A Book Review by Daniel R. Murphy
Title and Author: Steve Jobs by Walter Issacson
Synopsis of Content:
This is an in depth study of the life of Steve Jobs, co-founder of Apple Computer and one of the most instrumental people in the development of the personal computer and other digital products.
Jobs was a genius, an artist, a successful businessman, a corporate leader, a thought leader, an innovator, a rebel and an eccentric. In the late 1970s he dropped out of Reed College in Oregon and founded Apple with his friend Steve Wozniak in 1976. He developed the concept of a fully integrated personal computer with software and hardware that Apple controlled exclusively. He was forced out of Apple in 1985 and went on to form his own company to build the NeXt computer. He then became a key player in Pixar and helped launch it as the most successful digital animation producer in the world. Apple eventually purchased Pixar.
In 1994 he returned to Apple at their invitation when the company was not doing well. What followed was one product success after another with the iMac, the iPod, iPhone, iTunes and iPad. On October 5, 2011 Jobs died of pancreatic cancer which he had struggled with for over six years. He was 56.
In addition to telling the story of Apple and Job’s influence on it and its products, the book delves into his personal life and his personality. Few punches are pulled. Jobs is depicted as narcissistic and often brutal in his relationships with colleagues, friends and family. He generally put his work before everything else. His relationships with his children were often troubled. He had little contact with his first daughter, Lisa.
In 1991he married Laurene Powell, a business student. Their marriage is described as successful though Powell had to learn to live with someone who was often difficult.
Jobs was known for being brutally honest in his work. He would declare a proposed idea or product “shit” and demean the people involved in it. He claimed his single aim was to assemble A class people to build A class products to serve the public in the best possible way. He had a unique ability to get the most performance out of people who respected him despite his often difficult inter-personal style. He also would lavish praise on people and their work when he liked it. People often found themselves liking him despite his rough edges.
He was famous for perfecting the “launch” of a new product with a carefully planned stage presentation. New products were kept secret until he unveiled them at these presentations. He was a master at public relations and marketing. He did not believe in asking the customer what they wanted. Rather, he believed it was his role to discover what the next big thing should be and then educate the public about it. He would tell them what they needed and this was almost always successful.
His artistic and design emphasis kept a focus on hardware and software that was elegantly designed. At the same time he possessed a vision of the future while paying excruciating attention to detail.
The computer industry developed along two separate tracks: the open system where software was licensed on different computers, championed by Bill Gates at Microsoft and the totally controlled and integrated model that Jobs maintained at Apple. He would rarely license any Apple software for other manufacturers. If you wanted Apple software and products you had to get them from Apple. Apple became the largest computer company and the most profitable on Job’s watch.
The book does a masterful job of showing us who Steve Jobs was as a person, a CEO, a designer, visionary and businessman. He was a complex man with a genius for knowing what the public would want before they knew what they would want.
This is an outstanding book both as a biography and a study of what makes success in business.
Reading about successful people is always useful. You can learn a lot about the importance of focus, simplicity, dedication to detail and devotion to quality from this book. You will also learn some aspects of a CEO personality which probably would not be wise to emulate.
The book is very well written. It holds your attention and is well organized. The author juggles lots of characters and time lines well. You never feel lost.
Notes on Author:
Walter Issacson is the CEO of the Aspen Institute. He has been chairman of CNN and managing editor at Time magazine. Issacson also wrote bestselling biographies of Benjamin Franklin, Henry Kissinger and Albert Einstein.
Three Great Ideas You Can Use:
- It is critical to maintain focus to be successful. It is as important to know what to say no to as to what to say yes to. Jobs always focused on perfecting a few products rather than being weighed down with too many.
- Attention to detail is as important as attention to the grand vision. Jobs understood this and launched a series of high quality products that generated customer loyalty and lots of revenue. He said he was not interested in making money but in changing the world. If he made money in the process that was fine.
- To get the most out of people you must challenge them. A high quality company needs high quality people and some ruthlessness in maintaining quality is essential to product success.
Title and Author: Steve Jobs by Walter Issacson
Copyright holder: 2011 Walter Issacson
Publisher: Simon and Schuster
Book of the Month for July 2013
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Wishing you well,
Daniel R. Murphy
Educating people for building wealth, adapting to a changing future and personal development.