"How to Create a Company?" — Steve Jobs' 4 Rules

sometimes people come to me and say i want to  start a company and i say why he said oh i want   to make lots of money i said forget it that's not  a good enough reason you will not most likely you   will not succeed most people that have started  companies because they want to make lots of money   i haven't seen very many of those succeed the ones  that succeed are people that come sometimes they   don't even want to start a company they just have  an idea that they want to get out express out into   the world and oftentimes they have to start a  company because nobody else will listen to them   the most important thing though i think is  that if you're going to start something new   you have to feel passionate about it  because it's really hard it's so hard   to start a company you have to work so hard that  if you're not passionate about it you'll give up   and most of the difference between people that  succeed and people that don't is the people that   don't give up they give up sooner than the people  that succeed and you have to be passionate about   it because it's so difficult people say you you  have to have a lot of passion for what you're   doing and it's totally true and the reason is  uh is because it's so hard that if you don't   any rational person would give up it's really hard  and you have to do it over a sustained period of   time so if you don't love it if you're not having  fun doing it you don't really love it you're going   to give up and that's what happens to most people  actually if you really look at at the ones that   ended up you know being successful unquote in  the eyes of society and the ones that didn't   often times it it's the ones that are successful  loved what they did so they could persevere   when you know when it got really  tough and and the ones that   didn't love it quit because they're sane right  who would want to put up with this stuff if   you don't love it so it's a lot of hard work  and and it's a lot of worrying constantly and   if you don't love it you're gonna fail so  you gotta love it you gotta have passion i'm convinced that about half of what  separates the successful entrepreneurs   from the non-successful ones is pure perseverance  it is so hard you pour so much your life into this   thing there are such rough moments in time that  most people give up i don't blame them and it's   really tough and it consumes your life i mean if  you're if you've got a family and you're in the   early days of a company it's i can't imagine how  one could do it i'm sure it's it's been done but   it's rough because it's a pretty much you know  18-hour day job seven days a week for a while so   unless you have a lot of passion about this  you're going to not survive you're going to   give it up so you got to have an idea and or  a problem or a wrong that you want to write   that you're passionate about otherwise you're not  going to have the perseverance to stick it through we went through that stage in apple where we  went out and we thought oh we're going to be a   big company let's hire professional management  we went out and hired a bunch of professional   management it didn't work at all most of them were  bozos they they knew how to manage but they didn't   know how to do anything and so what if you're a  great person why do you want to work for somebody   you can't learn anything from and you know what's  interesting you know who the best managers are   they're the great individual contributors who  never ever want to be a manager but decide they   have to be a manager because all every no one else  is going to be able to do as good a job as them   the greatest people are self-managing they  don't need to be managed you if they know what   if once they know what to do they'll go figure out  how to do it they don't need to be managed at all   what they need is a common vision and that's  what leadership is what leadership is is having   a vision being able to articulate that so the  people around you can understand it and getting   a consensus on a common vision we wanted people  that were insanely great at what they did but   we're not necessarily those seasoned professionals  but who had on at the tips of their fingers and in   their passion the latest understanding of where  technology was and what we could do with that   technology and who wanted to bring that to lots  of people so the neatest thing that happens is   when you get a core group of you know 10 great  people that it becomes self-policing as to who   they led into that group so i consider the most  important job of someone like myself is recruiting   my model of business is the beatles you  know they were four very talented guys   who who kept each other's kind of negative  tendencies in check uh they balanced each   other and and and the sum was greater than the  the total was greater than the sum of the parts   and that's how i see business you know great great  things in business are never done by one person   they're done by they're done by a team of  people and and we've got that here at pixar   um and we've got that at apple as well and so  that's that's what lets me do this well you know   with the beatles when they were together uh they  did truly brilliant innovative work and when they   split up they did good work but it was it it was  never the same and i i see business that way too   it's really always a team you have to have  an extraordinary team because these are   these are um you're trying to climb a mount with  a whole party of people a lot of stuff to bring up   the mountain so one person can't do it everybody  working the company wants to do something great   they want to be excited about what they're working  on and and they want to be recognized for it when   if they do a really great job so we just try to  allow people to do the best work of their lives you know we try to hire really smart people  but we have a very simple organization   and we try to focus and do very few things well   and focusing's hard because focusing doesn't mean  saying yes it means saying no so we say we decide   not to do a lot of things so we can focus  on a few handfuls of things and do them well that's an incredible feeling to know that you had  something to do with it a and b to know it can be   done to know that you can plant something in the  world and it'll grow and and change the world   ever so slightly there needs to be someone who is  sort of the keeper and reiterator of the vision   because there's just a ton of work to  do and a lot of times you know when you   have to walk a thousand miles and you take  the first step it looks like a long ways   and it really helps if there's someone  there saying well we're one step closer   you know the goal definitely exists it's  not just a mirage out there so in a thousand   and one little and sometimes larger ways the  vision needs to be reiterated i do that a lot one of the things i've always found is that you've  got to start with the customer experience and work   backwards to the technology you can't start  with the technology and try to figure out   where you're going to try to sell it and  as we have tried to come up with a strategy   and a vision for apple it started with  what incredible benefits can we give to the   customer where can we take the customer not not  starting with let's sit down with the engineers   and figure out what awesome technology we have  and then how we're going to market that and i   think that's the right path to take i remember  with the laser writer we built the world's first   small laser printers you know and there was  awesome technology in that box we had the   first canon laser printing cheap laser printing  engine in the world in the united states here   at apple we had a very wonderful  printer controller that we designed   we had adobe's postscript software in there we  had apple talk in there just awesome technology   in the box and i remember seeing the first uh  printout come out of it and just picking it up   and looking at it thing you know we can sell  this because you don't have to know anything   about what's in that box all we have to do is  hold this up go do you want this and if you can   remember back to 1984 before laser printers it  was pretty startling to see that people went whoa yes you

Channel: Business Core

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Id: W0ViHtHONC4

Length: 8min 30sec (510 seconds)

Published: Mon May 31 2021