my entire life’s been spent only in one industry which is this one and but I’ve
industry which is this one and but I’ve
industry which is this one and but I’ve been in it now for about 15 years and
been in it now for about 15 years and
been in it now for about 15 years and I’ve seen a lot of people make a lot of
I’ve seen a lot of people make a lot of
I’ve seen a lot of people make a lot of things I’ve seen a lot of people fail a
things I’ve seen a lot of people fail a
things I’ve seen a lot of people fail a lot of things and my my point of view on
lot of things and my my point of view on
lot of things and my my point of view on this or my observation is that the doers
this or my observation is that the doers
this or my observation is that the doers are the major thinkers the people that
are the major thinkers the people that
are the major thinkers the people that really create the things that change
really create the things that change
really create the things that change this industry are both the thinker doer
this industry are both the thinker doer
this industry are both the thinker doer in one person and if we really go back
in one person and if we really go back
in one person and if we really go back and we examine you know did Leonardo
and we examine you know did Leonardo
and we examine you know did Leonardo have a guy off to the side that was
have a guy off to the side that was
have a guy off to the side that was thinking five years out in the future
thinking five years out in the future
thinking five years out in the future what he would paint or the technology he
what he would paint or the technology he
what he would paint or the technology he would use to paint it of course not
would use to paint it of course not
would use to paint it of course not Leonardo was the artist but he also
Leonardo was the artist but he also
Leonardo was the artist but he also mixed all his own paints he also was a
mixed all his own paints he also was a
mixed all his own paints he also was a fairly good chemist knew about pigments
fairly good chemist knew about pigments
fairly good chemist knew about pigments knew about human anatomy and combining
knew about human anatomy and combining
knew about human anatomy and combining all of those skills together the art and
all of those skills together the art and
all of those skills together the art and the science the thinking and the doing
the science the thinking and the doing
the science the thinking and the doing was what resulted in the exceptional
was what resulted in the exceptional
was what resulted in the exceptional result and there is no difference in our
result and there is no difference in our
result and there is no difference in our industry the people that really made the
industry the people that really made the
industry the people that really made the contributions have been the thinkers and
contributions have been the thinkers and
contributions have been the thinkers and the doers a lot of people of course it’s
the doers a lot of people of course it’s
the doers a lot of people of course it’s very easy to take credit for the
very easy to take credit for the
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 we try to hire really smart
as well we try to hire really smart
as well we try to hire really smart people but we have a very simple
people but we have a very simple
people but we have a very simple organization and we try to focus and do
organization and we try to focus and do
organization and we try to focus and do very few things well and focusing is
very few things well and focusing is
very few things well and focusing is hard because focusing doesn’t mean
hard because focusing doesn’t mean
hard because focusing doesn’t mean saying yes it means saying no so we say
saying yes it means saying no so we say
saying yes it means saying no so we say we decide not to do a lot of things so
we decide not to do a lot of things so
we decide not to do a lot of things so we can focus on a few handfuls of things
we can focus on a few handfuls of things
we can focus on a few handfuls of things and do them well and I think you know
and do them well and I think you know
and do them well and I think you know everybody working the company wants to
everybody working the company wants to
everybody working the company wants to do something great they want to be
do something great they want to be
do something great they want to be excited about what they’re working on
excited about what they’re working on
excited about what they’re working on and and they want to be recognized for
and and they want to be recognized for
and and they want to be recognized for it when if they do a really great job so
it when if they do a really great job so
it when if they do a really great job so we just try to allow people to do the
we just try to allow people to do the
we just try to allow people to do the best work of their lives at Apple and
best work of their lives at Apple and
best work of their lives at Apple and get it out to 25 million customers that
get it out to 25 million customers that
get it out to 25 million customers that we have and that’s very exciting and
we have and that’s very exciting and
we have and that’s very exciting and when you’re working on something you
when you’re working on something you
when you’re working on something you know if this works out up to 25 million
know if this works out up to 25 million
know if this works out up to 25 million people are going to use this it’s very
people are going to use this it’s very
people are going to use this it’s very motivating
motivating
motivating and it’s not just 25 million of our
and it’s not just 25 million of our
and it’s not just 25 million of our customers but other companies tend to
customers but other companies tend to
customers but other companies tend to follow us you know it takes them a few
follow us you know it takes them a few
follow us you know it takes them a few years but other companies tend to copy
years but other companies tend to copy
