You have to look forward. We figure out what we want.
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Neither of us had any idea that this would go anywhere. Woz is motivated by figuring things out.
He concentrated more on the engineering and proceeded to do one of his most brilliant pieces of work, which was the disk drive, another key engineering feat that made the Apple II a possibility. I was trying to build the company, trying to find out what a company was. The best example of all and one of the greatest jobs of marketing that the universe has ever seen, is Nike. Remember, Nike sells a commodity.
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They sell shoes. And yet, when you think of Nike, you feel something different than a shoe company. What does Nike do in their advertising? They honor great athletes, and they honor great athletics. More important than building a product, we are in the process of architecting a company that will hopefully be much more incredible, the total will be much more incredible than the sum of its parts. Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world? My dream is that every person in the world will have their own Apple computer.
None of the really bright people I knew in college went into politics. All of them are in business now, which is funny, because they were the same people who trekked off to India or who tried in one way or another to find some sort of truth about life. Our goal is to make the best personal computers in the world.
We have a major opportunity to influence where Apple is going. As every day passes, the work fifty people are doing here is going to send a giant ripple through the universe. I am really impressed with the quality of our ripple. Someone who really wants to get a little over his head and make a little dent in the universe.
What I do all day, is meet with teams of people, and work on ideas, and solve problems, to make new products, to make new marketing programs, whatever it is. What they need is a common vision. What are customers saying?
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How responsive are we? Do we have the best products and the best people? Those are the kind of questions you have to focus on. About 10, of them are in the stores.
Some of them are just key individual contributors. When a good idea comes, you know, part of my job is to move it around, just see what different people think, get people talking about it, argue with people about it, get ideas moving among that group of people, get different people together to explore different aspects of it quietly, and, you know — just explore things.
Companies, as they grow to become multi-billion-dollar entities, somehow lose their vision. They insert lots of layers of middle management between the people running the company and the people doing the work. They no longer have an inherent feel or a passion about the products. 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.theattitudemarketing.com/wp-includes/14/hyp-come-vedere-se.php
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My job is not to be easy on people. My job is to make them better.
My job is to pull things together from different parts of the company and clear the ways and get the resources for the key projects. And to take these great people we have and to push them and make them even better, coming up with more aggressive visions of how it could be. And that keeps the B players, the bozos, from larding the organization, only the A players survive. I want to see what people are like under pressure. If they fall in love with Apple, everything else will take care of itself.
We hire people who want to make the best things in the world. They work nights and weekends, sometimes not seeing their families for a while. Sometimes people work through Christmas to make sure the tooling is just right at some factory in some corner of the world so our product comes out the best it can be.
People care so much, and it shows. They have to be really smart. But the real issue for me is, are they going to fall in love with Apple? All we are is our ideas or people. The secret of my success is that we have gone to exceptional lengths to hire the best people in the world. We do it ourselves and we spend a lot of time at it.
So I take it very seriously. How do I feel about this person? Why are they here? And everything else will take care of itself.
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But nonetheless it has to be done and it is never fun. That really turned out to be a bozo product. Why did you work on that? I want to see if they just fold or if they have firm conviction, belief, and pride in what they did. You should never start a company with the goal of getting rich. Your goal should be making something you believe in and making a company that will last. It will just ruin their lives. And if you die without kids, it will all go to the Government.
Almost everyone would think that he could invest the money back into humanity in a much more astute way than the Government could. The challenges are to figure out how to live with it and to reinvest it back into the world, which means either giving it away or using it to express your concerns or values. It was giant! I mean, it was phenomenal! This year, it will be a billion and a half. The neatest thing was, by , I was able to walk into classrooms that had 15 Apple computers and see the kids using them.
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