lesson fast. In 2005, when iPod has been the primary revenue generator for Apple, Steve Jobs asked his strategic team to name a product that can kill iPod. Everybody said mobile phone with music capabilities has the ability to kill an iPod. Steve said “Let’s do a phone.”
And the rest was history.
7. Attention to Detail
This is what Steve Jobs said to Vic Gundotra, a google executive on the phone on Sunday Morning. "So Vic, we have an urgent issue, one that I need addressed right away. I've already assigned someone from my team to help you, and I hope you can fix this tomorrow" said Steve. "I've been looking at the Google logo on the iPhone and I'm not happy with the icon. The second O in Google doesn't have the right yellow gradient. It's just wrong and I'm going to have a team member of mine fix it tomorrow. Is that okay with you?"
But in the end, when we think about leadership, passion and attention to detail, just think about this call a top level executive of google received from Steve Jobs on a Sunday morning in January. It was a lesson we all as future leaders should never forget. CEOs should care about details. Even shades of yellow. On a Sunday.
This is the reason why Steve Jobs was such a person whose personality is worth emulating, whose actions are worth imitating and whose words are worth inscribing.
He is not a coder, he didn’t know how to program, he didn’t learn design academically. But this is how he described himself:
“Musicians play their instruments.
I play the orchestra”
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