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Index
INTRODUCTION $380 Billion Anatomy of a Superstar The Core Idea A Road Map to Excellence CHAPTER 1 BORN Early Adoption Open Circuit Enlightenment The Apple I, Almost a Computer Executek? Or Apple Computer? Rejection? So What: The Vision Gains Momentum From Genesis to Exodus A Mac in Every Household CHAPTER 2 BORN AGAIN What Came NeXT More Than a Toy Story Back to the Future: Steve Returns to Apple The Vision Gets a Soundtrack One-Button Success: The iPhone Putting It All Together: The iPad Against the Grain: Achieving Excellence in Retail “Unfortunately, That Day Has Come …” CHAPTER 3 MODEL All Leaders Are Tyrants Button-Down Definitions of Leadership A Different Drummer The “Tyrant” Part Rule Maker, Rule Breaker A Definition Steve Would Have Liked Achievement, Not Money and Power The Zen of Respect The Right Hand for the Left Hand The Steve Jobs Leadership Model CHAPTER 4 CUSTOMER A Decent Burial Faster Horses Don’t Matter There’s a “C” in Leadership Sensing Your Customers See the Customer See the Experience Be the Customer Should You Try This Yourself? Developing Your Own Customer Connectivity Vision: The Glue Connecting the Customer to Your Organization CHAPTER 5 VISION Not Invented Here—Just Made Perfect The Difference between Invention and Innovation What Is a Visionary? Can You Be a Visionary? What Is a Vision? Don’t Confuse Vision with a Mission Don’t Confuse Vision with Passion It’s All about Synthesis CHAPTER 6 CULTURE The Culture of Can Do “It’s More Fun to Be a Pirate Than to Join the Navy” “The System Is That There Is No System” “The Only Way to Do Great Work Is to Love What You Do” Keeping the Focus CHAPTER 7 PRODUCT Cool Air at the Summit “It’s Not a Phone, It’s a Platform” “Simple Can Be Harder Than Complex” Don’t Forget the Cool CHAPTER 8 MESSAGE Be the Face of Your Company Outside In The Message—Simple and Elegant Special Delivery CHAPTER 9 BRAND Brand Essence On Developing a Personal Brand Personal Brand Matters Personal Brand, Company Brand Reaching the Summit The Legacy Lives On INDEX
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