years but other companies tend to copy what we do if it works and and so we can
what we do if it works and and so we can
what we do if it works and and so we can influence the whole industry
when I was a young kid there was a
when I was a young kid there was a widowed man that lived up the street and
widowed man that lived up the street and
widowed man that lived up the street and he was in his 80s he’s a little
he was in his 80s he’s a little
he was in his 80s he’s a little scary-looking and and I got to know him
scary-looking and and I got to know him
scary-looking and and I got to know him a little bit I think he might have paid
a little bit I think he might have paid
a little bit I think he might have paid me to cut his lawn or something and one
me to cut his lawn or something and one
me to cut his lawn or something and one day he said come on into my garage I
day he said come on into my garage I
day he said come on into my garage I want to show you something and he pulled
want to show you something and he pulled
want to show you something and he pulled out this dusty old rock tumbler it was a
out this dusty old rock tumbler it was a
out this dusty old rock tumbler it was a motor and a and I’m in a coffee can and
motor and a and I’m in a coffee can and
motor and a and I’m in a coffee can and a little you know band between and he
a little you know band between and he
a little you know band between and he said come on with me we went out to the
said come on with me we went out to the
said come on with me we went out to the back and we got some just some rocks
back and we got some just some rocks
back and we got some just some rocks some regular old ugly rocks and he and
some regular old ugly rocks and he and
some regular old ugly rocks and he and we put them in the can with a little bit
we put them in the can with a little bit
we put them in the can with a little bit of liquid and a little bit of ugh of
of liquid and a little bit of ugh of
of liquid and a little bit of ugh of grit powder and we closed the can up and
grit powder and we closed the can up and
grit powder and we closed the can up and he turned this motor on he said come
he turned this motor on he said come
he turned this motor on he said come back tomorrow and as Ken was making a
back tomorrow and as Ken was making a
back tomorrow and as Ken was making a you know racket as the stones were and I
you know racket as the stones were and I
you know racket as the stones were and I came back the next day and we took we
came back the next day and we took we
came back the next day and we took we open the can and we took out these
open the can and we took out these
open the can and we took out these amazingly beautiful polished rocks the
amazingly beautiful polished rocks the
amazingly beautiful polished rocks the same common stones that had gone in
same common stones that had gone in
same common stones that had gone in through rubbing against each other like
through rubbing against each other like
through rubbing against each other like this create a little bit of friction
this create a little bit of friction
this create a little bit of friction creating a lit of noise had come out
creating a lit of noise had come out
creating a lit of noise had come out these beautiful polished rocks and
these beautiful polished rocks and
these beautiful polished rocks and that’s always been in my mind my
that’s always been in my mind my
that’s always been in my mind my metaphor for a team working really hard
metaphor for a team working really hard
metaphor for a team working really hard on something they’re passionate about is
on something they’re passionate about is
on something they’re passionate about is is that it’s through the team through
is that it’s through the team through
is that it’s through the team through that group of incredibly talented people
that group of incredibly talented people
that group of incredibly talented people bumping up against each other having
bumping up against each other having
bumping up against each other having arguments having fights sometimes making
arguments having fights sometimes making
arguments having fights sometimes making some noise and working together they
some noise and working together they
some noise and working together they polish each other and they polish the
polish each other and they polish the
polish each other and they polish the ideas and what comes out are these
ideas and what comes out are these
ideas and what comes out are these really beautiful stones so it’s hard to
really beautiful stones so it’s hard to
really beautiful stones so it’s hard to explain and it’s certainly not the
explain and it’s certainly not the
explain and it’s certainly not the result of one person I mean people like
result of one person I mean people like
result of one person I mean people like symbols so I’m the symbol of certain
symbols so I’m the symbol of certain
symbols so I’m the symbol of certain things but it really is it was a team
things but it really is it was a team
things but it really is it was a team effort on the Mac
effort on the Mac
effort on the Mac one of the things that really hurt Apple
one of the things that really hurt Apple
one of the things that really hurt Apple was after I left John Sculley got a very
was after I left John Sculley got a very
was after I left John Sculley got a very serious disease and that disease I’ve
serious disease and that disease I’ve
serious disease and that disease I’ve seen other people get it too
seen other people get it too
seen other people get it too it’s um it’s the disease of thinking
it’s um it’s the disease of thinking
it’s um it’s the disease of thinking that a really great idea is 90 percent
that a really great idea is 90 percent
that a really great idea is 90 percent of the work and that if you just tell
of the work and that if you just tell
of the work and that if you just tell your all these other people you know
your all these other people you know
your all these other people you know here’s this great idea then of course
