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Steve Jobs

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									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
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
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. 

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