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Editor's Notes

• #2: A pirate culture – no formal system Flying the flag Apple II vs Mac The team and Innovation rule The Peter Drucker argument The hallway meeting
• #3: Welcome - Walk on stage - lights up. Welcome, on stage, Thank you, I’m Jay Elliot, former Sr VP of Apple and only insider to write books about Apple and Steve Jobs. After 30+ years at IBM, Intel and Apple... The main question “Why did I write this book? I was very shocked at Steve’s death and needed to give Mgt. advice The Isaacson book was very negative and missed who Steve was I do not believe Steve ever read the book Steve was an inspirational leader and manager 97 on the Glassdoor rating, Cook 96, Whitman 76 Practical examples needed to be stated from my experience with Steve
• #4: Meet Steve at a restaurant How we looked, it worked Found out his philosophy of the interview -Find out the persons vision and passion -Do they fit the culture -Ask the hard questions, “have you ever been fired” -Why did you leave IBM, didn’t they listen to you. Now let me tell you how great Apple is and what my vision is.
• #5: The Product Vision based on customers needs They don’t know all their needs yet Interview by a newspaper with Steve about his vision – it was to change the world through very happy users. Other CEO’s interviewed – Shareholder value, stock price, P/L Make markets don’t just enter markets Control the whole product The Peanut story
• #8: Steve “no keyboard” Blackberry CEO – the strength of Blackberry is the keyboard Kodak engineer filed a patent for a digital camera in 1976 Heros – Land Polaroid Microsoft Zune – its not about MP3 players Vista failure xBox success IBM failure – protect the computer room
• #11: Setting standards User interface Simplicity iPod fish tank story Secrecy – technology now a commodity Quality – Braniac bar No manuals!! This years CES show
• #12: The selection process Well defined jobs Don’t limit the search – Stanford/Restauants Interview – capture who the person is, not the resume The team validates Top 10 rule – A’s know other A’s Team leaders responsibility The Monday meeting
• #13: Black Weds. Create Apple values – worldwide Japan story Empathy for Customers/Users Innovation/Vision Do not violate the product for profit Steve’s return to Apple in 1999 The values were still there, why he was so successful, quickly The myths – don’t get caught in the elevator with Steve “what have you done for me today” Lowest turnover rate in Silicon Valley
• #16: Stock – employee shareholders User culture – test on first day of employment UPS story Thanks @ $100 T-shirts’/ parties Mac Jack and the Heartattack The buddy system
• #17: Apple/Lisa vs. Mac Skunkworks – Texaco Towers Protect innovation with inside teams The sales Channel The Apple store business
• #18: IBM – Santa Teresa Lab story Original campus- IM Pei What is it: Team common areas Privacy Interacting areas – forced to meet Outside awareness
• #19: The goal change the world The Steve Jobs legacy – we may never see this again Swagger/Language Bob Dylan Product passion Sweat the details Act like a pirate Be your best customer Radio the day after he died – the Bayou man, the Iranian man His contribution to society TOTAL BOOK DONE ON AN IPAD WITH VOICE RECOGNITION
• #20: The goal change the world The Steve Jobs legacy – we may never see this again Swagger/Language Bob Dylan Product passion Sweat the details Act like a pirate Be your best customer Radio the day after he died – the Bayou man, the Iranian man His contribution to society TOTAL BOOK DONE ON AN IPAD WITH VOICE RECOGNITION
• #21: The goal change the world The Steve Jobs legacy – we may never see this again Swagger/Language Bob Dylan Product passion Sweat the details Act like a pirate Be your best customer Radio the day after he died – the Bayou man, the Iranian man His contribution to society TOTAL BOOK DONE ON AN IPAD WITH VOICE RECOGNITION