#249 Steve Jobs In His Own Words

In episode 249 of the Founders podcast, the host dives into the book "I, Steve: Steve Jobs in His Own Words," a collection of Steve Jobs' most insightful quotes, organized by theme. Jobs' passion for his work is highlighted as a key to his success, emphasizing the importance of loving what you do to persevere through the inevitable challenges. The host reflects on his own experience of discovering the book in a used bookstore, underscoring the value of physical bookshops in uncovering hidden gems. Jobs' insistence on the importance of hiring A-players and creating an environment that inspires them is also discussed, alongside his advocacy for simplicity in product lines and the necessity of a founder's vision in guiding a company. Jobs' approach to innovation, his thoughts on marketing, and his commitment to customer experience are outlined, with a focus on the intersection of technology and the humanities. The episode encapsulates Jobs' philosophy on product development, leadership, and the relentless pursuit of excellence, all while maintaining a beginner's mindset open to possibilities.

• Steve Jobs emphasizes the necessity of passion for enduring the challenges of hard work over time.
• Without passion, rational individuals would give up due to the difficulty and worry involved.
• Success often correlates with loving the work, which fuels perseverance through tough times.
• Those who love their work continue despite challenges, while those who don't love it tend to quit.

"And the reason is because this is so hard that if you don't, any rational person would give up." This quote highlights the extreme difficulty of sustained effort in one's work and the role of passion in overcoming that challenge.

"If you really look at the ones that ended up being successful in the eyes of society and the ones that didn't, oftentimes, it's the ones who were successful, loved what they did so they could persevere when it got really tough." Jobs identifies a common trait among successful individuals: a love for their work that enables them to persist through adversity.

• Steve Jobs views the quality of employees as the core of a company's success.
• The founder's main role involves recruiting talented individuals and creating an environment that values excellence.
• Employees should feel their work is part of a strong vision and that they are surrounded by equally talented peers.
• Collaborative recruiting and a culture that attracts top talent are essential.

"All we are is our people. That's what keeps us going to work in the morning, to hang around these great, bright people." This quote emphasizes the significance of employees in a company's success and the founder's motivation to work with talented individuals.

"Recruiting is the heart and soul of what we do." Jobs considers recruiting to be the most crucial activity for a founder, as it determines the quality of the company's workforce.

• Apple's culture is characterized by enthusiasm for work and a focus on being the best, not necessarily the first or biggest.
• The company's DNA is about innovation and leading the transformation of mass-market consumer electronics.
• Steve Jobs aimed for excellence in product design and user experience, prioritizing quality over speed to market.

"Our DNA hasn't changed. It's that mass market consumer electronics is turning into Apple." This quote suggests that Apple's influence is so strong that the broader market is evolving to align with Apple's values and approach.

"We're not going to be the first to this party, but we're going to be the best." Jobs articulates Apple's strategy of prioritizing product quality and user experience over being the first to introduce new technology.

• Steve Jobs advocates for simplicity in design, believing that the most elegant solutions are often the simplest.
• Achieving simplicity requires time and effort, which many people are unwilling to invest.
• Jobs contrasts Apple's dedication to simplifying complex problems with the tendency of other companies to accept complexity.

"Most people just don't put in the time or energy to get there." This quote reveals Jobs's belief that the pursuit of simplicity is often abandoned too early, and that dedication to the process is what sets Apple apart.

"The journey is the reward." Jobs's philosophy emphasizes the importance of the process and the experience over the end result or accolades.

• Apple does not rely on market research or consultants but focuses on creating great products based on intuition and vision.
• The company was founded with the intention of serving individuals rather than corporations, distinguishing itself from competitors like Dell or Compaq.
• Steve Jobs emphasizes the importance of a simplified product line for clarity and customer understanding.

"We don't do market research. We just make great products." Jobs highlights Apple's approach to product development, which relies on internal vision and innovation rather than external market data.

"The roots of Apple were to build computers for people, not for corporations." This quote underscores Apple's foundational goal of creating technology that empowers individuals rather than catering to corporate needs.

