hello believe nation I started the mentor me series with the goal to
mentor me series with the goal to
mentor me series with the goal to hanger-on people who’ve done a lot more
hanger-on people who’ve done a lot more
hanger-on people who’ve done a lot more than us and hopefully by spending a
than us and hopefully by spending a
than us and hopefully by spending a little more time with them some of their
little more time with them some of their
little more time with them some of their mindset their values their beliefs their
mindset their values their beliefs their
mindset their values their beliefs their habits will rub off onto us to help us
habits will rub off onto us to help us
habits will rub off onto us to help us become the best version of ourselves
become the best version of ourselves
become the best version of ourselves till today we’re going to learn from
till today we’re going to learn from
till today we’re going to learn from Steve Jobs on motivation mentor me Steve
Steve Jobs on motivation mentor me Steve
Steve Jobs on motivation mentor me Steve a lot of people come to me they say well
a lot of people come to me they say well
a lot of people come to me they say well I want to be an entrepreneur and I go
I want to be an entrepreneur and I go
I want to be an entrepreneur and I go that’s great what’s your idea and they
that’s great what’s your idea and they
that’s great what’s your idea and they go well I don’t have one yet and I say
go well I don’t have one yet and I say
go well I don’t have one yet and I say well I think you should go get a job as
well I think you should go get a job as
well I think you should go get a job as a busboy or something until you find
a busboy or something until you find
a busboy or something until you find something you’re really passionate about
something you’re really passionate about
something you’re really passionate about because it’s a lot of work and I’m
because it’s a lot of work and I’m
because it’s a lot of work and I’m convinced that about half of what
convinced that about half of what
convinced that about half of what separates the successful entrepreneurs
separates the successful entrepreneurs
separates the successful entrepreneurs from the non successful ones is pure
from the non successful ones is pure
from the non successful ones is pure perseverance it is so hard you pour so
perseverance it is so hard you pour so
perseverance it is so hard you pour so much your life into this thing there are
much your life into this thing there are
much your life into this thing there are such rough moments in time that most
such rough moments in time that most
such rough moments in time that most people give up I don’t blame them it’s
people give up I don’t blame them it’s
people give up I don’t blame them it’s really tough and it consumes your life I
really tough and it consumes your life I
really tough and it consumes your life I mean if you’re if you’ve got a family
mean if you’re if you’ve got a family
mean if you’re if you’ve got a family and you’re in the early days of a
and you’re in the early days of a
and you’re in the early days of a company it’s I can’t imagine how one
company it’s I can’t imagine how one
company it’s I can’t imagine how one could do it I’m sure it’s it’s been done
could do it I’m sure it’s it’s been done
could do it I’m sure it’s it’s been done but it’s rough for me because it’s a
but it’s rough for me because it’s a
but it’s rough for me because it’s a pretty much you know at 18 hour day job
pretty much you know at 18 hour day job
pretty much you know at 18 hour day job seven days a week for a while so unless
seven days a week for a while so unless
seven days a week for a while so unless you have a lot of passion about this
you have a lot of passion about this
you have a lot of passion about this you’re going to not survive you’re going
you’re going to not survive you’re going
you’re going to not survive you’re going to give it up so you got to have an idea
to give it up so you got to have an idea
to give it up so you got to have an idea of or a problem or a wrong that you want
of or a problem or a wrong that you want
of or a problem or a wrong that you want to write that you’re passionate about
to write that you’re passionate about
to write that you’re passionate about otherwise you’re not going to have the
otherwise you’re not going to have the
otherwise you’re not going to have the perseverance to stick it through and I
perseverance to stick it through and I
perseverance to stick it through and I think that’s half the battle right there
think that’s half the battle right there
think that’s half the battle right there it’s hard to remember how bad it was you
it’s hard to remember how bad it was you
it’s hard to remember how bad it was you know in 1980s with IBM taking over the
know in 1980s with IBM taking over the
know in 1980s with IBM taking over the world with the PC with Doss out there it
world with the PC with Doss out there it
world with the PC with Doss out there it was it was far worse than the Apple –
was it was far worse than the Apple –
was it was far worse than the Apple – they tried to copy the Apple – and they
they tried to copy the Apple – and they
they tried to copy the Apple – and they done a pretty bad job and you needed to
done a pretty bad job and you needed to
done a pretty bad job and you needed to know a lot and so things were kind of
know a lot and so things were kind of
know a lot and so things were kind of slipping backwards and Macintosh was you
slipping backwards and Macintosh was you
slipping backwards and Macintosh was you saw the 1984 commercial you know put
saw the 1984 commercial you know put
saw the 1984 commercial you know put that I hope you have that in your
that I hope you have that in your
that I hope you have that in your archives
archives
archives you know Macintosh was basically this
you know Macintosh was basically this
you know Macintosh was basically this this relatively small company you know
this relatively small company you know
this relatively small company you know in Cupertino California taking on the
in Cupertino California taking on the
in Cupertino California taking on the Goliath IBM and saying wait a minute
Goliath IBM and saying wait a minute
Goliath IBM and saying wait a minute your way is wrong this is not the way we
your way is wrong this is not the way we
your way is wrong this is not the way we want computer
want computer
want computer to go this is not the legacy we want to
to go this is not the legacy we want to
to go this is not the legacy we want to leave this is not what we want our kids
leave this is not what we want our kids
leave this is not what we want our kids to be learning this is wrong and we are
to be learning this is wrong and we are
to be learning this is wrong and we are going to show you the right way to do it
going to show you the right way to do it
going to show you the right way to do it and here it is it’s called Macintosh and
and here it is it’s called Macintosh and
and here it is it’s called Macintosh and this is so much better that it’s going
this is so much better that it’s going
this is so much better that it’s going to beat you and we are going to do it
to beat you and we are going to do it
to beat you and we are going to do it and that’s what Apple stood for yeah mr.