here’s this great idea then of course
here’s this great idea then of course they can go off and make it happen
they can go off and make it happen
they can go off and make it happen and the problem with that is is that
and the problem with that is is that
and the problem with that is is that there’s a just a tremendous amount of
there’s a just a tremendous amount of
there’s a just a tremendous amount of craftsmanship in in-between a great idea
craftsmanship in in-between a great idea
craftsmanship in in-between a great idea and a great product and as you evolve
and a great product and as you evolve
and a great product and as you evolve that great idea it changes and grows it
that great idea it changes and grows it
that great idea it changes and grows it never comes out like it starts because
never comes out like it starts because
never comes out like it starts because you learn a lot more as you get into the
you learn a lot more as you get into the
you learn a lot more as you get into the subtleties of it and you also find
subtleties of it and you also find
subtleties of it and you also find there’s tremendous trade-offs that you
there’s tremendous trade-offs that you
there’s tremendous trade-offs that you have to make I mean you know there are
have to make I mean you know there are
have to make I mean you know there are there are just certain things you you
there are just certain things you you
there are just certain things you you can’t make electrons do there are
can’t make electrons do there are
can’t make electrons do there are certain things you can’t make plastic do
certain things you can’t make plastic do
certain things you can’t make plastic do or glass do and and and as you get into
or glass do and and and as you get into
or glass do and and and as you get into or factories do or robots do and as you
or factories do or robots do and as you
or factories do or robots do and as you get into all these things designing a
get into all these things designing a
get into all these things designing a product is keeping 5,000 things in your
product is keeping 5,000 things in your
product is keeping 5,000 things in your brain these concepts and fit fitting
brain these concepts and fit fitting
brain these concepts and fit fitting them all together in in kind of
them all together in in kind of
them all together in in kind of continuing to push to fit them together
continuing to push to fit them together
continuing to push to fit them together in new and different ways to get what
in new and different ways to get what
in new and different ways to get what you want and every day you discover
you want and every day you discover
you want and every day you discover something new that is a new problem or a
something new that is a new problem or a
something new that is a new problem or a new opportunity to fit these things
new opportunity to fit these things
new opportunity to fit these things together a little differently and
together a little differently and
together a little differently and that process that is the magic there
that process that is the magic there
that process that is the magic there needs to be someone who is sort of the
keeper and reiterate er of the vision
keeper and reiterate er of the vision because there’s just a ton of work to do
because there’s just a ton of work to do
because there’s just a ton of work to do and a lot of times you know when you
and a lot of times you know when you
and a lot of times you know when you have to walk a thousand miles and you
have to walk a thousand miles and you
have to walk a thousand miles and you take the first step it looks like a long
take the first step it looks like a long
take the first step it looks like a long ways and it really helps if there’s
ways and it really helps if there’s
ways and it really helps if there’s someone there saying well we’re one step
someone there saying well we’re one step
someone there saying well we’re one step closer you know that the goal definitely
closer you know that the goal definitely
closer you know that the goal definitely exists it’s not just a mirage out there
exists it’s not just a mirage out there
exists it’s not just a mirage out there so in a thousand and one little and
so in a thousand and one little and
so in a thousand and one little and sometimes larger ways the vision needs
sometimes larger ways the vision needs
sometimes larger ways the vision needs to be reiterated I do that a lot and
to be reiterated I do that a lot and
to be reiterated I do that a lot and it’ll all work itself out a lot of
it’ll all work itself out a lot of
it’ll all work itself out a lot of people come to me they say well I want
people come to me they say well I want
people come to me they say well I want to be an entrepreneur and I go that’s
to be an entrepreneur and I go that’s
to be an entrepreneur and I go that’s great what’s your idea they go well I
great what’s your idea they go well I
great what’s your idea they go well I don’t have one yet and I say well I
don’t have one yet and I say well I
don’t have one yet and I say well I think you should go get a job as a
think you should go get a job as a
think you should go get a job as a busboy or something until you find
busboy or something until you find
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 because it’s a pretty
but it’s rough because it’s a pretty
but it’s rough because it’s a pretty much you know an 18 hour a day job seven
much you know an 18 hour a day job seven
much you know an 18 hour a day job seven days a week for a while so unless you
days a week for a while so unless you
days a week for a while so unless you have a lot of passion about this you’re
have a lot of passion about this you’re
have a lot of passion about this you’re going to not survive you’re going to
going to not survive you’re going to
going to not survive you’re going to give it up so you got to have an idea
give it up so you got to have an idea
give it up so you got to have an idea or a problem or a long that you want to