• Apple's organizational structure is designed to be simple, clear, and accountable.
• Employees are involved in the recruiting process, with the ability to veto potential candidates.
• The structure supports Jobs's mantra of focus and simplicity, which he believes is key to effective operations.

"The organization is clean and simple to understand and very accountable." Jobs describes the desired characteristics of Apple's organizational structure, emphasizing simplicity and accountability.

"It's not just recruiting after recruiting. It's building an environment that makes people feel they are surrounded by equally talented people and their work is bigger than they are." This quote reflects Jobs's view on the importance of creating a work environment that inspires and motivates employees by surrounding them with talent and purpose.

• Steve Jobs defines design not as aesthetic decoration but as the fundamental essence of a product.
• Good design encompasses both appearance and functionality, with a deep understanding of the product's purpose.
• The process of design requires a passionate commitment to fully comprehend and refine a product.

"Design is the fundamental soul of a man made creation that ends up expressing itself in successive outer layers of the product or service." Jobs articulates his belief that design is the intrinsic quality of a product that manifests in all aspects of its creation and presentation.

"To design something really well, you have to get it. You have to really grock what it's all about." This quote highlights the necessity of deep comprehension and passion in the design process, which goes beyond superficial understanding.

• Steve Jobs contrasts the motivation of the teams behind the Lisa and Mac computers, with the Mac team aiming for "insanely great" results.
• He stresses the importance of embracing innovation and being open to new ideas, even if it means abandoning current models.
• Jobs's personal values prioritize meaningful work over wealth, and he seeks to create products that contribute positively to the world.

"The Lisa people wanted to do something great and the Mac people wanted to do something insanely great. The difference shows." This quote differentiates between the aspirations of two product teams, with the Mac team's higher ambition reflected in their work.

"Being the richest man in the cemetery doesn't matter to me. Going to bed at night saying, we've done something wonderful. That is what matters to me." Jobs expresses his personal values, emphasizing the importance of creating meaningful products over accumulating wealth.

• Apple attracts individuals eager to take significant risks early in their careers.
• These individuals desire to impact the world significantly and quickly.

"We attract a different type of person. A person who doesn't want to wait five or ten years to have someone take a giant risk on him or her."

The quote emphasizes Apple's appeal to ambitious people who are not content with slow career progression and are looking for immediate opportunities to make substantial contributions.

"Someone who really wants to get in a little over his head and make a dent in the universe."

This quote suggests that Apple is a place for those who are willing to challenge themselves and aspire to create meaningful change in the world.

• Steve Jobs' role involves challenging employees to improve and excel.
• Excellence is a core expectation within the company's culture.

"My job is not to be easy on people. My job is to make them better."

Jobs explains that his responsibility is to push employees beyond their comfort zones to enhance their skills and performance.

"People judge you by your performance, so focus on the outcome. Be a yardstick of quality. Some people aren't used to an environment where excellence is expected."

This quote underscores the importance of maintaining high standards and being a benchmark for quality, which may be unfamiliar to those not accustomed to such an environment.

• Firing underperforming employees is a difficult but necessary part of maintaining excellence.

"It's painful when you have some people who are not the best people in."

Jobs acknowledges the discomfort in having to let go of employees who do not meet the company's high standards.

"Been exactly that, to get rid of some people who didn't measure up. And I've always tried to do it in a humane way, but nonetheless, it has to be done. And it's never fun."

The quote describes Jobs' approach to firing as a challenging task that must be done thoughtfully but decisively to uphold the company's quality.

• Focus involves rejecting numerous good ideas to concentrate on the most important ones.
• Innovation is about selective focus and saying no to many possibilities.

"But that's not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully."

Jobs clarifies that focus is not about pursuing every good idea but rather about making strategic choices and prioritizing.

"Innovation is saying no to a thousand things."

This quote encapsulates Jobs' philosophy that true innovation requires the discipline to refuse many ideas, even if they are good, to concentrate on the few that are truly exceptional.