and that’s what Apple stood for yeah mr.
and that’s what Apple stood for yeah mr. jobs you’re a bright man here it comes
bad and clear that on several counts
bad and clear that on several counts you’ve discussed you don’t know what
you’ve discussed you don’t know what
you’ve discussed you don’t know what you’re talking about
you’re talking about
you’re talking about I would like for example for you to
I would like for example for you to
I would like for example for you to express in clear terms how say Java in
express in clear terms how say Java in
express in clear terms how say Java in any of its incarnations addresses the
any of its incarnations addresses the
any of its incarnations addresses the ideas embodied and opened up and when
ideas embodied and opened up and when
ideas embodied and opened up and when you’re finished with that perhaps you
you’re finished with that perhaps you
you’re finished with that perhaps you could tell us what you personally have
could tell us what you personally have
could tell us what you personally have been doing for the last seven years
you know you can please some of the
you know you can please some of the people some of the time but
one of the hardest things when you’re
one of the hardest things when you’re trying to affect change is that people
trying to affect change is that people
trying to affect change is that people like this gentleman are right in some
like this gentleman are right in some
like this gentleman are right in some areas I’m sure that there are some
areas I’m sure that there are some
areas I’m sure that there are some things opendoc does probably even more
things opendoc does probably even more
things opendoc does probably even more than I’m not familiar with that nothing
than I’m not familiar with that nothing
than I’m not familiar with that nothing else out there does and I’m sure that
else out there does and I’m sure that
else out there does and I’m sure that you can make some demos maybe a small
you can make some demos maybe a small
you can make some demos maybe a small commercial app that demonstrates those
commercial app that demonstrates those
commercial app that demonstrates those things the hardest thing is what how
things the hardest thing is what how
things the hardest thing is what how does that fit in to a cohesive larger
does that fit in to a cohesive larger
does that fit in to a cohesive larger vision that’s going to allow you to sell
vision that’s going to allow you to sell
vision that’s going to allow you to sell eight billion dollars 10 billion dollars
eight billion dollars 10 billion dollars
eight billion dollars 10 billion dollars a product a year and one of the things
a product a year and one of the things
a product a year and one of the things I’ve always found is that you’ve got to
I’ve always found is that you’ve got to
I’ve always found is that you’ve got to start with the customer experience and
start with the customer experience and
start with the customer experience and work backwards to the technology you
work backwards to the technology you
work backwards to the technology you can’t start with the technology and try
can’t start with the technology and try
can’t start with the technology and try to figure out where you’re going to try
to figure out where you’re going to try
to figure out where you’re going to try to sell it and I’ve made this mistake
to sell it and I’ve made this mistake
to sell it and I’ve made this mistake probably more than anybody else in this
probably more than anybody else in this
probably more than anybody else in this room and I got the scar tissue to prove
room and I got the scar tissue to prove
room and I got the scar tissue to prove it and I know that it’s the case and as
it and I know that it’s the case and as
it and I know that it’s the case and as we have tried to come up with a strategy
we have tried to come up with a strategy
we have tried to come up with a strategy and a vision for Apple it started with
and a vision for Apple it started with
and a vision for Apple it started with what incredible benefits can we give to
what incredible benefits can we give to
what incredible benefits can we give to the customer where can we take the
the customer where can we take the
the customer where can we take the customer not not starting with let’s sit
customer not not starting with let’s sit
customer not not starting with let’s sit down with the engineers and and figure
down with the engineers and and figure
down with the engineers and and figure out what awesome technology we have and
out what awesome technology we have and
out what awesome technology we have and then how are we going to market that and
then how are we going to market that and
then how are we going to market that and I think that’s the right path to take I
I think that’s the right path to take I
I think that’s the right path to take I remember with the laser writer we built
remember with the laser writer we built
remember with the laser writer we built the world’s first small laser printer as
the world’s first small laser printer as
the world’s first small laser printer as you know and there was awesome
you know and there was awesome
you know and there was awesome technology in that box we have the first
technology in that box we have the first
technology in that box we have the first canon laser printing cheap laser
canon laser printing cheap laser
canon laser printing cheap laser printing engine in the world in the
printing engine in the world in the
printing engine in the world in the United States here at Apple we had a
United States here at Apple we had a
United States here at Apple we had a very wonderful printer controller that
very wonderful printer controller that
very wonderful printer controller that we
we
we line we had Adobe’s PostScript software
line we had Adobe’s PostScript software
line we had Adobe’s PostScript software in there we had Apple talk in there just
in there we had Apple talk in there just
in there we had Apple talk in there just awesome technology in the box and I
awesome technology in the box and I
awesome technology in the box and I remember seeing the first printout come
remember seeing the first printout come
remember seeing the first printout come out of it and just picking it up and
out of it and just picking it up and
out of it and just picking it up and looking at anything you know we can sell
looking at anything you know we can sell
looking at anything you know we can sell this because you don’t have to know
this because you don’t have to know
this because you don’t have to know anything about what’s in that box
anything about what’s in that box
anything about what’s in that box all we have to do is hold the some good
all we have to do is hold the some good
all we have to do is hold the some good you want this and if you remember back
you want this and if you remember back
you want this and if you remember back to 1984 before laser printers
to 1984 before laser printers
