I will start with one of them that is sort of funny: “You don’t need to take notes. If it is important, you’ll remember it.” Some people take note of everything. I find it valuable; it is something like making a double entry in the brain. However, I follow the advice of Jobs.
Jobs describes Apple in his own words: “All we are is our ideas, our people.” In general, Apple is assumed to be a technology company; but, it is a company of ideas, the ideas of creative, imaginative people. It is a company of people who turn dreams into reality. So, the most important asset of every company is people. Steve Jobs says that recruiting the right people is the heart and soul of what he does. Steve Jobs uses very interesting metaphors: “…. I think death is the most wonderful invention of life. It purges the system of these old models that are obsolete.” In terms of social transformation, the systems can only change if people change. And sometimes if people do not change systems by themselves, other people start to wait for their death.
Steve says: “If the hardware is the brain and sinew of our products, the software in them is their soul.” This phrase is a compliment to Apple products and software; but at the same time, it makes you think about your brain and soul. The health and capacity of our brains are important; at the same time, the soul is important. We have to pay attention to protect both of them.
Steve Jobs never believed that art and science are ever separate. “Leonardo Da Vinci was a great artist and a great scientist. Michelangelo knew a tremendous amount about how to cut stone at the quarry.” Several times Steve Jobs says, “We want to make great products.” The word “great,” I think includes both art and science.
Steve Jobs doesn’t like Microsoft’s performance. He thinks that they have no taste. He thinks they succeed with third rate products. Their products are not admired. Steve Jobs always believes all businesses should have passion. He uses extraordinary metaphors to say it: “It is better to be a pirate than to join a navy.” He believes only passionate people can break the rules and create something new. Others can only obey the rules. “If you don’t have passion in what you’re doing, it’s really hard. So if you don’t love it, if you’re not having fun doing it, you really don’t love it, you’re going to give up.” Steve Jobs’ philosophy is always based on performance: “I get 50 cents a year for showing up … and the other 50 cents is based on my performance.” In his interviews, he always claims, payment should be based on performance and output. Steve Jobs always believed in simplicity: There’s very strong DNA within Apple and that’s about making it easy for people … people who don’t want to read manuals, people who live very busy lives. “I, Steve” is a book full of insights and any business person should read it.