• A technology company must have a culture centered on product development.
• The founder must act as a unifying force to ensure technologies coalesce into meaningful products.

"You need a very product oriented culture, even in a technology company. Lots of companies have tons of great engineers and smart people."

Jobs states the importance of a product-focused culture, even in tech companies that are rich in engineering talent.

"But ultimately, there needs to be some gravitational force that pulls it all together."

The quote implies that without a central, guiding force—often the founder—technological advancements may remain disparate and fail to form a cohesive product.

• Founders must focus on the product and customer experience over commercial concerns.
• Successful founders often achieve financial success as a byproduct of their product-focused philosophy.

"The founders with this philosophy wind up getting the money."

Jobs suggests that founders who prioritize product quality and customer experience tend to achieve financial success as a consequence of their focus.

"Because I'm the CEO and I think it can be done."

This quote illustrates the founder's role in pushing the company beyond perceived limitations, as Jobs did with the iPhone's development.

• Embracing change and being willing to discard past identities are key to living creatively.
• Steve Jobs' evolution from a young entrepreneur to a visionary leader is a testament to this principle.

"You have to not look back too much. You have to be willing to take whatever you've done and whoever you were and throw them away."

Jobs emphasizes the importance of letting go of the past to innovate and move forward creatively.

"The person he was at 30 is vastly different than who he's going to become when he's 45, 55."

The quote reflects on Jobs' personal growth and transformation over the years, highlighting the continuous process of evolution that contributed to his success.

• Apple's initial goal was to share the joy of computing with friends, not to become a large corporation.
• Passion for the product itself can lead to significant, unintended success.

"We really built the first computer because we wanted one."

Jobs explains that Apple's first computer was born out of personal desire and passion for the technology, not from a business-first perspective.

"Which is just building the best computer that I wanted to use."

This quote indicates that Jobs' focus was on creating a product he personally believed in and wanted to use, which led to broader success.

• Interviews at Apple may involve pressuring candidates to test their conviction and pride in their work.

"I want to see what people are like under pressure."

Jobs describes his interview technique of challenging prospective employees to assess their resilience and belief in their past work.

• Exposing oneself to humanity's best achievements is crucial for innovation.
• "Stealing" great ideas is part of creating exceptional products.

"Picasso had a saying, good artists copy, great artists steal. And we have always been shameless about stealing great ideas."

Jobs endorses the concept of adopting and adapting the best ideas from others as a legitimate strategy for innovation.

• A great company is necessary to build great products.
• Listening to customers is important, but breakthroughs come from visionary thinking.

"My philosophy is that everything starts with a great product."

Jobs' philosophy is product-centric, asserting that a great product is the foundation of a successful company.

"You have to go out and sort of stow away. You have to go hide away with people that really understand the technology."

The quote suggests that deep understanding and focus on technology and customer care are essential for conceiving the next industry-changing product.

• Jobs discusses the exhaustive work involved in returning to Apple, despite already being financially secure.

"I've never been so tired in my life."

Jobs shares his personal experience of the demanding work schedule he maintained after returning to Apple, highlighting his dedication.

• Jobs is recognized for his clear communication style and sharp wit.

"I'm looking for a fixer upper with a solid foundation."

This metaphorical quote showcases Jobs' ability to communicate his intentions and vision in a relatable and humorous manner.

• Jobs' concern for Apple's legacy is tied to the company's ability to maintain the wonder of computing.
• Simplicity in products is a key goal, making them accessible and easy to use.

"If Apple becomes a place where computers are a commodity item, where the romance is gone."

Jobs reflects on his desire for Apple to remain a company that inspires awe and innovation rather than becoming mundane.

"We designed this crazy new computer with color and a whole bunch of other things called the Apple two."

The quote describes the innovative and user-friendly nature of Apple's early products, which set the stage for the company's approach to design and functionality.

• Steve Jobs emphasizes the importance of simplicity in technology, as people's lives are busy and learning to use complex devices is not feasible.
• He illustrates this point with the simplicity of Atari's game instructions.