to 1984 before laser printers it was pretty startling to see that
it was pretty startling to see that
it was pretty startling to see that people went wow yes and that’s that’s
people went wow yes and that’s that’s
people went wow yes and that’s that’s where Apple’s got to get back to and you
where Apple’s got to get back to and you
where Apple’s got to get back to and you know I’m sorry that opened docks a
know I’m sorry that opened docks a
know I’m sorry that opened docks a casualty along the way and I readily
casualty along the way and I readily
casualty along the way and I readily admit there are many things in life that
admit there are many things in life that
admit there are many things in life that I don’t the faintest idea what I’m
I don’t the faintest idea what I’m
I don’t the faintest idea what I’m talking about so I apologize for that
talking about so I apologize for that
talking about so I apologize for that too but there’s a whole lot of people
too but there’s a whole lot of people
too but there’s a whole lot of people working super super hard right now at
working super super hard right now at
working super super hard right now at Apple you know avi John Marino Fred I
Apple you know avi John Marino Fred I
Apple you know avi John Marino Fred I mean the whole team is working burning
mean the whole team is working burning
mean the whole team is working burning the midnight oil trying to and people
the midnight oil trying to and people
the midnight oil trying to and people you know hundreds of people below them
you know hundreds of people below them
you know hundreds of people below them to execute on some of these things and
to execute on some of these things and
to execute on some of these things and they’re doing the best and I think that
they’re doing the best and I think that
they’re doing the best and I think that what we need to do and some mistakes
what we need to do and some mistakes
what we need to do and some mistakes will be made by the way some mistakes
will be made by the way some mistakes
will be made by the way some mistakes will be made along the way that’s good
will be made along the way that’s good
will be made along the way that’s good because at least some decisions are
because at least some decisions are
because at least some decisions are being made along the way and we’ll find
being made along the way and we’ll find
being made along the way and we’ll find the mistakes we’ll fix them and I think
the mistakes we’ll fix them and I think
the mistakes we’ll fix them and I think what we need to do is support that team
what we need to do is support that team
what we need to do is support that team going through this very important stage
going through this very important stage
going through this very important stage as they work their butts off they’re all
as they work their butts off they’re all
as they work their butts off they’re all getting calls being offered three times
getting calls being offered three times
getting calls being offered three times as much money to go do this that the
as much money to go do this that the
as much money to go do this that the valley’s hot none of them are leaving
valley’s hot none of them are leaving
valley’s hot none of them are leaving and I think we need to support them and
and I think we need to support them and
and I think we need to support them and see them through this and write some
see them through this and write some
see them through this and write some damn good applications to support Apple
damn good applications to support Apple
damn good applications to support Apple out in the market that’s my own point of
out in the market that’s my own point of
out in the market that’s my own point of view mistakes we made some people will
view mistakes we made some people will
view mistakes we made some people will be pissed off some people will not know
be pissed off some people will not know
be pissed off some people will not know what they’re talking about but it’s I
what they’re talking about but it’s I
what they’re talking about but it’s I think it is so much better than where
think it is so much better than where
think it is so much better than where things were not very long ago and I
things were not very long ago and I
things were not very long ago and I think we’re going to get there
think we’re going to get there
think we’re going to get there I think the Macintosh was created by a
I think the Macintosh was created by a
I think the Macintosh was created by a group of people who felt that there
group of people who felt that there
group of people who felt that there wasn’t a strict division between sort of
wasn’t a strict division between sort of
wasn’t a strict division between sort of science and
science and
science and art or in other words that mathematics
art or in other words that mathematics
art or in other words that mathematics is really a liberal art if you look at
is really a liberal art if you look at
is really a liberal art if you look at it from a slightly different point of
it from a slightly different point of
it from a slightly different point of view and why can’t we interject
view and why can’t we interject
view and why can’t we interject typography into computers why can’t we
typography into computers why can’t we
typography into computers why can’t we have computers talking to us in English
have computers talking to us in English
have computers talking to us in English language and looking back five years
language and looking back five years
language and looking back five years later this seems like a trivial
later this seems like a trivial
later this seems like a trivial observation but at the time it was
observation but at the time it was
observation but at the time it was cataclysmic and its consequences and the
cataclysmic and its consequences and the
cataclysmic and its consequences and the battles that were fought to push this
battles that were fought to push this
battles that were fought to push this point of view out the door were very
point of view out the door were very
point of view out the door were very large was focused mostly was was the
large was focused mostly was was the
large was focused mostly was was the brilliant hardware engineer and focused
brilliant hardware engineer and focused
brilliant hardware engineer and focused on the core design of the computer and I
on the core design of the computer and I
on the core design of the computer and I was worrying about which parts we ought
was worrying about which parts we ought
was worrying about which parts we ought to use and how we were going to build
to use and how we were going to build
to use and how we were going to build these things and how it sort of somebody
these things and how it sort of somebody
these things and how it sort of somebody that wasn’t the Oise was going to manage
that wasn’t the Oise was going to manage
that wasn’t the Oise was going to manage to buy all the extra parts he still
to buy all the extra parts he still
