Steve Jobs

Background

Steve Jobs was an innovator who, as the CEO of Apple (twice), NeXT, and Pixar, created ground-breaking new products in personal computers and electronics. A polarizing figure because of his abrasive personality and obsessive perfectionism, he was one of very few business figures to achieve “rock star” status. He turned annual shareholder meetings and releases of new Apple products into newsworthy and crowd-drawing events. When he died, the whole world mourned, establishing that he was as much myth as he was a successful business man.
Goals: Change the world; enrich people’s lives; combine art and technology to create beautiful works that function; create an exceptional end user experience; rebel against the status quo
Governing Principle: Everything should be beautiful as well as functional

Values

Only people who think they can change the world, do. You can bring people along by sheer force of will. The ends justify the means. Rules don’t apply to me. People like cool things. Simplicity is beauty. Every detail counts. Always strive for better. Don’t compromise. Create whole experiences, not one-off products. You’re only as good as your next project. Hippies are cooler than nerds. Contributing does not require fitting in. Success depends on building the right team. The only way to do great work is to love what you do. Let people follow their passions. Feedback isn’t harsh if it’s on point. Competent people don’t need coddling. Surround yourself with only the best people. Most people are bozos. Stay Hungry. Stay Foolish.

Learning Objectives

Creating a reality distortion field to motivate yourself and others to achieve audacious goals
Being obsessive to develop a single-minded focus on excellence
Using a black and white view of the world to become a perfectionist
Using perfectionism and attention to detail to create aesthetically appealing work products
Relying on your own experiences and desires to anticipate what others will like in an end-to-end consumer experience
Targeting the best talent to work with you

Traits

Candid, abrupt, prone to tantrums, passionate, self-promotional, showy, narcissistic, manipulative, obsessive, perfectionist, innovative, focused, abrasive, demanding, judgmental, intelligent, rational, lacking empathy, knowledgeable, hardworking, elitist

Biography

Steve Jobs was adopted by a blue collar family with the condition from his biological parents that they send him to college. Jobs had always known that he was adopted, had a happy childhood, and considered his adoptive parents to be his real parents. He was clever, industrious, and fond of pranks and technology as kid. He met Steve Wozniak through a mutual interest in electronics, and, together, they built a blue box to hijack phones, with Woz doing most of the engineering.

To fulfill the promise to his biological parents, Jobs chose to attend the expensive Reed College, which was beyond his parents’ financial means. Not sure of what he wanted to do and sensitive to his parents’ dwindling life savings, Jobs dropped out but stayed on campus to audit classes for free. This is when he sat in on a calligraphy class that sparked his life-long obsession with good design and inspired him to include an array of fonts on the early Macintosh. Jobs embraced the counter-culture, became a Zen Buddhist, and eventually traveled to India in search of enlightenment. In India, Jobs came to realize that Thomas Edison did more to improve the world than most swamis. This realization prompted him to return to California, where he found work at Atari and re-connected with Woz. When Steve Wozniak built a fast personal computer, Jobs convinced him to start a company with him. Together they started Apple where Jobs became a master of design, marketing, and promotion, and Woz oversaw the engineering.

Abrasive, cocky, and rebellious, Jobs miscalculated his support at Apple when he clashed with CEO John Sculley and subsequently ousted. He bought a computer animation company from George Lucas, which was renamed Pixar, and he founded another computer company, NeXT, which focused on the educational market. Although their elegant, black PCs never took off, NeXT did build a robust operating system using object-oriented programming, way ahead of other computer companies. In desperate need of an updated operating system, Apple purchased NeXT in 1996, and Steve Jobs returned to the now-languishing company.

He ousted the current CEO and embarked on a turnaround, slashing the myriad product lines to just four products and quickly bringing the colorful iMac to market. Soon after came the iBook and then in 2001, Jobs introduced the iPod. That was followed by a stream of revolutionary new products and new business models. In all, he was responsible for revolutionizing PCs, cell phones, digital music, tablet computers, electronic retail, and computer animated films. Jobs obsessed over every detail of Apple’s products and packaging, Apple stores, and their advertising in order to create a distinctive look and feel that was elegant, functional, and above all, simple to use. He turned shareholder meetings into major entertainment events, famously nitpicking over lighting and fonts. When he died of cancer in his fifties, the demonstration of grief from around the world rivaled that given world leaders.