"It's insane. We all have busy lives. We have jobs, we have interests, and some of us have children. Everyone's lives are getting busier, not less busy. You just don't have time to learn this stuff. And everything's getting more complicated. We don't have a lot of time to learn how to use a washing machine or a phone."

This quote highlights the need for user-friendly technology that fits into the increasingly busy lives of consumers.

• Steve Jobs discusses Macintosh's role in challenging the status quo of the computer industry, particularly against IBM.
• He articulates the importance of having a clear vision and the courage to pursue it despite opposition.

"Macintosh was basically this relatively small company in California taking on the Goliath, IBM, and saying, wait a minute, your way is wrong. This is not the way we want computers to go. This is not the legacy we want to leave. This is not what we want our kids to be learning. This is wrong. And we are going to show you the right way and do it. And here it is, and it's so much better."

Jobs emphasizes the need for companies to have a strong point of view and to take on industry giants when necessary to create better products.

• Jobs asserts that marketing is crucial for companies, especially if they believe their products improve lives.
• He conveys his ambition for Apple's global presence through effective marketing.

"My dream is that every person in the world will have their own Apple computer. To do that, we've got to be a great marketing company."

Jobs stresses the importance of marketing as a tool to spread products that enhance lives, reflecting his belief in Apple's mission.

• Jobs criticizes Microsoft for lacking taste and producing subpar products.
• He uses this critique to highlight the importance of product quality over profitability.

"The only problem with Microsoft is they have no taste. I have a problem with the fact that they just make really third rate products."

Jobs expresses his belief that Microsoft's success is not rooted in quality, which is a problem from his perspective.

• Jobs discusses how innovation is not solely dependent on R&D budgets, using Apple's success with the Mac as an example against IBM's massive R&D spending.
• He stresses the importance of the right team and leadership over financial investment in R&D.

"When Apple came up with the Mac, IBM was spending at least a hundred times more on research and development. It's not about money. It's about the people you have, how you're led, and how much you get it."

This quote underlines Jobs' belief that innovation is driven by people and leadership rather than just financial resources.

• Jobs describes his role in creating an environment for the Macintosh team to thrive.
• He speaks about the shared vision and exceptional qualities of the team members.

"The people who are doing the work are the moving force behind the Macintosh. My job is to create a space for them, to clear out the rest of the organization and keep it at bay."

Jobs highlights the significance of a supportive work environment and a cohesive team in achieving groundbreaking work.

• Jobs criticizes the netbook as an inferior product category and uses this to explain Apple's focus on creating innovative products like the iPad.
• He emphasizes the importance of not following market trends but instead creating new categories that offer better solutions.

"Netbooks aren't better than anything. They're just cheap laptops."

This quote reflects Jobs' philosophy on product innovation and his commitment to quality over cost.

• Jobs speaks about the integration of technology with the liberal arts and humanities to create products that resonate emotionally with users.
• He argues that this approach is what sets Apple apart in the development of post-PC devices.

"It is in Apple's DNA that technology alone is not enough; it's technology married with liberal arts, married with the humanities that yields us the result that makes our hearts sing."

Jobs articulates Apple's unique strategy of blending technology with other disciplines to create intuitive and emotionally engaging products.

• He emphasizes the importance of not becoming complacent after success and the need to constantly pursue new achievements.
• Jobs encourages a mindset of continual improvement and innovation.

"If you do something and it turns out pretty good, then go do something else wonderful. Don't dwell on it for too long. Just figure out what's next."

This quote encourages a forward-thinking approach, always looking for the next challenge or opportunity.

• Jobs discusses Apple's unique position in controlling the entire product experience, from hardware to software.
• He sees this as a key competitive advantage that allows Apple to create unparalleled user experiences.

"We're the only company that owns the whole widget, the hardware, the software, and the Operating system. We can take full responsibility for the user experience."

This quote illustrates Jobs' pride in Apple's comprehensive control over its products and how this sets the company apart.