or a problem or a long that you want to
or a problem or a long that you want to write that you’re passionate about
write that you’re passionate about
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 that’s why you need to do it young
that’s why you need to do it young
that’s why you need to do it young that’s why we started out but we said
that’s why we started out but we said
that’s why we started out but we said you know we have absolutely nothing to
you know we have absolutely nothing to
you know we have absolutely nothing to lose I was twenty years old at the time
lose I was twenty years old at the time
lose I was twenty years old at the time woz was twenty four or five two we have
woz was twenty four or five two we have
woz was twenty four or five two we have nothing to lose I mean we have no
nothing to lose I mean we have no
nothing to lose I mean we have no families no children no houses woz had
families no children no houses woz had
families no children no houses woz had an old car you know I had a Volkswagen
an old car you know I had a Volkswagen
an old car you know I had a Volkswagen van I mean oh we were gonna lose is that
van I mean oh we were gonna lose is that
van I mean oh we were gonna lose is that our cars and the shirts off our back we
our cars and the shirts off our back we
our cars and the shirts off our back we had nothing to lose and we had
had nothing to lose and we had
had nothing to lose and we had everything to gain and we figured even
everything to gain and we figured even
everything to gain and we figured even if we crash and burn and lose everything
if we crash and burn and lose everything
if we crash and burn and lose everything the experience will have been worth 10
the experience will have been worth 10
the experience will have been worth 10 times the cost
times the cost
times the cost so what did we have to lose there was no
so what did we have to lose there was no
so what did we have to lose there was no risk and that’s you know I think that’s
risk and that’s you know I think that’s
risk and that’s you know I think that’s a very healthy way to look at it some
a very healthy way to look at it some
a very healthy way to look at it some people say well you could have gone to
people say well you could have gone to
people say well you could have gone to college and been a lawyer well you’re
college and been a lawyer well you’re
college and been a lawyer well you’re right but you can go to college and be a
right but you can go to college and be a
right but you can go to college and be a lawyer when you’re 25 there’s nothing
lawyer when you’re 25 there’s nothing
lawyer when you’re 25 there’s nothing that stops you from doing that you
that stops you from doing that you
that stops you from doing that you really the only thing you really have in
really the only thing you really have in
really the only thing you really have in your life is time and if you invest that
your life is time and if you invest that
your life is time and if you invest that time in yourself to have great
time in yourself to have great
time in yourself to have great experiences that are going to enrich you
experiences that are going to enrich you
experiences that are going to enrich you then you can’t possibly lose so I always
then you can’t possibly lose so I always
then you can’t possibly lose so I always advise people don’t wait do something
advise people don’t wait do something
advise people don’t wait do something when you’re young when you have nothing
when you’re young when you have nothing
when you’re young when you have nothing to lose and keep that in mind and I
to lose and keep that in mind and I
to lose and keep that in mind and I think that’s the best way not that
think that’s the best way not that
think that’s the best way not that people can’t start companies when
people can’t start companies when
people can’t start companies when they’re 50 I’ve seen that very
they’re 50 I’ve seen that very
they’re 50 I’ve seen that very successful companies but it’s a lot
successful companies but it’s a lot
successful companies but it’s a lot easier when you’re young and have
easier when you’re young and have
easier when you’re young and have nothing to lose and don’t have the
nothing to lose and don’t have the
nothing to lose and don’t have the responsibilities to other people that
responsibilities to other people that
responsibilities to other people that you will acquire later on in your life
it’s hard to remember how bad it was
it’s hard to remember how bad it was you know in 1980s with IBM taking over
you know in 1980s with IBM taking over
you know in 1980s with IBM taking over the world with the PC with das out there
the world with the PC with das out there
the world with the PC with das out there it was it was far worse than the Apple –
it was it was far worse than the Apple –
it 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 if you needed
done a pretty bad job and if you needed
done a pretty bad job and if you needed to know a lot and so things were kind of
to know a lot and so things were kind of
to 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 put that I hope
saw the 1984 commercial put that I hope
saw the 1984 commercial put that I hope you have that in your archives
you have that in your archives
you have that in your 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 computers to go this is not the
want computers to go this is not the
want computers to go this is not the legacy we want to leave this is not what
legacy we want to leave this is not what
legacy we want to leave this is not what we want our kids to be learning this is
we want our kids to be learning this is
we want our kids to be learning this is wrong and we are going to show you the
wrong and we are going to show you the
wrong and we are going to show you the right way to do it and here it is it’s
right way to do it and here it is it’s
right way to do it and here it is it’s called Macintosh and this is so much
called Macintosh and this is so much