to buy all the extra parts he still needed to buy and plug this thing
needed to buy and plug this thing
needed to buy and plug this thing together because you still needed to buy
together because you still needed to buy
together because you still needed to buy your own keyboard your own display in
your own keyboard your own display in
your own keyboard your own display in your own power supply and so you needed
your own power supply and so you needed
your own power supply and so you needed to be pretty much of a hardware hobbyist
to be pretty much of a hardware hobbyist
to be pretty much of a hardware hobbyist now we made the very important decision
now we made the very important decision
now we made the very important decision was to not offer our computers a kit
was to not offer our computers a kit
was to not offer our computers a kit even though you needed to buy these
even though you needed to buy these
even though you needed to buy these extra parts that the main computer board
extra parts that the main computer board
extra parts that the main computer board itself came fully assembled we were the
itself came fully assembled we were the
itself came fully assembled we were the first company in the world to do that
first company in the world to do that
first company in the world to do that everybody else was offering their little
everybody else was offering their little
everybody else was offering their little computers a kit and what that meant was
computers a kit and what that meant was
computers a kit and what that meant was was there was maybe an order of
was there was maybe an order of
was there was maybe an order of magnitude more people who could actually
magnitude more people who could actually
magnitude more people who could actually buy our computer and use it than if they
buy our computer and use it than if they
buy our computer and use it than if they had to build it themselves and the Apple
had to build it themselves and the Apple
had to build it themselves and the Apple 2 was actually the first computer to
2 was actually the first computer to
2 was actually the first computer to come fully assembled where you didn’t
come fully assembled where you didn’t
come fully assembled where you didn’t have to do anything and the reason there
have to do anything and the reason there
have to do anything and the reason there was it was our observation that for
was it was our observation that for
was it was our observation that for every hardware hobbyist someone who
every hardware hobbyist someone who
every hardware hobbyist someone who could either build the kit themselves or
could either build the kit themselves or
could either build the kit themselves or at least find these five or ten extra
at least find these five or ten extra
at least find these five or ten extra parts that needed there were a thousand
parts that needed there were a thousand
parts that needed there were a thousand potential software hobbyists and if they
potential software hobbyists and if they
potential software hobbyists and if they didn’t have to do anything with the
didn’t have to do anything with the
didn’t have to do anything with the hardware except use it ran at that time
hardware except use it ran at that time
hardware except use it ran at that time and that meant write their own programs
and that meant write their own programs
and that meant write their own programs still there was a much larger group of
still there was a much larger group of
still there was a much larger group of people that could take advantage of this
people that could take advantage of this
people that could take advantage of this so we wanted to reach them and that was
so we wanted to reach them and that was
so we wanted to reach them and that was the the real breakthrough in the Apple
the the real breakthrough in the Apple
the the real breakthrough in the Apple to my entire life’s been spent only in
to my entire life’s been spent only in
to my entire life’s been spent only in one industry which is this one and but
one industry which is this one and but
one industry which is this one and but I’ve been in it now for about 15 years
I’ve been in it now for about 15 years
I’ve been in it now for about 15 years and I’ve seen a lot of people make a lot
and I’ve seen a lot of people make a lot
and I’ve seen a lot of people make a lot of things I’ve seen a lot of people fail
of things I’ve seen a lot of people fail
of things I’ve seen a lot of people fail a lot of things and my my point of view
a lot of things and my my point of view
a lot of things and my my point of view on this or my observation is that the
on this or my observation is that the
on this or my observation is that the doers are the major thinkers
doers are the major thinkers
doers are the major thinkers the people that really create the things
the people that really create the things
the people that really create the things that change this industry are both the
that change this industry are both the
that change this industry are both the thinker doer in one person and if we
thinker doer in one person and if we
thinker doer in one person and if we really go back and we examine you know
really go back and we examine you know
really go back and we examine you know did Leonardo have a guy off to the side
did Leonardo have a guy off to the side
did Leonardo have a guy off to the side that was thinking five years out in the
that was thinking five years out in the
that was thinking five years out in the future what he would paint or the
future what he would paint or the
future what he would paint or the technology he would use the paint and of
technology he would use the paint and of
technology he would use the paint and of course not Leonardo was the artist but
course not Leonardo was the artist but
course not Leonardo was the artist but he also mixed all his own paints he also
he also mixed all his own paints he also
he also mixed all his own paints he also was a fairly good chemist knew about
was a fairly good chemist knew about
was a fairly good chemist knew about pigments knew about human anatomy and
pigments knew about human anatomy and
pigments knew about human anatomy and combining all of those skills together
combining all of those skills together
combining all of those skills together the art and the science the thinking and
the art and the science the thinking and
the art and the science the thinking and the doing was what resulted in the
the doing was what resulted in the
the doing was what resulted in the exceptional result and there is no
exceptional result and there is no
exceptional result and there is no difference in our industry the people
difference in our industry the people
difference in our industry the people that really made the contributions have
that really made the contributions have
that really made the contributions have been the thinkers and the doers and when
been the thinkers and the doers and when