• Jobs talks about the importance of loving what you do to achieve great work and personal satisfaction.
• He advises not to settle until you find work that you are passionate about.

"The only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. Don't settle."

This quote conveys Jobs' belief that passion is essential for both producing exceptional work and finding personal fulfillment.

• Jobs states that perseverance is a key differentiator between successful and unsuccessful entrepreneurs.
• He stresses the need for passion to fuel the perseverance required to overcome challenges and succeed.

"I'm convinced that about half of what separates successful entrepreneurs from the non-successful ones is pure perseverance."

This quote underscores the critical role of determination and resilience in entrepreneurial success.

• Jobs praises Pixar's unparalleled talent in computer graphics and animation.
• He uses Pixar as an example of a company that achieves greatness by focusing on what others cannot do.

"Pixar's got by far and away the best computer graphics talent in the entire world, and it now has the best animation and artistic talent in the whole world to do these kinds of films."

This quote reflects Jobs' admiration for Pixar's specialized expertise and its strategic focus on unique capabilities.

• Jobs discusses the relationship between company size and the concentration of talent, using Pixar as an example.
• He suggests that greatness often conflicts with scale and that smaller teams can maintain a higher level of exceptional talent.

"Apple has some pretty amazing people, but the collection of people at Pixar is the highest concentration of remarkable people I have ever witnessed."

This quote highlights Jobs' belief in the power of small, highly skilled teams over larger, less specialized groups.

• Jobs shares a personal anecdote about prioritizing what truly matters in life, which led him to pursue a relationship with his future wife Laurene.
• He uses this story to illustrate the importance of making decisions based on what is most meaningful.

"If this is my last night on earth, would I rather spend it at a business meeting or with this woman? I ran across the parking lot, asked her if she'd have dinner with me."

This quote demonstrates Jobs' approach to decision-making by considering what is most valuable and impactful in the long term.

• Steve Jobs identifies the core issue as the products lacking appeal.
• Emphasizes the importance of product allure, akin to Steve Jobs' philosophy.

The products suck. There's no sex in them anymore.

This quote highlights Jobs' dissatisfaction with uninspired product design, stressing the need for products to captivate users.

• Jobs' approach to product design is not typical; it is deeply personal and artistic.
• He views product creation as an art form, with meticulous attention to detail.

It's not normal.

The brevity of this quote underscores Jobs' acknowledgment that his perspective on product design is unique and unconventional.

• Jobs' philosophy emphasizes the aesthetic and sensory appeal of product design.
• He believes in creating user experiences that are so compelling they elicit a visceral reaction.

We made the buttons on the screen look so good that you want to lick them.

This vivid quote encapsulates Jobs' design philosophy, where the visual appeal of the product is so strong it provokes a physical desire.

• Jobs asserts that it's the company's responsibility to innovate, not the customers'.
• He believes in understanding what the company wants and ensuring it aligns with what many people will want.

That's your job, not the customer's job.

This quote reflects Jobs' belief that companies should lead innovation rather than rely on customer input for new ideas.

• Jobs references Henry Ford to illustrate the point that customer input may not lead to true innovation.
• Emphasizes the importance of foresight and vision in product development.

If I had asked my customers what they wanted, they would have told me a faster horse.

Jobs uses Ford's quote to argue that revolutionary ideas often come from visionaries, not customer surveys.

• Jobs highlights Apple's distinct capability to integrate multiple disciplines under one roof.
• He stresses the importance of mastering the fundamentals in any field.

We're the only people left in the computer industry that can do that.

This quote is a testament to Apple's unique approach to integrating hardware, software, and services, which was uncommon in the industry at the time.

• Jobs likens building products to a love affair, emphasizing passion and quality.
• He compares product development to craftsmanship, where every detail matters, even if not directly visible.

We just wanted to build the best thing we could build.

This quote underscores Jobs' commitment to excellence and quality in product development, akin to a craftsman's dedication to their art.

• Jobs explains the rationale behind Apple's retail locations in high-end malls.
• He argues that convenience and customer experience are key to Apple's retail strategy.

