ob apple- steve jobs
TRANSCRIPT
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Innovation distinguishes between a leader and a follower.
Steve Jobs
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• Expertise: – once Microsoft’s biggest competitor;
solved compatibility issues of own OS-iMac superior to windows in certain areas,( innovation in software rather than hardware ), developed video editing program, developed iTunes in association in just 3 months-
– Jobs vision of focusing on the future of computer technology helps innovate.
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• Creativity skills:– Talent to see the familiar in different light; – Used risky moves when innovating, like with
software technology. – Mixed OS, seized opportunity of organised
digital online music at right time with CD ROMS and iTunes.
– Analogy- from iTunes to the iPod; convenient.
• Steve jobs possesses this component in the highest degree.
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• Task motivation– Jobs is charismatic leader- vision
inspired employees. – Apple has sufficient expertise and a
work culture that demands creativity combined with freedom of ideas.
– Jobs’ insistence on managers’ innovation was a personal challenge that worked as a motivator.
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charismatic
• Vision; articulation– developing best customer experience;
defined areas requiring innovation.
• Personal risks– Partnered with the enemy ( Microsoft)
• Unconventional behavior; sensitivity– Proved to be worthy by bouncing back;
took up a challenge that already had legal issues.
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• Influential 1) Appealing vision – user friendliness. 2) Vision statement- committed to
bringing best computing experience to students, professionals through innovative hardware & software offerings. ( one of Top vision statements )
3) Example to follow- demonstrate courage & conviction.
4) Self belief.
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participative
• Contingency theory- Path Goal- leader behaviour
• Takes input of others into account; assumes final decision-making authority
• For software advancement- – Jobs used input of Next, partnered with
Microsoft, was open to outsourcing video editing to Adobe, teamed up with Soundstep.
• Pushed company employees for innovative thinking.
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• Big Five personality model: – Extravert: High spirited:: High – Agreeable: Cooperation: Average– Conscientious: High standards:: High– Emotional Stability: Confident:: High– Openness to experience: Creative::
High
• Self- monitoring • Risk-taking• Pro-active personality
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• MBTI model. – Extraverted vs. introvert: Extravert – Sensing vs. intuitive: Intuitive– Thinking vs. feeling: Thinking– Judging vs. perceiving: Perceiving
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unfreezing
• Apple’s status quo initially- nothing new on offer, non innovative, lackluster.
• Unfreezing involved thinking out of the box, right direction.
• On Jobs’ return, proceeded to assume responsibility by taking risks (partnering with Microsoft)-gaining from them, thus building up on confidence.
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movement
• Jobs’ firstly improved Apple’s own OS Mac through collaborations and upgradations.
• Acted democratically, pushed managers to think innovation.
• Kept the market for Apple buzzing by developing video editing.
• Wrapped “great ideas inside great ideas” – improved hardware alongside.
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• Tested the online music market by introducing CD ROMs; also optimally utilising Apple's expertise.
• This first step in marketing digital music fostered innovation further.
• Apple then developed iTunes, superior to Windows’ and so, a boost to spirits.
• The running success led to the most innovative idea of all, the iPod.
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refreezing• After creating the iPod, Apple further
cemented its position in the market. • It followed its ‘best customer
experience’ vision and supplemented the iPod with the iTunes store.
• It collaborated further, developed a Windows version of iTunes and broadened its market.
• Thus the vision and innovative culture keeps Apple going strong.
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• Apple *is* a learning organisation. • Follows Double-loop learning.
• Shared vision– best customer experience.
• Discard old ways of thinking– innovative in nature, requires
freedom to modify policies as per the situation.
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• All processes are interrelated– participative management.
• Open communication– Jobs encourages sharing of ideas.
• Company interest over self – Jobs prepared to take any risks for
interest of Apple’s advancement.
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• Diversify product lines and within existing products. – Extend OS to mobile phones.
• Open door policy for lowest levels of Apple.– Extend 20 or so current creative
team to beyond the high levels.
• Apple does not do market research., as said by Jobs himself. – This would be continued, as it
greatly helps innovate.
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• Learn from past experiences by improving compatibility.
• Integrate advanced technologies with user-friendliness.
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It is piracy, not overt online music stores, which is our
main competitor.
Steve Jobs
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