called Macintosh and this is so much better that it’s going to beat you and
better that it’s going to beat you and
better that it’s going to beat you and we are going to do it and that’s what
we are going to do it and that’s what
we are going to do it and that’s what Apple stood for
Apple stood for
Apple stood for things are packages of emphasis some
things are packages of emphasis some
things are packages of emphasis some things are emphasized in a product some
things are emphasized in a product some
things are emphasized in a product some things are not done as well in a product
things are not done as well in a product
things are not done as well in a product some things are chosen not to be done at
some things are chosen not to be done at
some things are chosen not to be done at all in a product and so different people
all in a product and so different people
all in a product and so different people make different choices and if the market
make different choices and if the market
make different choices and if the market tells us we’re making the wrong choices
tells us we’re making the wrong choices
tells us we’re making the wrong choices we listen to the market we’re just we’re
we listen to the market we’re just we’re
we listen to the market we’re just we’re just people running this company we’re
just people running this company we’re
just people running this company we’re trying to make great products for people
trying to make great products for people
trying to make great products for people and so we’re we have at least the
and so we’re we have at least the
and so we’re we have at least the courage of our convictions to say we
courage of our convictions to say we
courage of our convictions to say we don’t think this is part of what makes a
don’t think this is part of what makes a
don’t think this is part of what makes a great product we’re going to leave it
great product we’re going to leave it
great product we’re going to leave it out some people are gonna not like that
out some people are gonna not like that
out some people are gonna not like that they’re going to call us names it’s not
they’re going to call us names it’s not
they’re going to call us names it’s not going to be in certain companies vested
going to be in certain companies vested
going to be in certain companies vested interests that we do that but we’re
interests that we do that but we’re
interests that we do that but we’re going to take the heat because we want
going to take the heat because we want
going to take the heat because we want to make the best product in the world
to make the best product in the world
to make the best product in the world for customers we’re going to instead
for customers we’re going to instead
for customers we’re going to instead focus our energy on these technologies
focus our energy on these technologies
focus our energy on these technologies which we think are in their ascendency
which we think are in their ascendency
which we think are in their ascendency and we think are going to be the right
and we think are going to be the right
and we think are going to be the right technologies for customers and you know
technologies for customers and you know
technologies for customers and you know what they’re paying us to make those
what they’re paying us to make those
what they’re paying us to make those choices that’s what a lot of customers
choices that’s what a lot of customers
choices that’s what a lot of customers pay us to do is to try to make the best
pay us to do is to try to make the best
pay us to do is to try to make the best products we can and if we succeed
products we can and if we succeed
products we can and if we succeed they’ll buy them and if we don’t they
they’ll buy them and if we don’t they
they’ll buy them and if we don’t they won’t
yeah I didn’t know how to explain it
yeah I didn’t know how to explain it then but I felt a lot about it since if
then but I felt a lot about it since if
then but I felt a lot about it since if you most things in life the dynamic
you most things in life the dynamic
you most things in life the dynamic range between average and the best is it
range between average and the best is it
range between average and the best is it most two to one
most two to one
most two to one all right like if you go to New York
all right like if you go to New York
all right like if you go to New York City and you get an average taxi cab
City and you get an average taxi cab
City and you get an average taxi cab driver versus the best taxi cab driver
driver versus the best taxi cab driver
driver versus the best taxi cab driver you know you’re probably gonna get to
you know you’re probably gonna get to
you know you’re probably gonna get to your destination with the best taxi cab
your destination with the best taxi cab
your destination with the best taxi cab maybe 30% faster you know in an
maybe 30% faster you know in an
maybe 30% faster you know in an automobile what’s the difference between
automobile what’s the difference between
automobile what’s the difference between an average and the best maybe how 20%
an average and the best maybe how 20%
an average and the best maybe how 20% the best CD player and an average CD
the best CD player and an average CD
the best CD player and an average CD player I don’t 20% so 201 is a big big
player I don’t 20% so 201 is a big big
player I don’t 20% so 201 is a big big dynamic range in in most ‘life in
dynamic range in in most ‘life in
dynamic range in in most ‘life in software and it used to be the case in
software and it used to be the case in
software and it used to be the case in hardware to the difference between
hardware to the difference between
hardware to the difference between average and the best is 50 to 1 maybe a
average and the best is 50 to 1 maybe a
average and the best is 50 to 1 maybe a hundred to one easy
hundred to one easy
hundred to one easy ok I’ve very few things in life for like
ok I’ve very few things in life for like