The real estate was a lot more expensive, but people didn't have to gamble with 20 minutes of their time.

This quote demonstrates Jobs' focus on user experience, choosing prime retail locations to make visiting Apple stores more convenient for customers.

• Jobs reflects on his decision to return to Apple despite personal risks.
• He draws inspiration from Bob Dylan and Picasso, who continuously risked failure to remain true artists.

This apple thing is that way for me.

Jobs equates his return to Apple to an artist's journey, willing to risk failure to pursue his passion and vision.

• Jobs acknowledges the foresight and success of Bill Gates in creating the first software company.
• He highlights the unconventional nature of the software business and its economic characteristics.

Bill Gates built the first software company before anyone in our industry knew what a software company was.

Jobs gives credit to Gates for pioneering the software industry, recognizing the significant advantage Gates gained through his early insight.

• Jobs discusses learning from the successes of companies like Sony but also competing and improving upon their ideas.
• He identifies opportunities in the market where competitors are weak, such as software for portable music devices.

Learn from your heroes, but keep in mind, you can compete with them, right?

This quote encapsulates Jobs' belief in drawing inspiration from successful models while also striving to surpass them through innovation.

• Jobs emphasizes the power of storytelling in both technology and animation.
• He insists on the importance of quality and not compromising on core values for the sake of expediency.

Storytellers are the most powerful people in the world.

Jobs' quote expresses his conviction that storytelling is a fundamental tool for connecting with audiences and conveying a brand's values.

• Jobs speaks on the impact of success and the willingness to continue innovating and creating.
• He stresses the importance of survival in the industry through innovation.

Optimize for survival. To win, you must first survive.

Jobs' quote reflects his strategic focus on ensuring Apple's survival through continuous innovation, positioning the company to win in the long term.

• Jobs explains the Think Different campaign as a way to communicate Apple's values.
• He believes that knowing someone's heroes reveals a lot about them.

We thought, we're going to tell people who our heroes are.

This quote reveals the strategic thinking behind the Think Different campaign, which aimed to align Apple with the values of influential and innovative figures.

• Jobs advocates for pushing beyond conventional solutions to find elegant, underlying solutions to problems.
• He emphasizes the finite nature of time and advocates living authentically and courageously.

Your time is limited. Don't waste it living someone else's life.

Jobs encourages people to make the most of their time by following their own path and not succumbing to external pressures.

• Jobs reiterates the centrality of the customer experience to Apple's philosophy.
• He compares Apple's dedication to user experience to Pixar's commitment to storytelling.

The most important thing is the customer experience.

This quote highlights Jobs' unwavering focus on ensuring that products and services are designed with the user's ease and enjoyment in mind.

• Jobs discusses the importance of having a clear vision and the willingness to innovate rather than imitate.
• He remains open to future opportunities and continuous learning.

We're gambling on our vision, and we would rather do that than make me two products.

Jobs' quote reflects his commitment to innovation and his confidence in Apple's vision, even when it involves taking significant risks.

• Jobs expresses a desire to learn from historical figures like Socrates.
• He sees value in the wisdom of the past to inform present and future innovations.

I would trade all my technology for an afternoon with Socrates.

This quote illustrates Jobs' appreciation for the timeless insights of historical figures and the potential impact of their wisdom on modern innovation.

• Jobs acknowledges the reality of working intensely and the need to balance it with personal well-being.
• He shares insights from Bill Gates on the unsustainable nature of an overly demanding work schedule.

You can't do that forever.

This quote reflects the understanding that while hard work is important, it must be sustainable over the long term to maintain personal health and well-being.

• Jobs speaks to the value of maintaining a beginner's mindset, which allows for creativity and openness to new possibilities.
• He contrasts this with the limited perspective that can come with being an expert.

In the beginner's mind, there are many possibilities, but in the experts, there are few.

Jobs emphasizes the importance of staying open-minded and willing to learn, which he sees as key to creative and innovative thinking.