What Would Steve Jobs Do? How the Steve Jobs Way Can Inspire Anyone to Think Differently and Win (20 page)

Here’s to the crazy ones.

The misfits.

The rebels.

The troublemakers.

The round pegs in the square holes.

The ones who see things differently.

They’re not fond of rules, and they have

no respect for the status quo.

You can quote them, disagree with them,

glorify or vilify them.

About the only thing you can’t do is ignore them,

because they change things,

they push the human race forward.

And while some may see them as the crazy ones,

we see genius.

Because the people who are crazy enough to think

they can change the world are the ones who do.

INDEX
 

Advertisement, 1984

Aldus PageMaker

Allen, Frederick

Altruism

Amelio, Gil

App Store

Apple I

Apple II

Apple Inc.:

early years

incorporation of

in 1990s

origin of company name

“Think Different” tagline

Apple Music Event (October 2001)

Apple Retail Store (
see
Retail)

Apps

Atari

Baba, Neem Karoli

Brand

company

essence of

personal

steps for creating

in Steve Jobs Leadership Model

Brin, Sergey

“Bullshit Bingo”

Bureaucracy

Buzzwords

Canon

CarMax

tagline of

vision of

“Carpet Time”

CEOs

Charisma

Chiat/Day

Collaborative design

Compaq

Competence:

establishment of

success with

Confidence

Cook, Tim

Coors, Bill

Corporate language

Crowdsourcing

Culture

and brand

can-do

components of

defined

employee recognition in

focus in

Japanese

recruiting teams that fit

role of motivation in

and silos

in Steve Jobs Leadership Model

and systemization

and vision

Customer(s)

and brand

developing connectivity with

experience with products

and focus groups

intimacy with

intuition about

knowledge of

mindset of

needs of

sensing your

in Steve Jobs Leadership Model

types of feedback from

viewing things through eyes of

watching your

wrong

Customer intimacy

“Customer pain”

Customer personas

Dell

Desktop publishing

Detail

Direct channel selling

Disney

Diversity

Drexler, Mickey

Edison, Thomas

“Elegant simplicity”

“Elevator speech”

Elkind, Peter

Elliot, Jay

Ellison, Larry

Empathy

Employees, recognition of

Evangelism

Expectations

Experience, of team members

“Failure referencing”

Focus

Ford, Henry

The Fountainhead
(Rand)

Gallo, Carmine

Gassée, Jean-Louis

Gates, Bill

Gateway

General Motors

Google Android

Graphical user interface (GUI)

Graves, Michael

Hawkins, Trip

Hewlett, Bill

Hewlett-Packard (HP):

innovation at

patents issued for

silos at

Steve Wozniak’s work at

Home Depot

Homebrew Computer Club

HP (
see
Hewlett-Packard)

Iacocca, Lee

IBM

Ideas

iMac

Image

In-N-Out Burger

Innovation:

invention vs.

and process

Innovation culture:

company claims about

defined

vision in

The Innovation Playbook
(Webb)

Inspiration

Internal focus

Internet

Invention vs. innovation

iPad

iPhone:

development of

effects on mobile phone industry

introduction of iPhone

iPod:

design of

development of

presentation introducing

Isaacson, Walter

iTouch

iTunes:

development of

problems with

Ive, Jonathan

Japanese culture and innovations

Jobs, Paul and Clara

Jobs, Steve:

college years

death of

declining health of

early years

11-year hiatus from Apple

temperament of

travels in India (
See also
Steve Jobs Leadership Model)

Johnson, Ron

Jondali, Abdulfattah “John”

Jordan, Michael

Kelleher, Herb

Kottke, Daniel

LaserWriter

Lasseter, John

Leadership:

basic definition of

business definitions of

and coercion

and culture

as tyranny

Lincoln, Abraham

Lisa computer

Locke, Edwin

Lucasfilm

Macintosh computer:

advertising for

development of

early sales

software on

“Management by wandering around” (MBWA)

Markkula, Mike:

early involvement in Apple

recruitment of Mike Scott

McDonald’s

Message

being the face of your company

and brand

delivery of

evangelism with

in introducing iPod

simplicity of

in Steve Jobs Leadership Model

Microsoft:

PC growth at

power of

tablet computing platform

Mission statements

Money

Mossberg, Walter

Motivation:

in culture

in leadership

The Motley Fool (website)

Napster

NeXT Computer

NeXTMail

“Noble purposes”

Nocera, Joe

Observation, customer

Odyssey
(Sculley)

Optimism

Organizing actions

OS X operating system

Outsiders

Packard, Dave

Page, Larry

PARC (Xerox Palo Alto Research Laboratory)

Passion

Patents

Personal brand

Personal style

“Pirates”

Pixar

Planning

Platforms

The Prime Movers
(Locke)

Process

Product(s)

being the face of

and brand

bundling of

“cool”

and customer

importance of

perfecting

as platform

simplicity of

in Steve Jobs Leadership Model

Product design:

importance of

and sensory experience

simplicity of

Product packaging

Professional style

Psychedelics

“Quick 3” Test

Rand, Ayn

Raskin, Jef

Recruiting

Reed College

Research and development (R&D)

Résumés

Retail:

and buying experience

and dealer network

design of Apple stores

innovation in

Rewards, employee

Risk management

Schultz, Howard

Scott, Mike

Sculley, John:

conflict with Jobs

firing of

hiring of

and leadership

Silos

Simonton, Dean Keith

Simplicity

Simpson, Joanne Schieble

Simpson, Mona

Software

Software Arts

Solar energy industry

Spindler, Michael

Stanford University commencement address

Steve Jobs Leadership Model:

other models vs.

steps in

tyranny in

uniqueness of

See also specific components, e.g.:
Message

System

Taglines

Teams

Thomas, Dave

Threes, power of

Time
magazine

Toy Story
(film)

Toyota

Twain, Mark

Value propositions

VisiCalc

Vision

and brand

characteristics of good

and culture

and customers

defined

exciting

importance of

invention vs. innovation

of iPhone

and message

mission vs.

passion vs.

and perfecting products

respect through

in Steve Jobs Leadership Model

as synthesis of ideas

and visionaries

Visionaries

Walton, Sam

Wayne, Ronald

Webb, Nicholas

Wozniak, Steve:

and Apple I

and Apple II

introduction to Jobs

work at HP

Xerox

Zen

Zuckerman, Mark

ABOUT THE AUTHOR
 

P
ETER
S
ANDER
is an author, researcher, and consultant in the fields of business, personal finance, and location reference. He has written or collaborated on 27 books, including
The 100 Best Technology Stocks You Can Buy 2012, The Innovation Playbook, The Dentsu Way, Value Investing for Dummies
,
The 100 Best Stocks You Can Buy 2012
,
101 Things Every American Should Know About Economics
, and the Cities Ranked & Rated series. He is also the author of numerous articles and columns on investment strategies. He worked for 21 years as a marketing program manager for a major Silicon Valley tech firm and has an MBA from Indiana University. He lives in Granite Bay, CA.

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