Questions:

  • Is what I’m doing going to change the world? If not, how can I change it so it will have an impact?
  • Is it awesome or crap? How can we eliminate the crap and make it awesome?
  • How can this be made simpler?
  • What kind of experience are we creating?
  • As the customer, what would I want? How can I create an awesome experience for them?
  • Is the team doing their best? What or who is holding the team back?
  • How can I use this opportunity to promote myself or my work?
  • How can I delegate the work I’m not good at to the people who are?
  • How can I find a way to express myself and challenge conformity?

Behaviors

Be candid – Be brutally honest with your opinions, but do so to get the best out of everyone.

View the world in black and white – Evaluate everything as awesome or crap and everyone as genius or bozo. Ask others to do the same.

Demand perfection – Pick apart the details of everything and evaluate them. Ask people if that was their best work and how could it be done better. Focus on just a few things in order to perfect them.

Focus on aesthetics – Make sure everything you do looks perfect, is well-designed, and is an extension of your personality. Hold meetings in pleasant surroundings, and if possible, walk and talk outdoors.

Be emotional and vulnerable when it suits your purpose – Jobs could manipulate others by being emotional. He sought father figure relationships with many of the key people in his life, e.g., John Sculley, but ended those when the relationship was no longer useful. You don’t have to be manipulative, but don’t be afraid to show your emotions when you are angry, depressed, or excited.

Promote your own ideas to excite and inspire others – Jobs was able to motivate others with his own excitement and vision for the future. Get others excited about ideas with a “the sky is the limit” attitude to stimulate more creativity. Don’t be afraid to dominate the conversation.

Don’t compromise – Compromise is the enemy of perfection. Never let hurt feelings get in the way of creating something great.

Engage in intellectual combat – Defend your ideas zealously and encourage others to do the same. This is the only way to find the right solution because compromising is not an option.

Steal shamelessly – Mediocre artists borrow while great artists steal. Anything is fair game if it leads to a great result.

Trust your instincts – Use your own preferences to guide your decisions rather than the needs or wants of others. Disregard market research or customer surveys if they disagree with your vision. For instance, if you like the color “blue,” choose blue as the color of your product.

Be a showman – Turn boring meetings and events into extravaganzas and make every effort to wow your audience. Build anticipation for your presentations.

Role Play Situations

Your role in meetings is to get others excited about your ideas and to demand the best from everyone. Strive for the highest quality deliverable. Ask others to classify the meeting as either crap or excellent and explain why. Offer your own opinion with a clear explanation of how it could be done better. Make sure your meeting agendas are streamlined to provide adequate focus on the topic with enough time to perfect it. Your job is to inspire; if time is running short, let others have the necessary discussion after you have left the room. Pull individuals aside to ask their opinions of the value of the other team members. If someone is holding the team back, address it. Invite people who wouldn’t normally attend to some of your meetings to get fresh perspectives. Hold walking meetings – If you need to conduct conversations with just one or two people, do it while you take a walk.
You are a showman and want to create excitement. Beforehand, promote your presentation by leaking some information, setting the expectation that it will be awesome. Make sure that your material actually does look and sound awesome. When presenting, put on a razzle-dazzle show. Use high-tech music, lighting, animation, and video. If using slides, limit the text to one or two sentences. Organize your material to build suspense and have a good reveal later on. Use a “one more thing” technique to build excitement. Don’t be afraid to promote yourself, your work and your team, even if you have to exaggerate. However, your product is the show – what you are presenting is the most awesome thing in the world. And don’t forget to rehearse, rehearse, rehearse.

To method-act the persona
and circumvent the ego

To Get into Character

Dress – Jobs had a uniform that he wore every day – a black turtle neck, jeans, and sneakers. His closet was full of one design of black turtle necks. Find a comfortable look that works for you and wear it for the duration. It doesn’t have to be the same clothes every day, but it should be a pared down style that conveys your nonchalance about your appearance. He often had body odor so be more lax about your hygiene.

Diet – Jobs was a vegan and a proponent of organic foods. He would find a particular food or food class, like a brand of juice, and consume only that for weeks at a time. While you are Steve, limit the variety of foods you eat and increase your consumption of fruit and vegetables. If you can tolerate it, eat the same food every day or become a vegan or vegetarian.

Speech – “Oh, and one more thing..” With feigned forgetfulness and a wry smile, Jobs would often introduce his biggest product announcements as if they were an afterthought. Once Jobs said his “one more thing,” his audience knew Apple had a technical marvel to unveil. Try using this or a similar self-deprecating technique to introduce your work.

Music – Jobs was a big Bob Dylan fan so acquaint yourself with his music if you aren’t already a fan, and change your listening habits to include Dylan, The Beatles, and U2.