been the thinkers and the doers and when you when you a lot of people of course
you when you a lot of people of course
you when you a lot of people of course it’s very easy to take credit for the
it’s very easy to take credit for the
it’s very easy to take credit for the thinking the doing is more concrete but
thinking the doing is more concrete but
thinking the doing is more concrete but somebody is very easy for somebody say
somebody is very easy for somebody say
somebody is very easy for somebody say oh I thought of this three years ago but
oh I thought of this three years ago but
oh I thought of this three years ago but usually when you dig a little deeper you
usually when you dig a little deeper you
usually when you dig a little deeper you find that the people that really did it
find that the people that really did it
find that the people that really did it we’re also the people that really work
we’re also the people that really work
we’re also the people that really work through the hard intellectual problems
through the hard intellectual problems
through the hard intellectual problems as well our customers want to know who
as well our customers want to know who
as well our customers want to know who is Apple and what is it that we stand
is Apple and what is it that we stand
is Apple and what is it that we stand for
for
for where do we fit in this world and what
where do we fit in this world and what
where do we fit in this world and what we’re about isn’t making boxes for
we’re about isn’t making boxes for
we’re about isn’t making boxes for people to get their jobs done although
people to get their jobs done although
people to get their jobs done although we do that well we do that better than
we do that well we do that better than
we do that well we do that better than almost anybody in some cases
but apples about something more than
but apples about something more than that Apple at the core its core value is
that Apple at the core its core value is
that Apple at the core its core value is that we believe that people with passion
that we believe that people with passion
that we believe that people with passion can change the world for the better
can change the world for the better
can change the world for the better that’s what we believe and we’ve had the
that’s what we believe and we’ve had the
that’s what we believe and we’ve had the opportunity to work with people like
opportunity to work with people like
opportunity to work with people like that we’ve had an opportunity work with
that we’ve had an opportunity work with
that we’ve had an opportunity work with people like you with software developers
people like you with software developers
people like you with software developers with customers who have done it in some
with customers who have done it in some
with customers who have done it in some big and some small ways and we believe
big and some small ways and we believe
big and some small ways and we believe that in this world people can change it
that in this world people can change it
that in this world people can change it for the better and that those people
for the better and that those people
for the better and that those people that are crazy enough to think they can
that are crazy enough to think they can
that are crazy enough to think they can change the world are the ones that
change the world are the ones that
change the world are the ones that actually do and so what we’re going to
actually do and so what we’re going to
actually do and so what we’re going to do in our first brand marketing campaign
do in our first brand marketing campaign
do in our first brand marketing campaign in several years is to is to get back to
in several years is to is to get back to
in several years is to is to get back to that core value a lot of things have
that core value a lot of things have
that core value a lot of things have changed the markets a totally different
changed the markets a totally different
changed the markets a totally different place than it was a decade ago and
place than it was a decade ago and
place than it was a decade ago and apples totally different in apples
apples totally different in apples
apples totally different in apples placing it is totally different and
placing it is totally different and
placing it is totally different and believe me the products and the
believe me the products and the
believe me the products and the distribution strategy of manufacturing a
distribution strategy of manufacturing a
distribution strategy of manufacturing a totally different we understand that but
totally different we understand that but
totally different we understand that but values and core values those things
values and core values those things
values and core values those things shouldn’t change the things that Apple
shouldn’t change the things that Apple
shouldn’t change the things that Apple believed in at its core are the same
believed in at its core are the same
believed in at its core are the same things that Apple really stands for
things that Apple really stands for
things that Apple really stands for today and so we wanted to find a way to
today and so we wanted to find a way to
today and so we wanted to find a way to communicate this and what we have is
communicate this and what we have is
communicate this and what we have is something that I am I’m very moved by it
something that I am I’m very moved by it
something that I am I’m very moved by it honors those people who have changed the
honors those people who have changed the
honors those people who have changed the world some of them are living some of
world some of them are living some of
world some of them are living some of them are not but the ones that aren’t as
them are not but the ones that aren’t as
them are not but the ones that aren’t as you’ll see you know that if they ever
you’ll see you know that if they ever
you’ll see you know that if they ever use the computer it would have been a
use the computer it would have been a
use the computer it would have been a Mac
the theme of the campaign is is think
the theme of the campaign is is think difference is the people honoring the
difference is the people honoring the
difference is the people honoring the people who think different and who move
people who think different and who move
people who think different and who move this world forward and it’s it is what
this world forward and it’s it is what
this world forward and it’s it is what we are about it touches the soul of this
we are about it touches the soul of this
we are about it touches the soul of this company so I’m gonna go ahead and roll
company so I’m gonna go ahead and roll
company so I’m gonna go ahead and roll it and I hope that you feel the same way
it and I hope that you feel the same way
it and I hope that you feel the same way about it I do here’s to the crazy ones
about it I do here’s to the crazy ones
about it I do here’s to the crazy ones The Misfits the rebels frenemies eggs
The Misfits the rebels frenemies eggs
