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 How did Steve jobs redefined the role of CEO as Chief innovator? Analyse its pros and cons
Expose Yourself to Diverse Experiences. Steve Jobs once said that
creativity is connecting things. The key to “thinking differently” is to perceive
things differently; in order to perceive things differently, a leader must be
exposed to divergent ideas, places and people. This will force your brain to
make connections it otherwise might miss.
Steve Jobs did this his entire life. Jobs dropped out of college so he could
“drop in” to those classes that really interested him — such as calligraphy.
Those classes would come back to him years later when he designed the
Mac, the first personal computer with beautiful fonts. Jobs wanted the
Apple II to be the first personal computer that people would use in their
homes, so he sought inspiration from the kitchen appliance aisle at Macy’s.
And when Jobs hired musicians, artists, poets, and historians on the
original Macintosh team, he was exposing himself to new experiences and
novel ways of looking at a problem.
Put a Dent in the Universe. Innovation requires a team and
your leadership skills cannot inspire evangelists unless you offer a
compelling company vision. In 1977 a young software programmer, Rob
Campbell, was excited about the emerging class of personal computers
and began searching for a position at one of the companies at the forefront
of the revolution.
Campbell first visited Tandy Computers. “What is your vision for the
personal computer?” he asked. “We think it could be the next big thing on
everyone’s wish list for the holiday season!” Tandy executives exclaimed.
Uninspired, Campbell visited Commodore, a company that introduced a
personal computer in 1977. Commodore’s stock was trading at less than
one dollar a share. “What is your vision for the personal computer?”
Campbell asked. “We think it could help our stock rise above two dollars a
share,” Commodore executives said excitedly.
Still uninspired, Campbell then decided to take Steve Jobs up on an
invitation to meet for lunch. “What is your vision for the personal
computer?” Campbell asked Jobs. Campbell said what happened next still
gives him goose bumps. “Steve Jobs was a magical storyteller,” Campbell
told me. “For the next hour, he talked about how personal computers were
going to change the world. You couldn’t help but buy in.”
Passion is the fuel that gives you energy to pursue your dreams, but vision
gives the rocket direction. Articulate a bold vision with communication
skills and give your team and colleagues the direction they crave.
Sell Dreams, Not Products. Steve Jobs didn’t rely on focus groups but he
understood his customers really, really well. Yes, sometimes better than
they know themselves!
When Jobs returned to Apple in 1997 after a 12-year absence, Apple faced
an uncertain future. Jobs closed his presentation that year at Macworld in
Boston with an observation that set the tone for Apple’s resurgence: “I think
you have to think differently to buy an Apple computer. I think the people
who do buy them do think differently. They are the creative spirits in this
world. They are people who are not out to get a job done; they are out to
change the world. A lot of times people think they’re crazy, but in that
craziness we see genius.”
See genius in your customers and in your employees. Nobody cares about
your company or product. They care about themselves, their dreams, and
their goals. Help them achieve their aspirations and you’ll win them over
the Steve Jobs way.
Say No to 1,000 things. Steve Jobs once said the secret to innovation
comes from “Saying no to 1,000 things.” In other words, Jobs was as proud
of what Apple chose not to do as he is about what Apple did. This
philosophy helped Apple introduce products that wow consumers because
of their elegance and simplicity.
In October 2008, Apple introduced its next-generation MacBook laptop
computer. Apple design guru, Jonathan Ive, told the audience that Apple’s
new “aluminum unibody enclosure” eliminated 60 percent of the computer’s
major structural parts. Reducing the number of parts naturally made the
computer thinner. Contrary to what you’d expect, eliminating parts also
made it more rigid and robust — the computer was stronger. According to
Ive, “We are absolutely consumed by trying to develop a solution that is
very simple, because as physical beings we understand clarity.”
Your customers demand simplicity and simplicity requires that you
eliminate anything that clutters the user experience — whether it be in
product design, Web site navigation, marketing and advertising materials
and presentation slides. Say “no” more often than “yes.”
Create Insanely Great Experiences. There are no cashiers at an Apple
Store. There are specialists, creatives — even geniuses — but no cashiers.
Although the Apple Stores have no commissioned sales staff, they
generate more revenue per square foot than most other widely-recognized
brands. Apple created an innovative retail experience by studying a
company known for its customer experience — the Four Seasons Hotels
and Resorts. According to Ron Johnson, Apple Senior Vice President of
Retail Operations, Apple Stores would attract shoppers not by moving
boxes, but by “enriching lives.” Apple would offer customers a conciergelike experience, much like a customer would receive in an elegant hotel.
Enrich lives and watch your sales soar.
In a documentary on the making of the film, Jaws, Steven Spielberg said
that he was forced to improvise when the mechanical shark failed. He
asked himself, “What would Hitchcock do?” The answer: Hitchcock would
never show the shark. The global economy is in the jaws of the worst
recession in decades. How can your company emerge from the recession
stronger, more inspired and more innovative than ever? Look at history as
a guide and ask yourself, “What would Steve do?”
Pros:
1. Visionary Leadership:
Pro: Jobs' visionary thinking led to groundbreaking innovations like the iPhone, iPad, and
MacBook. His ability to foresee trends and create products that people didn’t know they
wanted revolutionized the tech market.
2. Focus on Design and User Experience:
Pro: Jobs emphasized the importance of design and user experience. By making technology
intuitive and aesthetically pleasing, he enhanced customer satisfaction and set Apple
products apart from competitors.
3. Integrated Ecosystem:
Pro: Jobs advocated for a seamless ecosystem where hardware and software worked
harmoniously. This approach created brand loyalty as users found it convenient to stay
within the Apple ecosystem, enhancing customer retention.
4. Attention to Detail:
Pro: Jobs was known for his meticulous attention to detail, ensuring every aspect of a
product was refined. This commitment to quality elevated Apple's products, enhancing their
appeal and perceived value.
5. Marketing and Branding:
Pro: Jobs was a master at marketing. His keynotes were highly anticipated, generating
immense media coverage and consumer interest. His storytelling skills created an emotional
connection between consumers and Apple products.
Cons:
1. Perfectionism and Control:
Con: Jobs' pursuit of perfection led to a culture of intense scrutiny and control. This could
stifle innovation by discouraging employees from taking risks or proposing unconventional
ideas.
2. Limited Product Range:
Con: Under Jobs, Apple focused on a limited range of products. While this strategy ensured a
high standard, it also limited the company's market reach and potentially missed
opportunities in emerging product categories.
3. Resistance to Market Trends:
Con: Jobs was known to resist certain market trends. For example, he initially dismissed the
idea of smaller tablets, only to introduce the iPad Mini later. Such resistance could delay
entry into potentially profitable markets.
4. Work Environment Intensity:
Con: Jobs' demanding work style and high expectations created an intense work
environment. While it drove results, it also led to stress and burnout among employees,
potentially affecting their well-being.
5. Success Dependency:
Con: Jobs' approach was deeply ingrained in Apple’s identity. His passing raised concerns
about Apple’s ability to innovate without his direct influence, highlighting a potential overdependency on his visionary leadership.