Activities to Conduct Alone

Create a reality distortion field – Through charm, passion, repetition, and manipulation, Jobs was able to get the people around him to believe they could achieve almost impossible goals, like building and selling the first Apple computer and getting the Apple II to market in a very tight time frame. Many of his product deadlines were incredibly short, but he was able to motivate people to work long hours to meet them. Two beliefs drove this behavior – one, that he was changing the world, and two, that he was special.

Be special – As a child, Jobs told a friend that he was adopted and was distressed when she asked why his birth parents didn’t want him. He confided this in his father who replied that the opposite was true, that he was chosen by his adoptive parents and was special. To compound his belief of being special, Jobs took a cognitive ability test in fourth grade, which rated his performance at the tenth grade level. As Jobs, you will need to believe that you are a special person. To do so, write a list of your talents. Enlist help from close friends or family if you need to, but you should have at least twenty items on the list. Read that list multiple times a day to remind yourself of how awesome you are. Use an item or two from your list to create a mantra, like “I am an exceptionally creative writer” or “I’m a whiz at motivating people” or even “I am special” or to use as positive reinforcement. Repeat this mantra frequently during the day, especially when you wake up and go to sleep.

Be a rebel hippie – The Microsoft versus Apple competition to dominate the personal computer market was often framed as the Nerd (Bill Gates) versus the Hippie (Steve Jobs.) In many ways, Jobs remained a hippie his entire life with his vegan diet, taste in music, and practice of Buddhism. He often felt that Apple was the little guy fighting the beige corporate man (IBM first, Microsoft later). Watch the 1984 Superbowl ad, which demonstrates this narrative. Later in life, when Apple was the largest corporation in the world by market capitalization, Jobs still found ways to rebel. He refused to put license plates on his silver Mercedes, which was often photographed parked in handicapped spots. Find a way to rebel, even in a small way, that proves that you’re special and won’t be intimidated by “the man.” This could be an item of clothing, a piece of art or music, or any small act of defiance. Review your daily routines to find a place or time to be a rebel.

Simplify – When Jobs returned to the failing Apple in 1996, he drew a four square matrix that read “Personal and Professional vs Portable and Desktop.” Then he zeroed in on one product for each quadrant, shrinking Apple’s numerous products to just four. This allowed them to focus on creating the best product in each category. Draw a matrix that reads “Personal and Professional vs. Short-term and Long-term.” Write your goals in each category and then hone in one per quadrant. Choose goals that have tangible outcomes, like products, presentations, brochures, videos, etc. Then prioritize them from 1 to 4. You will focus on one goal, possibly two if it makes sense. As much as possible, eliminate or delegate all other tasks that don’t accomplish your goals.

Change the world – Part of his reality distortion field was the way he was able to persuade others. When Apple was looking for a CEO in the 1980’s, Jobs wanted John Sculley, the CEO of Pepsi, because of his marketing prowess. At the time, Sculley had no intention of leaving Pepsi until Jobs asked him if he wanted to sell sugar water his whole life or change the world. Watch the Think Different ad campaign. This campaign encapsulated Jobs belief about Apple. Take your first priority goal above and create a new context for it, whereby it is part of a world-changing effort. If that doesn’t work, determine how you can modify your goal so it has that larger context. Craft one sentence that explains how vitally important it is to the world to succeed. Add that sentence to your daily mantra.

Think in black and white – Jobs’ classification system was awesome or garbage and genius or bozo. Only a few things fit the awesome category, and the rest was trash. Review your work using this classification system. Revisit your goals from above and make sure they have the potential to be awesome. If it can’t be awesome, eliminate it. Everything you work on must be at the awesome level. Work on it over and over to get every detail right. Jobs would rehearse his product presentations weeks in advance, perfecting every little detail from the fonts on the slides to the way the light hit the products.

Focus on design – The class in calligraphy at Reed, which he audited, sparked Jobs’ obsession with good design. You can audit a class in design, too. Coursera offers a Fundamentals of Graphic Design, but tailor your course to your specific needs. You can even try calligraphy. If you don’t have the time, re-examine your surroundings with a critical eye and inventory every item as beautiful or trash. When Jobs bought a historic mansion, he didn’t furnish it because he couldn’t find anything he liked. Consider some of the everyday items you take for granted and ponder how you would redesign them to make them more beautiful. Can you imagine a stapler as a sleek, black granite disk? How would you change rumpled sticky notes to make them more beautiful?