The Misfits the rebels frenemies eggs and smiles ones who see things
and smiles ones who see things
and smiles ones who see things differently they’re not fond of rules
differently they’re not fond of rules
differently they’re not fond of rules and they have no respect for the status
and they have no respect for the status
and they have no respect for the status quo you can quote them disagree with
quo you can quote them disagree with
quo you can quote them disagree with them glorify or vilify them now the only
them glorify or vilify them now the only
them glorify or vilify them now the only thing you can’t do is ignore them
thing you can’t do is ignore them
thing you can’t do is ignore them because they change things they push the
because they change things they push the
because they change things they push the human race forward and suddenly seem as
human race forward and suddenly seem as
human race forward and suddenly seem as the crazy ones we see genius
the crazy ones we see genius
the crazy ones we see genius as the people who are crazy enough to
as the people who are crazy enough to
as the people who are crazy enough to think they can change the world are the
think they can change the world are the
think they can change the world are the ones who do when this whole thing with
ones who do when this whole thing with
ones who do when this whole thing with Gizmodo happened I got a lot of advice
Gizmodo happened I got a lot of advice
Gizmodo happened I got a lot of advice from people that said you’ve got to just
from people that said you’ve got to just
from people that said you’ve got to just let it slide you can’t uh you shouldn’t
let it slide you can’t uh you shouldn’t
let it slide you can’t uh you shouldn’t you shouldn’t go after a journalist
you shouldn’t go after a journalist
you shouldn’t go after a journalist because they bought stolen property and
because they bought stolen property and
because they bought stolen property and they tried to extort you should let it
they tried to extort you should let it
they tried to extort you should let it slide Apple’s a big company now you
slide Apple’s a big company now you
slide Apple’s a big company now you don’t want the PR you should let it
don’t want the PR you should let it
don’t want the PR you should let it slide and I thought deeply about this
slide and I thought deeply about this
slide and I thought deeply about this and I ended up concluding that the worst
and I ended up concluding that the worst
and I ended up concluding that the worst thing that could possibly happen as we
thing that could possibly happen as we
thing that could possibly happen as we get big and we get a little more
get big and we get a little more
get big and we get a little more influence in the world is if we change
influence in the world is if we change
influence in the world is if we change our core values and start letting it
our core values and start letting it
our core values and start letting it slide I can’t do that I’d rather quit
slide I can’t do that I’d rather quit
slide I can’t do that I’d rather quit you know you go back five years ago what
you know you go back five years ago what
you know you go back five years ago what would we have done if something like
would we have done if something like
would we have done if something like this happened you go back ten years ago
this happened you go back ten years ago
this happened you go back ten years ago you know what would you do if without
you know what would you do if without
you know what would you do if without going into that it we had the same
going into that it we had the same
going into that it we had the same values now as we had then we’re maybe a
values now as we had then we’re maybe a
values now as we had then we’re maybe a little more experienced certainly more
little more experienced certainly more
little more experienced certainly more beat up but but the core values are the
beat up but but the core values are the
beat up but but the core values are the same and we come into work wanting to do
same and we come into work wanting to do
same and we come into work wanting to do the same thing today as as we did five
the same thing today as as we did five
the same thing today as as we did five or ten years ago which is build the best
or ten years ago which is build the best
or ten years ago which is build the best products for people you know there’s
products for people you know there’s
products for people you know there’s nothing that makes my day more than
nothing that makes my day more than
nothing that makes my day more than getting an email from some random person
getting an email from some random person
getting an email from some random person in the universe who just bought an iPad
in the universe who just bought an iPad
in the universe who just bought an iPad over in the UK and tells me the story
over in the UK and tells me the story
over in the UK and tells me the story about how it’s the coolest product
about how it’s the coolest product
about how it’s the coolest product they’ve ever brought home you know in
they’ve ever brought home you know in
they’ve ever brought home you know in their lives that’s what keeps me going
their lives that’s what keeps me going
their lives that’s what keeps me going and it’s what kept me going five years
and it’s what kept me going five years
and it’s what kept me going five years ago it’s what kept me going ten years
ago it’s what kept me going ten years
ago it’s what kept me going ten years ago when
ago when
ago when the doors were almost closed and it’s
the doors were almost closed and it’s
the doors were almost closed and it’s what will keep me going five years from
what will keep me going five years from
what will keep me going five years from now whatever happens so I don’t see why
now whatever happens so I don’t see why
now whatever happens so I don’t see why you have to change if you get big we
you have to change if you get big we
you have to change if you get big we went through that stage and Apple where
went through that stage and Apple where
went through that stage and Apple where we went out and we thought oh we’re
we went out and we thought oh we’re
we went out and we thought oh we’re going to be a big company let’s hire
going to be a big company let’s hire
going to be a big company let’s hire professional management we went out and
professional management we went out and
professional management we went out and hired a bunch of professional management
hired a bunch of professional management
hired a bunch of professional management it didn’t work at all most of them were
it didn’t work at all most of them were
it didn’t work at all most of them were bozos they knew how to manage but they
bozos they knew how to manage but they
bozos they knew how to manage but they didn’t know how to do anything and so
didn’t know how to do anything and so
didn’t know how to do anything and so what if you’re a great person why do you