ok I’ve very few things in life for like this but what I was lucky enough to
this but what I was lucky enough to
this but what I was lucky enough to spend my life in he is like this and so
spend my life in he is like this and so
spend my life in he is like this and so I’ve built
I’ve built
I’ve built a lot of my success off finding these
a lot of my success off finding these
a lot of my success off finding these truly gifted people and not settling for
truly gifted people and not settling for
truly gifted people and not settling for B and C players but really going for the
B and C players but really going for the
B and C players but really going for the a players and I found something I found
a players and I found something I found
a players and I found something I found that when you get enough a players
that when you get enough a players
that when you get enough a players together when you go to through the
together when you go to through the
together when you go to through the incredible work to find you know five of
incredible work to find you know five of
incredible work to find you know five of these eight players they really like
these eight players they really like
these eight players they really like working with each other because they’ve
working with each other because they’ve
working with each other because they’ve never had a chance to do that before and
never had a chance to do that before and
never had a chance to do that before and they don’t want to work with B and C
they don’t want to work with B and C
they don’t want to work with B and C players and so it becomes self-policing
players and so it becomes self-policing
players and so it becomes self-policing and they only want to hire more a
and they only want to hire more a
and they only want to hire more a players and so you build up these
players and so you build up these
players and so you build up these pockets of a players and it propagates
pockets of a players and it propagates
pockets of a players and it propagates and that’s what the Mac team was like
and that’s what the Mac team was like
and that’s what the Mac team was like they were all a players and these were
they were all a players and these were
they were all a players and these were extraordinarily talented people
[Music]
when we were building our Apple ones in
when we were building our Apple ones in the garage we knew exactly what they
the garage we knew exactly what they
the garage we knew exactly what they cost when we got into a factory in the
cost when we got into a factory in the
cost when we got into a factory in the Apple two days the accounting had this
Apple two days the accounting had this
Apple two days the accounting had this notion of a standard cost where you’d
notion of a standard cost where you’d
notion of a standard cost where you’d kind of set a standard cost and then at
kind of set a standard cost and then at
kind of set a standard cost and then at the end of a quarter you’d adjust it
the end of a quarter you’d adjust it
the end of a quarter you’d adjust it with a variance and I kept asking why do
with a variance and I kept asking why do
with a variance and I kept asking why do we do this and the answer was less just
we do this and the answer was less just
we do this and the answer was less just the way it’s done and after about six
the way it’s done and after about six
the way it’s done and after about six months of digging into this what I
months of digging into this what I
months of digging into this what I realized was the reason you do it is
realized was the reason you do it is
realized was the reason you do it is because you don’t really have good
because you don’t really have good
because you don’t really have good enough controls to know how much it
enough controls to know how much it
enough controls to know how much it costs so you guess and then you fix your
costs so you guess and then you fix your
costs so you guess and then you fix your guess at the end of the quarter and the
guess at the end of the quarter and the
guess at the end of the quarter and the reason you don’t know how much it cost
reason you don’t know how much it cost
reason you don’t know how much it cost is because your information systems
is because your information systems
is because your information systems aren’t good enough so but nobody set it
aren’t good enough so but nobody set it
aren’t good enough so but nobody set it that way and so later on when we
that way and so later on when we
that way and so later on when we designed this automated factory for
designed this automated factory for
designed this automated factory for Macintosh we were able to get rid of a
Macintosh we were able to get rid of a
Macintosh we were able to get rid of a lot of these antiquated concepts and
lot of these antiquated concepts and
lot of these antiquated concepts and know exactly what something cost to the
know exactly what something cost to the
know exactly what something cost to the second so in business a lot of things
second so in business a lot of things
second so in business a lot of things are I call it folklore they’re done
are I call it folklore they’re done
are I call it folklore they’re done because they were done yesterday and the
because they were done yesterday and the
because they were done yesterday and the day before and so what that means is if
day before and so what that means is if
day before and so what that means is if you’re willing to sort of ask a lot of
you’re willing to sort of ask a lot of
you’re willing to sort of ask a lot of questions and think about things and
questions and think about things and
questions and think about things and work really hard you can learn business
work really hard you can learn business
work really hard you can learn business pretty fast it’s not the heart not
pretty fast it’s not the heart not
pretty fast it’s not the heart not rocket science it’s not rocket science
rocket science it’s not rocket science
rocket science it’s not rocket science no
”
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