Create a “figurative” Japanese garden for meditation – Jobs admired Japanese gardens and frequently visited Japan. He also practiced Buddhism. Find or create a beautiful space for yourself to meditate, either a room in your home that you could rearrange with just a few beautiful items, especially plants, or a beautiful place outdoors that fills you with awe. Spend 10-20 minutes there every day, meditating.

Be obsessive – After you have meditated and surrounded yourself with beauty, review your work product with a critical eye. Is it garbage or genius? Incorporate some of your new knowledge about design and work on it again. Continue classifying it as garbage and genius and reworking until you are satisfied, taking long breaks between iterations in order to have fresh eyes.

Activities to Conduct with Others

Build a team to complement your talents – Many people are dismayed, even appalled, that Steve Jobs, lacking empathy and people skills, was able to become so successful. When asked about his success, Steve attributed it to building a team of talent, like the Beatles. People were able to tolerate Steve’s brusque behavior because he brought talent to the table, and he surrounded himself with people who could do the things he lacked. Meet with your team to review your individual strengths and weaknesses. For more insight, you can use a personality assessment like the Big Five or DISC. Discuss how to mitigate your team strengths and how you can compensate for each other’s weaknesses. Specifically, find a way to compensate for your own weaknesses so you can focus on your strengths.

Target talent – One of Steve’s talents was recognizing talent in others and targeting them, like the way he targeted John Sculley and capitalized on Steve Wozniak’s genius for electronics to create a computer company. Find someone outside of your normal circle who has a talent you admire. Devise ways to interact with that person to know them better. Don’t be afraid to use flattery or ask for advice. You want to create a relationship that might come in handy later (or now.)

Focus on a few things to perfect – Jobs obsessed over the details of his products and stores. To do this, he had to focus his attention on just a few things. Meet with your team and perform the four quadrant exercise to review your workload and determine how to significantly streamline it for the duration. While you are Steve, you will work on projects sequentially, not embarking on a new task until you have finished an old one and working on as few things as possible in order to perfect them. You may need to work with your manager to get agreement on this.

Prototype – The way Apple products achieved perfection was through trial and error, not upfront planning. When the product team did a product review, they printed out large graphics of various prototypes and laid them out on a table for everyone to review. Then they reviewed the prototypes with everyone involved, not just the designers and engineers, to discuss what worked and what didn’t. That information fed into another round of prototypes, and so on, until they had perfected the product. Try working this way. For example, if you are creating a presentation, develop multiple storyboards and graphic designs to review with your team. Hone in on the best, incorporate feedback, generate new alternatives, and review again. Reiterate until it meets your awesome classification.

Create an entire soup-to-nuts experience – Purchasing an Apple product isn’t just about obtaining a great product. The experience of buying it in a store, opening the carefully designed packaging, plugging it in, reading the brief instructions, and seeing it boot up have all been carefully curated. Create an end-to-end experience for one of your work products with your team. Using a presentation as an example, consider the setup of the room, the sounds and graphics playing while people sit down, how people will transition into the start of the presentation, how they will interact throughout, and know that it is over.

Foster collaboration and chance encounters – The Apple and Pixar offices are designed so that employees can mingle and have ample opportunities for a chance encounters, for instance, having one big, central bathroom rather than several. Steve was a big believer in serendipitous meetings where people would hang out, share ideas, and have fun together. While you are Steve, find ways to foster chance encounters and engage others in some fun. Put your chair outside your office to work, gather your team together for some garbage can basketball, and hold impromptu meetings in the hallways or cafeteria.

Find ways to promote yourself – Steve was master of self-promotion, often to the chagrin of his team members because he took credit for their ideas. However, he did know how to build anticipation for his work and was a master showman, as evidenced by his shareholder meetings. Create some positive publicity for yourself and your team by creating commercials or articles, doing interviews, or requesting presentation time at departmental meetings. Review your schedule every day to look for opportunities to promote yourself and drop teasers about your work to build curiosity.

