The 7 Success Principles of Steve Jobs As we kick off the inspiration from other industries. At various New Year, leaders, times, Jobs has found inspiration in a phone book, entrepreneurs and Zen meditation, visiting India, a food processor at business owners Macy’s, or The Four Seasons hotel chain. Jobs are looking for doesn’t “steal” ideas as much as he uses ideas from new and other industries to inspire his own creativity. innovative ways to Principle Four: Sell dreams, not products. grow their brands. To Steve Jobs, people who buy Apple products are Who better to turn not “consumers.” They are people with hopes, to than one of the dreams and ambitions. He builds products to help most innovative people achieve their dreams. He once said, “some leaders of our people think you’ve got to be crazy to buy a Mac, time—Apple CEO but in that craziness we see genius.” How do you Steve Jobs? Through first-person interviews with see your customers? Help them unleash their Apple employees, experts, and analysts, as well as inner genius and you’ll win over their hearts and Steve Jobs’ own words over the past thirty years, I minds. discovered that there are 7 principles largely responsible for Jobs’ breakthrough success. These Principle Five: Say no to 1,000 things. Steve are described in my new book, The Innovation Jobs once said, “I’m as proud of what we don’t do Secrets of Steve Jobs, and they are principles that I as I am of what we do.” He is committed to will discuss in blog posts over the coming building products with simple, uncluttered weeks. Briefly, here are the principles that anyone design. And that commitment extends beyond can use to “think differently” about their service, products. From the design of the iPod to the iPad, product or brand. from the packaging of Apple’s products, to the functionality of the Web site, in Apple’s world, Principle One: Do what you love. Steve Jobs innovation means eliminating the unnecessary so once told a group of employees, “People with that the necessary may speak. passion can change the world for the better.” Jobs has followed his heart his entire life and that Principle Six: Create insanely great passion, he says, has made all the difference. It’s experiences. The Apple store has become the very difficult to come up with new, creative, and world’s best retailer by introducing simple novel ideas unless you are passionate about innovations any business can adopt to create moving society forward. deeper, more emotional connections with their customers. For example, there are no cashiers in Principle Two: Put a dent in the universe. an Apple store. There are experts, consultants, Passion fuels the rocket, but vision directs the even geniuses, but no cashiers. Why? Because rocket to its ultimate destination. In 1976, when Apple is not in the business of moving boxes; they Jobs and Steve Wozniak co-founded Apple, Jobs’ are in the business of enriching lives. Big vision was to put a computer in the hands of difference. everyday people. In 1979, Jobs saw an early and crude graphical user interface being demonstrated Principle Seven: Master the message. Steve at the Xerox research facility in Palo Alto, Jobs is the world’s greatest corporate storyteller, California. He knew immediately that the turning product launches into an art form. You can technology would make computers appealing to have the most innovative idea in the world, but if “everyday people.” That technology eventually you can’t get people excited about it, it doesn’t became The Macintosh, which changed everything matter. about the way we interact with computers. Xerox Simply put, innovation is a new way of doing scientists didn’t realize its potential because their things that results in positive change. Innovation is “vision” was limited to making new copiers. Two attainable by anyone at any organization, people can see the exactly the same thing, but regardless of title or position. Make innovation a perceive it differently based on their vision. part of your brands’ DNA by thinking differently Principle Three: Kick start your brain. Steve about your business challenges. Jobs once said “Creativity is connecting Carmine Gallo The Presentation Secrets of Steve things.” Connecting things means seeking Jobs and The Innovation Secrets of Steve Jobs.