What Would Steve Jobs Do? How the Steve Jobs

Lead and succeed like the world's greatest business innovator When it comes to Steve Jobs, everyone from business journalists to the average iPod owner asks the same question: How did he doit? Anyone facing practical business challenges on a daily basis, though, reframes the question to What would Steve Jobs do? Finally, someone answers the question in a way that gives business owners and managers something to work with. What Would Steve Jobs Do?breaks down Jobs's genius into six manageable parts, which you can use to face today's toughest business challenges and transform your company into an Apple-style industry leader. Learn how Jobs viewed the customer. Find out how he built Apple's culture. Discover his pioneering approaches to marketing, branding, team building, and leading. Running a successful business today is tougher than it has been in generations-if not ever. No one understood this better than Steve Jobs. He is gone, but his legacy of business creativity and innovation is unparalleled. Surmount every challenge that comes your way and take your business to new heights using these lessons from the greatest innovator of our time. Peter Sanderis the author of 27 business books on innovation, marketing, economics, and investing.

Introduction	p. xi
$380 Billion	p. xiv
Anatomy of a Superstar	p. xvi
The Core Idea	p. xvii
A Road Map to Excellence	p. xix
Born	p. 1
Early Adoption	p. 3
Open Circuit	p. 5
Enlightenment	p. 6
The Apple I, Almost a Computer	p. 8
Executek? Or Apple Computer?	p. 9
Rejection? So What: The Vision Gains Momentum	p. 10
From Genesis to Exodus	p. 11. A Mac in
Born Again	p. 23
What Came NeXT	p. 25
More Than a Toy Story	p. 27
Back to the Future: Steve Returns to Apple	p. 28
The Vision Gets a Soundtrack	p. 32
One Button Success: The iPhone	p. 34
Putting It All Together: The iPad	p. 35
Against the Grain: Achieving Excellence in Retail	p. 37
"Unfortunately, That Day Has Come	p. 41
Model	p. 45
All Leaders Are Tyrants	p. 46
Button-Down Definitions of Leadership	p. 48
A Different Drummer	p. 51
The "Tyrant" Part	p. 52
Rule Maker, Rule Breaker	p. 55
A Definition Steve Would Have Liked	p. 57
Achievement, Not Money and Power	p. 60
The Zen of Respect	p. 61
The Right Hand for the Left Hand	p. 64
The Steve Jobs Leadership Model	p. 65
Customer	p. 73
A Decent Burial	p. 75
Faster Horses Don't Matter	p. 77
There's a "C" in Leadership	p. 82
Sensing Your Customers	p. 84
See the Customer	p. 85
See the Experience	p. 88
Be the Customer	p. 95
Should You Try This Yourself?	p. 99
Developing Your Own Customer Connectivity	p. 100
Vision: The Glue Connecting the Customer to Your Organization	p. 101
Vision	p. 105
Not Invented Here Just Made Perfect	p. 108
The Difference between Invention and Innovation	p. 109
What Is a Visionary?	p. 113
Can You Be a Visionary?	p. 114
What Is a Vision?	p. 115
Don't Confuse Vision with a Mission	p. 119
Don't Confuse Vision with Passion	p. 120
It's All about Synthesis	p. 121
Culture	p. 127
The Culture of Can Do	p. 129
"It's More Fun to Be a Pirate Than to Join the Navy"	p. 134
"The System Is That There Is No System"	p. 138
"The Only Way to Do Great Work Is to Love What You Do"	p. 145
Keeping the Focus	p. 149
Product	p. 155
Cool Air at the Summit	p. 157
"It's Not a Phone, It's a Platform"	p. 158
"Simple Can Be Harder Than Complex"	p. 165
Don't Forget the Cool	p. 169
Message	p. 173
Be the Face of Your Company	p. 178
Outside In	p. 180
The Message Simple and Elegant	p. 181
Special Delivery	p. 184
Brand	p. 193
Brand Essence	p. 195
On Developing a Personal Brand	p. 197
Personal Brand Matters	p. 200
Personal Brand, Company Brand	p. 202
Reaching the Summit	p. 204
The Legacy Lives On	p. 206
Index	p. 209
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What Would Steve Jobs Do? How the Steve Jobs Way Can Inspire Anyone to Think Differently and Win

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