Additional Resources

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Role play Instructions

Page through the profiles and read the summary sections with the lessons, goals, principles, traits, and values. Find one that “speaks” to you or that has a lesson you could use at the moment. Liking the person or sharing that person’s values is irrelevant, though it may require slightly more effort on your part. Keep in mind that you control the experience and can adopt as much or as little as you feel comfortable doing. Most of the changes you will be making will be internal, in your thought processes and resultant behaviors, and you are not expected to impersonate someone outwardly like you would for Halloween or a play. Explanation of sections:
  • Demeanor – This section describes clothing, speech, and eating habits to adopt. The purpose of this is to break out of your routine and ingrained patterns of behavior. If you start the day eating or dressing differently, you will be more likely to act differently. Use your judgment to determine the extent of the changes needed to change your habits without being disruptive.
  • Activities Alone – Conduct these activities first as they are meant to help you get into character and better understand that person’s values and motivation. They are also indicative of activities the character performs on a regular basis. Again, use your judgment regarding which activities make sense for you, but please make sure you do at least some.
  • Activities with Others – Again, choose which activities pertain most to your situation. These are an excellent opportunity to practice being your persona and solicit advice from others on “What would this person do?”
  • Behaviors – While activities are one-off or have a concrete start and end, the behaviors and questions should be ongoing when you are enacting the profile.
It should take you somewhere between 1-3 weeks to master the character. We recommend that you plan on two weeks, and continue if you need more time to fully internalize the persona. Thinking like the persona or exhibiting their behaviors without thinking are signs that you have internalized the skills. We encourage you to tell the people you are with what you are doing so that they can help you master the character and provide feedback. It’s perfectly acceptable to ask others what they think that person would do.
If you have trouble getting started or feel stuck, just ask yourself “What would this person do?

Instructions

Here are some suggestions for using the icons. Click on the i icon to open this box again.

One-on-Conversations

The icons are useful when conducting any kind of port mortem or difficult conversations, like project, progress, or performance reviews. 

Each person chooses a card that reflects the perspective he wants the other to hear. One person shows the card, and, together, both brainstorm the feedback that the persona would give. Repeat using the second person’s chosen card. Both compare and contrast the feedback and agree on lessons going forward. If deadlocked or otherwise desired, they can choose a third card and perform the feedback again

Expectations Setting

Use the icons at the start of project or with a team to understand each person’s default behaviors and identify potential conflicts.  

Each person chooses three cards: one that best represents her, one that she would most like to work with on the project, and one she would least like to work with. Each discusses her picks and agrees to actions for working together.

Team building

The goals are to create awareness of missing skills and traits on the team, use the personalities to fill those gaps, and to improve team creativity by role-playing other perspectives.

Review the cards to determine which personas the team needs but is lacking. Conducting the expectations setting exercise first may help. Create virtual seats for these leaders and assign team members the responsibilities for representing these perspectives.

 

Brainstorming

During brainstorming, choose cards at random and generate ideas as the leader personas. Alternately, team members can act as the leaders during the meetings.

Meeting feedback

At the end of the meeting, each participant, including the meeting leader, chooses a card, either randomly or deliberately, and takes turns providing feedback in the manner of the personality. Alternately, the meeting leader can choose cards at random and ask participants for feedback in that leader’s perspective.

Personal Development (method acting)

1. Look through the profiles and read the summary sections with the lessons, goals, principles, traits, and values. Find one that “speaks” to you or that has a lesson you could use at the moment. Liking the person or sharing that person’s values is irrelevant, though it may require slightly more effort on your part.

2.  Keep in mind that you control the experience and can adopt as much or as little as you feel comfortable doing. Most of the changes you will be making will be internal, in your thought processes and resultant behaviors, and you are not expected to impersonate someone outwardly like you would for Halloween or a play.

3. Explanation of sections:

  • To get into character– This section describes clothing, speech, and eating habits to adopt. The purpose of this is to break out of your routine and ingrained patterns of behavior. If you start the day eating or dressing differently, you will be more likely to act differently. Use your judgment to determine the extent of the changes needed to change your habits without being disruptive.
  • Activities Alone – Conduct these activities first as they are meant to help you get into character and better understand that person’s values and motivation. They are also indicative of activities the character performs on a regular basis. Again, use your judgment regarding which activities make sense for you, but please make sure you do at least some.
  • Activities with Others – Again, choose which activities pertain most to your situation. These are an excellent opportunity to practice being your persona and solicit advice from others on “What would this person do?”
  • Behaviors – While activities are one-off or have a concrete start and end, the behaviors and questions should be ongoing when you are enacting the profile.

4. It should take you somewhere between 1-3 weeks to master the character. We recommend that you plan on two weeks, and continue if you need more time to fully internalize the persona. Thinking like the persona or exhibiting their behaviors without thinking are signs that you have internalized the skills. We encourage you to tell the people you are with what you are doing so that they can help you master the character and provide feedback. It’s perfectly acceptable to ask others what they think that person would do.

5. If you have trouble getting started or feel stuck, just ask yourself “What would this person do?