Contents
Preface: Why I Wrote This Book
Chapter 1: A Ding in the Universe
Vision and Passion Are More Important than Credentials
Vision Must Be Based on Your Customers
Acquiring a Company Can Water Down Your Vision and Culture
The Way It’s Made Can Be a Part of the Vision
Giving Your Team a Special Identity
The Magical World of the Pirate Life
Chapter 2: Steve’s Business Philosophy and Values
Recognizing the Need for a Values Statement
The Lack of Secrecy in the Early Apple
A Background in Business Values
Companies with Values that Steve Admired
Steve’s Most Important Value: Attention to Details
Chapter 3: People Who Know More than You
Cross-Pollination and Monday Meetings
Dangers of the Middle Management Fear-of-Change Syndrome
The Challenge of Finding New Team Leaders
Chapter 4: Steve’s Secrets for Selecting Great People
Talented People Know Other Talented People
Choosing People Who Can Adapt to the Style of the Leader
Special Hiring: Another Example
Chapter 5: Unusual Interviewing Techniques
“Let Me Tell You Where We’re Going”
Will This Person Be Able to Share Bad News?
Judging the Ability to Contribute
Chapter 6: To Protect Innovation, Create a Company within a Company
Reviving a Radical Idea: A Virtual Company within a Company
If All of Apple Had Become a Skunk Works
Off Course: An Argument with Peter Drucker
Checklist: Is Your Organization Pirates . . . or The Navy?
An Effective Structure Can Survive a Change of Command
Chapter 7: “No More Crap Products”
What Customers and Competitors Can and Can’t Tell You
Don’t Just Enter a Market, Build a Market
Becoming Your Own Best Customer
Steve Describes His Product-Creation Process
Chapter 8: More on Product Strategy
Maintaining Control of Quality
Steve’s Legacy: The Power of the User Interface
Chapter 9: Entrepreneurial Confidence and High Standards
Chapter 11: The Apple Workplace
Creating an Innovative Organization within a Navy Company
Chapter 12: When Selling Becomes More Important than the Product
Understanding All Parts of the Sales Equation
The Loudest Voices: Sales and Marketing
Sales Focus versus Product Focus at IBM
Chapter 13: “And One More Thing”
Content Is King, Platform Is God
Power of the Family—No User Left Behind
Chapter 14: Flowers at His Doorstep
A Warning from Steve about Pursuing the Wrong Values
It’s Too Easy to Be Satisfied with the Status Quo
Capturing the Steve Jobs Legacy