-Zheng Fei, CEO of Huawei Technologies Co., Ltd.
"Jobs's firm belief in the power of technology has given us the knowledge and strength to reshape the face of civilization. "
-Microsoft founder Bill Gates
"He left us far more than the products he created or the enterprises he created. His legacy lies in the millions of people he inspired, in the life he changed, and in the culture he defined. "
-Twitter founder Jack Dorsey
His name is Steven Jobs.
We live in a digital age. The 0 and 1 in the digital line determine the communication information, the music we hear and the video we see. Our mobile phones and computers have become the transmitters of these information and an important tool for us to contact the world.
When it comes to computers, you will think of the ultimate technology and performance of Macbook. Speaking of mobile phones, I think of iPhone, which is surpassed every year, but iPhone is still iPhone; Speaking of music, iPod is the key to the digital music world. When it comes to movies, Pixar is inevitable. Behind all this, there is always a great man: Steve Jobs.
Jobs is regarded as a symbolic figure in the computer industry and entertainment industry, and has created a series of electronic products that are popular all over the world, which has profoundly changed the communication, entertainment and even lifestyle of contemporary people.
In terms of computer hardware, the first small personal computer in human history was produced by Apple, which was founded by Jobs. 1977, Apple introduced the world's first personal computer at the World Science and Technology Exhibition, which was also the first personal computer in human history and changed the history of computer development.
In terms of software, the first computer graphics operating system in human history was also designed and developed by Steve Jobs' Apple Company. He determined the prototype of mouse and keyboard. In other words, the computer prototypes widely used in all walks of life and everyone, from hardware to operating system, were laid by Jobs and have not changed much so far.
In addition to Mac and iPhone, Jobs also launched the iPod digital player, which opened the era of digital music. In addition, it is also the founder of MacBook, iMac, iPad and iTouch, which are all popular products in the world.
Apple, founded on 20 18, became the first company with a market value exceeding one trillion in human history. In 2022, its market value reached 3 trillion yuan, making it the most valuable company on earth.
02 Starting from leaving Apple
0 1) Jobs and the next one: out of control and paranoia
Jobs is most famous for his paranoia about perfectionism. This one-sided pursuit of perfection will put enterprises in a dilemma without positive feedback from the market.
Jobs and he are determined to design the next computer | network into a black cube.
1985, after the Macintosh computer, a product led by Jobs, went on the market and quickly failed, Jobs was driven out of the Apple kingdom he personally created.
At the moment when he fled from Apple, Jobs firmly believed that he had got rid of multiple oppression and regained the freedom he had longed for. But at the same time, he also lost control.
Jobs, who left Apple, founded the second technology company NeXT. When Jobs invited paul rand to design the next trademark, it cost $654.38 million+. On the one hand, because the designer's most famous design is IBM's trademark, Jobs also wants to compete with IBM. On the other hand, it is Jobs' more uncontrollable passion for perfectionism.
After starting production, Jobs' passion for perfection was out of control. When he noticed the fine lines left by the mold on the chassis, he would fly to Chicago to persuade the mold workers to recast it until it was perfect. This also leads to the high cost of NeXT products, which can not be controlled within $3,000. One case alone is very expensive. The staff said, "The original budget for the whole chassis was 50 yuan, but it cost 50 yuan just for painting." Because Jobs wanted the paint quality of the chassis to be the same as the titanium arm he saw on the $4,000 turntable, he sent three employees to General Motors to learn how to paint.
Therefore, it is conceivable that after 1989, NexT spent nearly seven years selling only 50,000 machines, Jobs had to stop hardware manufacturing.
In the same period of NeXT, Jobs bought the cg animation department of Lucasfilm (later Pixar) at a cost of10 million dollars in 1986.
02) Jobs and Pixar: Better, change.
Back and forth, Jobs injected $50 million into Pixar, but by the early 1990s, Pixar's hardware business could not go on. Jobs sold the hardware department and cut all sales. Jobs hoped that the company would decide to focus on software and animation.
Jobs took a photo with Pixar executives. On his left is Cuttum, followed by lasseter Pixar.
The turning point appeared in 1995. Pixar spent a long time with hardware and software that could not be sold, and Toy Story was born with the help of stories dug up by animation master john lasseter and others at a high price. This animated film has made $360 million at the box office around the world. Ten years before that, Jobs wanted Pixar to sell high-quality software and computers, but no one cared. But when these technologies were made into a beautiful story, they were quickly recognized. In this way, Jobs thought deeply about the combination of technology and humanity.
At Pixar, Jobs gradually realized that the best management skill is to let go and give himself enough space for his outstanding talents, although this is contrary to his nature. To some extent, Pixar has been full of innovative blood because of Jobs' inaction.
"People often hear about some bad behaviors of Jobs in his early days. They think that Jobs created a great apple, not like that. It was Jobs who learned and changed from his mistakes, and he made a great apple. " Cuttum, the founder of Pixar, said, "Later, I saw some changes in him that surprised me. He really learned to listen, he had empathy, and he began to care very much about other people's feelings. He made it a part of himself. These qualities come together, and the changes that have taken place in him are so real and profound, leaving a great growth curve. "
03) Jobs and Apple: Return, Focus and Outbreak
1996, Apple bought NeXT for $2.8 billion, so Jobs returned to Apple and was appointed as interim CEO the following year. At that time, he met Ivor Jonathan and they started to build the next generation iMac.
In the 1990s, people were full of heavy and rigid enterprise PCs, and standardized and streamlined manufacturing made the computer industry the same. The color personal computer iMac G3 created by Steve Jobs lit up the market. Apple brought it back to life and once again subverted the image of personal computers.
After Jobs took charge of Apple again, he first made an advertisement, which set a tone for the apple tree: Think Different. It is worth mentioning that there are two versions of this advertisement. One version was recited by Jobs himself, and the other was recited by an actor. Jobs asked the platform to play the actor version. "If I play my version, the advertisement will be branded with me. But this advertisement is not about me, it is about the company. " The CEO of extreme ego seems to have disappeared.
But his stubbornness and passion have long been integrated into Apple, creating today's Apple.
03 Jobs 10 Quotations
0 1. Your work will occupy a large part of your life, and the only way to make you truly successful is to do what you think is great. The only way to achieve great things is to love your career. If you haven't found it yet, keep looking and don't stop. If you find it, you will naturally understand.
I think if you have finished one thing well, you should do some other wonderful things, don't stay in the past for too long, and think more about what you should do next.
I didn't realize it at the time, but it turned out that being fired from Apple was the best thing in my life. The dullness of failure is replaced by the ease of starting over, and everything is not fate. It liberated me and let me enter one of the most creative periods in my life.
04. The difference between a leader and a follower lies in the ability to innovate.
You can't just ask customers what they need and then try to make it for them. Otherwise, when you do it, they already want something new.
06. The thing I love most in my life costs nothing. Obviously, our most precious resource is time.
07. My business model is similar to the Beatles. The four of them can control each other's negative tendencies. They are in balance with each other, and the total number is greater than the sum of the parts. This is my view of business: great things in business are never done by one person, but by a group of people.
08. Our DNA is a consumer company-serving customers who agree or disagree. This is our idea. We believe that our job is to be responsible for the complete user experience. If it doesn't meet the standard, it's our fault, simple and clear.
09. I respect step by step very much. I have done similar things in my life, but I am always attracted by more revolutionary changes. I don't know why, because they are more difficult, which makes my emotional pressure even greater. You usually go through a period of time, and everyone tells you that you are a complete failure.
10. It doesn't matter to me to be the richest man in the cemetery. It is more important for me to tell the wonderful things we did before going to bed at night.