what if you’re a great person why do you
what if you’re a great person why do you want to work for somebody you can’t
want to work for somebody you can’t
want to work for somebody you can’t learn anything from and you know what’s
learn anything from and you know what’s
learn anything from and you know what’s interesting you know the best managers
interesting you know the best managers
interesting you know the best managers are there are the great individual
are there are the great individual
are there are the great individual contributors who never ever want to be a
contributors who never ever want to be a
contributors who never ever want to be a manager but decide they have to be a
manager but decide they have to be a
manager but decide they have to be a manager because every no one else is
manager because every no one else is
manager because every no one else is going to be able to do as good a job as
going to be able to do as good a job as
going to be able to do as good a job as them we wanted people that were insanely
them we wanted people that were insanely
them we wanted people that were insanely great at what they did but work we’re
great at what they did but work we’re
great at what they did but work we’re not necessarily those seasoned
not necessarily those seasoned
not necessarily those seasoned professionals but who has on at the tips
professionals but who has on at the tips
professionals but who has on at the tips of their fingers and in their passion
of their fingers and in their passion
of their fingers and in their passion the latest understanding of where
the latest understanding of where
the latest understanding of where technology was and what we could do with
technology was and what we could do with
technology was and what we could do with that technology and who wanted to bring
that technology and who wanted to bring
that technology and who wanted to bring that to lots of people so the neatest
that to lots of people so the neatest
that to lots of people so the neatest thing that happens is when you get a
thing that happens is when you get a
thing that happens is when you get a core group of you know ten great people
core group of you know ten great people
core group of you know ten great people they it becomes self-policing as to who
they it becomes self-policing as to who
they it becomes self-policing as to who they led into that group so I consider
they led into that group so I consider
they led into that group so I consider the most important job of someone like
the most important job of someone like
the most important job of someone like myself is recruiting the best way I came
myself is recruiting the best way I came
myself is recruiting the best way I came up with to affect change at Apple was by
up with to affect change at Apple was by
up with to affect change at Apple was by example and that was probably more than
example and that was probably more than
example and that was probably more than anything else the key reason that I
anything else the key reason that I
anything else the key reason that I spent two and a half years of my life on
spent two and a half years of my life on
spent two and a half years of my life on Macintosh was to try by example to say
Macintosh was to try by example to say
Macintosh was to try by example to say hey here’s a better way to do things and
hey here’s a better way to do things and
hey here’s a better way to do things and it turns out it’s worth I mean almost
it turns out it’s worth I mean almost
it turns out it’s worth I mean almost everything at Apple now has looked at
everything at Apple now has looked at
everything at Apple now has looked at the Macintosh experience and come in and
the Macintosh experience and come in and
the Macintosh experience and come in and said hey we can take a lot of these
said hey we can take a lot of these
said hey we can take a lot of these concepts and apply them make them better
concepts and apply them make them better
concepts and apply them make them better in some ways and model in every other
in some ways and model in every other
in some ways and model in every other Factory we’re doing now is modeled after
Factory we’re doing now is modeled after
Factory we’re doing now is modeled after the Macintosh Factory every other
the Macintosh Factory every other
the Macintosh Factory every other product team that’s doing new product is
product team that’s doing new product is
product team that’s doing new product is being modeled after the Macintosh team
being modeled after the Macintosh team
being modeled after the Macintosh team with a group of people that do not use
with a group of people that do not use
with a group of people that do not use quality in their marketing are the
quality in their marketing are the
quality in their marketing are the Japanese you never see them using
Japanese you never see them using
Japanese you never see them using quality in their marketing it’s only the
quality in their marketing it’s only the
quality in their marketing it’s only the American companies that do and yet if
American companies that do and yet if
American companies that do and yet if you ask people on the street which
you ask people on the street which
you ask people on the street which products have the best reputation for
products have the best reputation for
products have the best reputation for quality they will tell you the Japanese
quality they will tell you the Japanese
quality they will tell you the Japanese now why is that how could that be the
now why is that how could that be the
now why is that how could that be the answer is because customers don’t form
answer is because customers don’t form
answer is because customers don’t form their opinions on quality from marketing
their opinions on quality from marketing
their opinions on quality from marketing they don’t form their opinions on
they don’t form their opinions on
they don’t form their opinions on quality from who won the the Deming
quality from who won the the Deming
quality from who won the the Deming award or who won the Baldrige award they
award or who won the Baldrige award they
award or who won the Baldrige award they form their opinions on quality from
form their opinions on quality from
form their opinions on quality from their own experience with the products
their own experience with the products
their own experience with the products or the services and so one can spend
or the services and so one can spend
or the services and so one can spend enormous amounts of money on quality one
enormous amounts of money on quality one
enormous amounts of money on quality one can win every quality where there is and
can win every quality where there is and
can win every quality where there is and yet if your products don’t live up to it
yet if your products don’t live up to it
yet if your products don’t live up to it customers will not keep that opinion for
customers will not keep that opinion for
customers will not keep that opinion for long in their minds and so I think where
