Steve Jobs
by Walter Isaacson
Personal Rating: 2.5 / 5
TOPdesk NL Book Club Rating: 1.5 /5
Book Club Review
This book scored low in our TOPdesk Book Club. It was noticeable, as the author also indicated at the end of the book, that opinions on Steve Jobs are divided, primarily because of how he treated others. For some, this significantly detracts from his achievements. TOPdesk's culture and values are almost the antithesis of the behaviour Jobs often displayed.
It's an interesting consideration, especially since many of those behaviours are seen as unacceptable in today's society. However, the discussion seems to be ongoing regarding what level of behaviour is acceptable when performing under the high pressure of playing at a world championship level.
What's more, there wasn't much information or thought-provoking content that could trigger change in the work environment.
My Reflections
Favorite part of the book was learning about Apple's beginnings, Steve Jobs' lasersharp focus, passion, and personality.
Least favorite aspect was the repetitive and lengthy examples. It was an easy read but felt long due to some drawn-out situations.
Scenes that stuck were about:
- How Jobs learned craftsmanship from his dad.
- An early deal with Wozniak who he didn't tell about all the details.
- Multiple moments where Job's showed an asshole attitude.
- The rise of Pixar.
- When he returned to Apple and created enormous focus bringing the product back to 4 simple categories.
- How his integrated 'closed' approach paid off in future product decisions, iPod and iTunes.
- How he got the record companies on board for iTunes.
- Jobs' period of illness.
Reading the book shifted my opinion of Jobs, before the book I had more of a 'hero' picture of him. The book initially gave an "asshole" impression of Jobs, but feelings became more mixed as it progressed.
What surprised me was Jobs' relationship with his daughter, his diet, emotional responses and negotiation skills. But also how involved he could be with the smallest details, the fact that he even had his name on certain stair design pattents shows how much he cared about these things.
The book reminded me of the book "Almost Perfect" which tells the story of the rise of Wordperfect and the owner being forced out. And the book "Trillion Dollar Coach." referring to Bill Campbell who played a big role at Apple as well.
Impactful ideas
Focus & Simplicity
The Clarity of Purpose
During a meeting about MobileMe, Apple's attempt at cloud services, Jobs was famously blunt. After asking his team to explain the purpose of MobileMe, he challenged them with a pointed question: “So why the fuck doesn’t it do that?” This moment underscored Jobs' insistence on clarity of purpose. He believed that a product should do what it's supposed to do, without any confusion or complication.
Lessons from Buddhism
Jobs' minimalist approach was partly influenced by his interest in Buddhism, which taught him that material possessions often complicate life more than they enrich it. This philosophy translated into his work; he aimed to create products that served as tools to enhance life, rather than distractions that cluttered it.
The Quadrant Strategy
Jobs' strategy for product focus was crystallized in a simple matrix. He drew two columns labeled "Consumer" and "Pro," and two rows labeled "Desktop" and "Portable." His goal was to create four excellent products, one for each quadrant. This approach was a stark contrast to the prevailing industry trend of offering a multitude of options. Jobs' focus was on making a few products exceptionally well rather than diluting the company's efforts across many.
Commitment to Excellence
Jobs was known for his emotional investment in his work, which is exemplified by his insistence on moving to "slot mode" for the iMac's CD drive, despite the technical challenges. He was willing to delay the launch of a product until it met his exacting standards.
Prioritizing Priorities
Jobs insisted that Apple should never be overwhelmed by too many priorities. He believed in concentrating on two or three key objectives at any given time, a strategy that allowed him to turn off the noise and distractions that could derail focus.
Innovation Through Simplicity
Many of the features we take for granted today were born out of the pursuit of simplicity. For instance, the "Swipe to Open" feature on the iPhone was a creative solution to prevent accidental calls or music playback. Jobs' aversion to on-off switches led to an elegant and user-friendly interface that was both simple and enjoyable to use.
Integrated Design
Apple's approach to creating products is deeply rooted in the philosophy of integration, which was significantly influenced by Steve Jobs' vision for the company. Jobs envisioned Apple as a company that would deliver the first fully packaged computer, one that would come with a great case, a built-in keyboard, and be integrated from the power supply all the way to the software. This vision was not just about the aesthetics or the functionality of the products, but also about having complete control over every aspect of the product development process.
The insistence on end-to-end integration gave Apple a significant advantage when it came to developing a digital hub strategy. This strategy allowed Apple's desktop computers to connect seamlessly with a variety of portable devices, creating an ecosystem that was greater than the sum of its parts. The iPod is a prime example of this strategy in action. It was part of a closed and tightly integrated system that required the use of Apple's iTunes software and content from its iTunes Store. This integration resulted in a user experience that was elegant and delightful, standing in stark contrast to the more cumbersome rival products that lacked a seamless end-to-end experience.
The iPod's success, followed by the iPhone and iPad, proved that consumers valued the integrated experience that Apple offered. The company's commitment to controlling every aspect of its products, from hardware to software, has been a key factor in its ability to deliver products that are not just technologically advanced, but also provide a user experience that is intuitive and enjoyable. This philosophy of integration, control, and seamless user experience continues to be a cornerstone of Apple's identity and success in the tech industry.
Reality Distortion Field
Steve Jobs's charisma and its effects on people working with him on projects led to the creation of this term. Things that often seemed impossible to pull off often did.
When we talk Apple, we often hear about the 'Reality distortion field'—a term that has come to describe the reality-bending achievements that seem to defy the norms of the tech industry. One such instance that stands out is a story involving Bill Gates, a man who is no stranger to technological innovation himself.
Gates was not one to be easily impressed, especially by aesthetics. The idea of designing crazy-colored computer cases was a trend that he found less than remarkable. However, there was one particular accomplishment by Apple that caught his attention and admiration. It was not about the external flair or the visual appeal of their products, but rather an internal revolution that would set a new bar for what was possible in the tech world.
The secret program that Apple undertook was nothing short of audacious: they decided to switch the CPU, the central processing unit and the heart of any computer, with a different one. This task was not just about swapping out a component; it was about ensuring that the entire ecosystem of the computer's hardware and software continued to function seamlessly after such a fundamental change.
Years later, when reflecting on the achievements of Steve Jobs and his team, Gates expressed his amazement at this particular endeavour. "If you’d said, ‘Okay, we’re going to change our microprocessor chip, and we’re not going to lose a beat,’ that sounds impossible,” he admitted. The tech industry was well aware of the complexities and risks involved in such a transition. It was a move that could potentially disrupt production, alienate users, and introduce a plethora of technical issues.
Yet, Apple did it. They executed the switch with such finesse that it seemed as though nothing had changed, even though everything had. This was a testament to the meticulous planning, the technical prowess, and the visionary leadership that defined Apple at the time. It was a clear demonstration of the 'distortion field' at work, where the impossible was made possible through sheer will and expertise.