Inside Steve's Brain Review (2)

As promised I finally post the second part of the book. Not quite as promised actually, as I fail to meet the target date to some friends. Hope they will understand.

The next part of the book, describe Jobs landing as the iCEO (interim CEO of Apple) and the things he did to straighten out everything that went very wrong at that time.

Simplicity

Kahney describes Jobs as a more of a minimalist dude than a complicated geek. This statement was backed up by several steps he made during his first rolled out at Apple.

• Everything from organization chart to products was streamlined. The org chart is very clear and direct. Everyone has a clear reporting line, no more redundancy. Jobs also replaced the old board members but one, which he didn’t describe as part of the old troops.

• During that time Apple sold more than forty products from ink jet printer, computer, to computer casing. This was clearly not working, as the company was very close to bankruptcy. Jobs booked a meeting room and asked each product group to present and sell their products to him. Kahney describe the sessions as hard selling sessions as he slashed most of the products including the famous Newton hand held (competitor of Palm PDA then). The slash down of Newton was reportedly a vengeful step from Jobs, as Newton was Sculley's (who sacked him back in 1984) baby.

iPhone and its predecessor, the Newton handheld.

• Like the conventional common practice, Apple then products was filled with features (feature creeps). Jobs asked each team to simplify their product features.

Focus (= Saying No)

Staying focused is one of Jobs’ best qualities. He’s described to be very good at it. Apple’s next big product was the iMac (pictured here).

The Organic candy colored iMac

• The iMac is one of the first computer to use USB connection and it has no floppy drive, as opposed to conventional then computers. Jobs ordered Cordell Ratzlaff to present the mock up interface for the OS 8 and quite impressed with him saying that Ratzlaff was the first man in the company with 3 digits IQ.

• Another anecdotal situation was the “getting Steved” slogan famous around Apple’s employees. In 1997 there were rumors that Jobs cornered luckless employees in an elevator and ask questions of their contribution to the company. If the answer wasn’t satisfactory the poor employee will be fired on the spot. This situation grew fear around employees, but Kahney doesn’t describe further detail or proof that the rumors were true.
  

Next…. The Think Different Campaign

Inside Steve's Brain Review (i)

Just last Saturday I have got the precious 'me-time' to start reading this book - I read it in the car on my way to my cousin's house. Though I've only read about 50 pages, I have to say I enjoy every minute of it. So far Kahney realistically explained brief introduction on Jobs' character, which are (among others) narcissistic, dominant, obsessive, pushy, filthy temper, perfectionism, the desire for total control, sometimes cruel and freaking loud!

The book also describes that he was not actually sacked from Apple, he resigned before being sacked. Several years later he founded Pixar Animation Studio (Toy Story 1-3, Finding Nemo, etc) and NeXT.

Some of the Animated Movies produced by Pixar

Later, Gil Amelio (Apple then CEO), bought NeXT, hoping to rely on its product (a robust OS) to replace old Mac's. Jobs returned to Apple in 1996 as Gil Amelio's Special Advisor. So far...he had no intention of coming back to the company which he built in his room several years ago. Jobs believed that there is no hope for Apple. He even sold 1.5 million Apple shares (paid by the company for his advisory service)... but one single stock (for memorabilia purpose).

Gilbert Amelio - previous CEO of Apple

July 1997, Apple's board asked Amelio to resign following large string of losses (probably the biggest in the history of Silicon Valley) and replace him for Jobs. Few people think that Jobs was backstabbing Amelio. But the condition seemed to prove the opposite. It was out of character that Jobs will backstab Amelio. I say... if he wanted the position he will stab Amelio right to his face rather than his back. That's how it works for Jobs.

(to be continue)