Guy Kawasaki, tells Dubai 10 things he learnt from Steve Jobs.

so this afternoon I'm going to talk about the lessons that I learned working for steve jobs so let me give you the main lessons that I learned from Steve so number one lesson that I learned from steve is that way before it was politically correct in America he had this total attitude that the only thing that matters is competence and I can tell you what total certainty that he didn't care what race yer what gender you were what sexual orientation you were what religion anything all he cared was that you were good his world was very black or white it was good or terrible there's nothing in between it was that simple that's the only way he looked at it and I have a picture here recently there was a kind of Macintosh reunion and all of these women were direct reports to steve jobs so they ran finance and they ran a marketing and they ran a PR and all these things and so we had this panel where she was the host the woman in blue but these five women all more or less reported directly to Steve and they told her stories about you know how Steve took them took Steve took with him this woman to Japan to meet with Sony about using the Sony dish drive in the Macintosh and the Sony people told him that they would not negotiate with her and steve told sony if you don't negotiate with her you have no deal for leaving so that's the kind of person he was and this is waiting for all the political reckless happened in America so it's a very valuable lesson that I learned from steve is like all you care about is the competence of the person that's number one or two when i learned from steve is and you know customers really cannot tell you what they need going back to my morning presentation now if you went to someone who was buying your harvested ice it's not clear that if you said well what do you need could they describe an ice factory and if you went to an ice factory customer could they have described what they wanted for the next generation they probably would have said well maybe faster delivery cheaper prices you know some way of improving the ice factory business I don't think anybody would accept or would ask for a refrigerator and so with Apple when we asked our customers back in the mid-80s what do you want what did they tell us figure faster cheaper Apple to nobody said create a Macintosh with an incompatible operating system with no software that had a mouse that was completely different form factor we created something that no one was asking for and I learned this from steve jobs that when you're jumping to the next curve when you're creating the next curve is very hard to ask your current customers what they want if your Kodak can you imagine someone who's buying lots of film and you're saying well what do you want from Kodak and they would say well I don't know better color film cheaper color film more or exposures on a roll none of them would say ona throw all that chemical technology out we want a digital camera wouldn't have happened the third thing that I learn from steve is that if you want great accomplishments you have to aim high you have to expect people to rise to the occasion you can call them you can't baby them you can't say well let's just ship a personal computer let's just ship another personal computers see how we do for Steve and this is one of my favorite pictures of Steve I don't know if that gesture needs the same thing in your culture as it doesn't mind let's just say it's not a positive thing that he's selling IBM the way he positioned it to us was we need to stop totalitarianism we need to stop or Willens we stop a world where information is controlled we need to stop or work where IBM controls everything so IBM although it is now a friend of Apple back then it was positioned as the enemy a magnificent enemy that was trying to change society so our epic battle was not to merely ship a personal computer it was to prevent worldwide domination by someone who's trying to control information he made us aim high next thing I learned from steve is that less is more less is more in design less is more in employee headcount less is more in everything but the most obvious example I can find of Steve Jobs his preference for less is more is this this is a Steve Jobs slide let me take it struck this for you so we have one big graphic logo we have the word I to this is about a 200 point font this is the best windows I've ever written down so 90.5 so we have one two three four five six seven we have seven words on this slide one graphic in seven words this is a typical Steve Jobs slide because he wants you to read that very quickly and then focus on what he says by contrast look at this slide season know you tell me I'll give you half an hour you can read this whole slide you know what are you supposed to look at what are you supposed to comprehend from this now clearly yoga hates us all so successful so I can't tell you that if you have slides like this it means you'll fail but I think it's very hard to debate the fact that this slide is much more effective than this slide and I learned that less is more both companies successful both billionaires but I would make the case that Bill Gates had to overcome his slides to see why make it any harder for yourself make slides like this and it's not just slides it's the user interface it's the industrial design less is more next thing I've learned is that changing your mind is a sign of intelligence how many people think the cheetah your mind is a sign of weakness sign of stupidity a sign that you made a mistake but not Steve so this is part of the address that he made when he first introduced the iphone let me read it to you all renovated of approach using web to 10 based standards lets developers create amazing new applications while keeping the iphone secure and reliable Julie levis 2007 let me translate that for you what he's saying is that the iphone is a closed system you cannot write standalone apps for iphone you have to use a safari plugin that's what that says a year later Apple executives to showcase man Lewiston leopard and OS 10 iphone development platforms at WWDC 2008 keynote let me translate this for you this is saying now you can write standalone iphone apps this is a 180-degree reversal number six number six is that Steve Jobs truly appreciated engineers he did not see engineers as cogs in a wheel he saw engineers as artists this is hardware engineer burl Smith he designed much of the hardware of Macintosh and he Steve had a great attitude towards him if anything he held engineers as heroes on the pecking order of Steve Jobs an engineer was much higher than a marketeer engineers his artists next thing either that some things need to be believed to be seen this is the story of Apple because oh my in 1996 1997 now that period where Apple was in turmoil Steve Jobs is fired I can come back do they buy next what do they do who would have believed that apple would eventually become this company the first seven hundred billion dollar company not I because I left Apple twice in my career I left Apple in 1987 and 1997 if I had stayed either of those two times I would not be here right now I would be I don't know where but I wouldn't even not that I don't like I would not be worth doing anymore and so what I learned is that you know most people believe well in order to believe something you have to see it give me proof what I learned from steve is that the world can be quite the opposite then if you believe in something you'll be able to see it if you believe that Dubai has a future in high technology then it will happen my experience in my career a near-death experience is a very good thing if you don't die it's a very goodness life-changing when Apple nearly died it changed the company and turn the company around so I'm not advocating that you quoted purposely tried to die but a near-death experience is a very motivating factor now sake

Channel: Khaleej Times

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Rating: 5 out of 5

Keywords: Times, Steve jobs, Innovation live, Khaleej Times, Gulf, Apple, Khaleej, Dubai, Evangelist, KnowYourKT, UAE, Guy Kawasaki, News, Middle East, Video

Id: VK7ujt5cIug

Length: 10min 10sec (610 seconds)

Published: Mon Nov 21 2016