long in their minds and so I think where
long in their minds and so I think where we have to start is with our products
we have to start is with our products
we have to start is with our products and our services not with our marketing
and our services not with our marketing
and our services not with our marketing department and we need to get back to
department and we need to get back to
department and we need to get back to the basics and go improve our products
the basics and go improve our products
the basics and go improve our products and services
and services
and services now again quality isn’t just the product
now again quality isn’t just the product
now again quality isn’t just the product or the service it’s having the right
or the service it’s having the right
or the service it’s having the right product you know knowing where the
product you know knowing where the
product you know knowing where the markets going and having the most
markets going and having the most
markets going and having the most innovative products is just as much a
innovative products is just as much a
innovative products is just as much a part of quality as the quality of the
part of quality as the quality of the
part of quality as the quality of the construction of the product when you
construction of the product when you
construction of the product when you have it and I think what we’re seeing is
have it and I think what we’re seeing is
have it and I think what we’re seeing is the quality leaders of today have
the quality leaders of today have
the quality leaders of today have integrated that quality technology well
integrated that quality technology well
integrated that quality technology well beyond their manufacturing now going
beyond their manufacturing now going
beyond their manufacturing now going well into their sales and marketing and
well into their sales and marketing and
well into their sales and marketing and out as far as they can to touch the
out as far as they can to touch the
out as far as they can to touch the customer and trying to create super
customer and trying to create super
customer and trying to create super efficient processes back from the
efficient processes back from the
efficient processes back from the customer all the way through to the
customer all the way through to the
customer all the way through to the delivery of the end product so that they
delivery of the end product so that they
delivery of the end product so that they can have the most innovative products
can have the most innovative products
can have the most innovative products understand the customer needs fastest
understand the customer needs fastest
understand the customer needs fastest etc etc when Bill and I first met each
etc etc when Bill and I first met each
etc etc when Bill and I first met each other and work together in the early
other and work together in the early
other and work together in the early days generally we were both the youngest
days generally we were both the youngest
days generally we were both the youngest guys in the room right individually or
guys in the room right individually or
guys in the room right individually or together I’m about six months older than
together I’m about six months older than
together I’m about six months older than he is but roughly the same age and now
he is but roughly the same age and now
he is but roughly the same age and now when we’re working at our respective
when we’re working at our respective
when we’re working at our respective companies I know about you but I’m the
companies I know about you but I’m the
companies I know about you but I’m the oldest guy in the room most of the time
oldest guy in the room most of the time
oldest guy in the room most of the time and that’s why I love being here
so happy to oblige happy to oblige and
so happy to oblige happy to oblige and uh you know I think of I think of most
uh you know I think of I think of most
uh you know I think of I think of most things in life as either a Bob Dylan or
things in life as either a Bob Dylan or
things in life as either a Bob Dylan or a Beatles song but there’s that that one
a Beatles song but there’s that that one
a Beatles song but there’s that that one line and that one Beatle song you and I
line and that one Beatle song you and I
line and that one Beatle song you and I have memories longer than the road that
have memories longer than the road that
have memories longer than the road that stretches out ahead and that’s that’s
stretches out ahead and that’s that’s
stretches out ahead and that’s that’s clearly true here and well you know what
clearly true here and well you know what
clearly true here and well you know what I think we should end it there let’s
I think we should end it there let’s
I think we should end it there let’s just end it there I’m a little tear
just end it there I’m a little tear
just end it there I’m a little tear right here thank you thank you very much
thank you guys so much for watching I’d
thank you guys so much for watching I’d love to know what you thought of the
love to know what you thought of the
love to know what you thought of the video I’d love to know which clip
video I’d love to know which clip
video I’d love to know which clip resonated most with you and why and what
resonated most with you and why and what
resonated most with you and why and what change or realization you’re going to
change or realization you’re going to
change or realization you’re going to make as a result of watching this video
make as a result of watching this video
make as a result of watching this video leaving the comments below and I will
leaving the comments below and I will
leaving the comments below and I will join in the discussion I also wanted to
join in the discussion I also wanted to
join in the discussion I also wanted to give a quick shout out to cool deep from
give a quick shout out to cool deep from
give a quick shout out to cool deep from quick times app calm cool deep thank you
quick times app calm cool deep thank you
quick times app calm cool deep thank you so much for buying a copy of my book it
so much for buying a copy of my book it
so much for buying a copy of my book it means a lot to me for your chains at a
means a lot to me for your chains at a
means a lot to me for your chains at a shadow in a future video make sure to
shadow in a future video make sure to
shadow in a future video make sure to pick up a copy of the book and email in
pick up a copy of the book and email in
pick up a copy of the book and email in your seat so we can keep track thank you
your seat so we can keep track thank you
your seat so we can keep track thank you so much for watching
so much for watching
so much for watching continue to believe or whatever your one
continue to believe or whatever your one
continue to believe or whatever your one where it is and I’ll see you soon
”
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