Watching a CEO grow from strength to strength..
We see successful leaders all around us; Howard Schultz, Michael Bloomberg, Mukesh Ambani to name a few. What makes them successful?? I guess many things – resourcefulness, smarts, analytical abilities, vision, execution strengths, etc. But I think the ones which distinguish successful modern day leaders is the ability to learn, adapt quickly and communicate/ convince effectively. How do they do it?? Can we learn something from them?? In this post I explore my thoughts which I have gleaned by observing one of my favorite leaders – Steve Jobs.
 Steve Jobs 80s |
 Steve Jobs 90s |
 Steve Jobs 2000s |
Apple, though not my first employer, was my first company. Back in 2002 when I was working on building software products for Apple, it was a time of great resurgence in the company. Steve had comeback and was launching a slew of products at a rapid clip. He hated failure but wasn’t afraid to fail (think back to Power Mac G4 Cube). Jobs is an iconic and towering figure not just in the tech world but in the business world as well. He successfully took what was essentially a dying company, leveraged its assets (built new ones en-route which changed the playing field) and made it the second largest company in the world. He is showman par excellence and a man who is nauseatingly detail oriented.
Today we all know Jobs as the guy in a black turtleneck, blue Levis and white New Balance sneakers. But how was Steve of the old?? Lets rewind time back and look at some of the old videos of Steve.
- The launch of Apple Macintosh- circa 1984
- Steve Jobs return video as the interim CEO in 1998
- The launch of iMac – circa 1998
- The launch of iBook – circa 1999
- The launch of iCube – circa 2000
- The launch of the iPod – circa 2001
- The launch of Apple retail stores – circa 2001
- The launch of the iPod Nano – circa 2005
- The launch of the iPhone – circa 2007
- The launch of the Macbook Air – circa 2008
I would categorize my observations and learnings in 2 main buckets:
- Connect with your audience: Back in 1984 Jobs presented in a suit and a bow tie!! Somewhere along 1999-2000 (he was vacillating with his looks – iMac vs iBook launch) he realized that the image of the company that he wants to portray to his target audience is minimalism, fashionable and most importantly non-business like. So black, blue and white became a staple attire
- Make it special: Jobs started out in 1984 with a very plush stage and the Apple Macintosh was launched amidst great fanfare, but look at the launch of the iPod. The stage looks almost pedestrian for the launch of a product which would change the music landscape and the fortunes of the company. But Jobs learnt, and learnt well. These days an Apple event WWDC or Macworld is akin to the launch of a major blockbuster movie
- Location choices for launch: Steve returned to the company in 1997 and from 1998 – 2003 the Macworld Expo was help in New York where Apple launched a lot of its products. Why?? 2 reasons viz. reach out to the creative audience in NY and appeal to the NY stock market. Result, Apple’s loyal fan base (creative and graphic folks) fueled the sales for its main stream products like Macbook Pro and Power PC, while iPod in the background slowly entrenched itself into the consumer consciousness.
 Original Apple Logo |
 Apple Logo 90s |
 Apple Logo Today |
The Message
- Refinement, shock and awe: Jobs’ trademark presentation back in the day was all about surprises, flash and awe for the audience. He lost his way a little bit between 1998 – 2001 (look at iPod launch, Retail Store launch, iMac launch). But then look at the launch of the iPod Nano, iPhone and Macbook Air. Simple master strokes. He played the audience like a conductor plays the orchestra..
- Brevity and Simplicity of Communication: If you look at some of Jobs’ initial presentations they had some flavor of humor but were technical and verbose. The Apple Macintosh launch though humorous was still a tad verbose. The iBook launch was (by todays standards) a verbal diarrhea of technical mumbo-jumbo. He started refining his technique with the iCube and iPod launches and for me the coup de grace was the iPod Nano launch. These days Jobs is a master at using language which communicates effectively in an easy and palatable manner (comparison of sizes and weights to everyday objects). Words such as speculative, large target market are thrown in with a good visuals to supplement the overall message to the average consumer. Today Jobs is one of corporate Americas best presenters because he has made technology both sexy and non – threatening and that starts with effective communication
- Structure and Organization: Everyone of Jobs presentations have improved in the overall flow of presentation. He sets the context in the opening line/ teaser (“There is something in the Air” – Macbook Air), starts by doing an industry analysis of strengths and shortcomings, showcases that Apple is picking the best, then shows how Apple has gone one up (smaller physical size, weight or no compromise) before launching the product. Finally after he launches the product there is a small technical discussion but then he takes time to summarize so that the message stays. That is something Steve has visibly improved over the years.
- Maturity: Look at the production quality of the Apple events, the simplicity yet quality of the Apple website, the design of the products..hell look at progression in the fonts used. The iPod launch used Comic Sans!! The company and Jobs have learnt from their mistakes (even if the consumers didn’t punish them for it) and improved. Enough said!!
Random Musings.. 
If thats the case, then whats the explanation on Apple deciding to pull out of Macworld?
Rafi..good point. Honestly, I don’t know. But I can see the chain of events and guess what might have happened.
– Between 1998 – 2003 besides the iPod, Apple focussed on getting their computers (and platform) back in the mainstream consciousness. They went after 2 main low hanging fruits – students and creative designers. Ergo, the focus on the East Coast.
– Secondly, till 2003 Apple still had debts to pay off and Jobs needed to convince investors of Apples future. Launching products in the East Coast meant that he could host the investor community and showcase his plans for the growth.
I think once he achieved those goals..Jobs refused to go to people..he preferred that people come to him.
Finally, think back to early 2004, when you and I both were in Apple. Jobs sent a mail out to the entire company stating that ‘Apple has paid of its last $X Bn in debts and now is a debt free company’. Coincidence?? I dont think so..