10 Rules Of Success By Steve Jobs (Part Ii)
6. Do Not Do It For The Money
If you base your decisions solely on the amount of money that you are going to get, chances are you will be blinded by ambition and won´t see the right path. We’ve been using Steve Jobs as an example throughout this whole paper, so let´s try with someone else: Mark Zuckerberg.
When Mark Zuckerberg had the idea of creating The Facebook, he wasn´t after the billions of dollars it would turn out to generate, he wanted to create a social network where students from Harvard could get in touch with their friends.
Again, just like Steve Jobs, he had a more transcendental motivation, which was from being lucrative. I can guarantee that once you focus on the success of your project and the ones involved around it, money will come before you notice.
Sure, money is important, but not so much to blind your decisions. People who focuses only on the lucrative side of their project tend to blow it, because they miss opportunities which at first don´t won´t generate significant incomes, but on long term, they are a gold mine.
This is also the same reason why people choose a job they don´t like and a career they hate, because they only focus on the bills. (I would take out the blurb on Mark Zuckerberg as it is not relevant to the Steve Jobs video. It takes away from the messages that Steve Jobs is making as it delves away from Apple, this makes it somewhat irrelevant when put in context to the film.
I would begin at the following paragraph.) Steve Jobs did not build Apple because he wanted to make money, but rather, Jobs realized that he wanted to change the world.
The most important thing to Steve Jobs when he was twenty-three and twenty-four years old was not that he was worth over ten-million dollars, but that his company continued to survive and thrive. He says in an interview, “it wasn’t that important to me because I never did it for the money. I think money is a wonderful thing because it enables you to do things, it enables you to invest in ideas that don’t have a short term pay back and things like that.
But especially at that point in my life it was not the most important thing. The most important thing was the company, the people, the products we were making, what we were going to enable people to do with this product. So I didn’t think about it a great deal.”
Jobs believed in his company and in his products. The product’s success was more important to him than the money that he could gain from it. While money is necessary for a good life, it can only do so much. Jobs had a company that he loved and a vision to keep it alive – to Jobs, this vision was worth more than a paycheque.
7. Be Proud Of Your Products
Jobs understood that if you do not believe in your products, no one will. Steve Jobs was always exceedingly proud of his product, as well as, its designs, and that is one of the reasons why Apple remains one of the most successful companies in the world.
Entrepreneurs are able to see a product’s potential from different eyes. . As an innovator it is important to see beyond that pre-existing pattern of life, and to know when there is a market for a new product or concept.
After all, you would not put effort and time into something that you believe is worthless, would you? One of the reasons why high quality products generally sell well is because those who have produced them firmly believe that they have created the best product.
By having reputable manufacturers, the consumer becomes better convinced that the product they are interested in buying is dependable. Jobs’ obvious pride towards Apple is clear when he states “our goal is to make the best personal computers in the world, and make products we are proud to sell to our families and friends”, but Jobs does not simply promote his product with pride.
He promotes it with honesty, as shown when he says, “I have to tell you there’s some stuff in our industry that we wouldn’t be proud to ship,” and, “that we wouldn’t be proud to recommend to our family and friends.”
This honesty does more than help potential customers trust Apple, it also brings up an interesting point: do not create something that you would not recommend to family and friends. Regardless of how crazy your idea may seem, always believe in yourself and your ideas.
Generally, the opinions that matter the most are the ones that come from the people who are closest to us. When you consider friends and family in your work, the quality of the product goes up which makes success far more achievable.
8. Build around customers
After World War II, there was a shortage of materials to create products, and, as a result, few companies were able to survive. For that reason, people were forced to buy whatever these existing companies offered, as there were not many options to choose from.
With time, more companies have been appearing and competition has been drastically growing, forcing enterprises to constantly improve their products.
So, for a long period of time, companies were focused on improving the product based on their competitor´s design and not on what the client really wanted. This was on for so long, there was now an immense number of designs which were basically the same, but with some minor adjustments. When this happened, companies realized they had to change their strategy, as no longer did they had to focus on the product, but they had to focus on the customer.
(I would also consider removing this paragraph, also using citations for the WWII fact. Once again, though I understand why it’s put in here stylistically, it takes away from the bigger picture)
What the point of this story? To help you understand that nowadays the key to success is to adjust and improve your products based on the customer´s needs. Apple is successful because it offers unique features, and designs, that appeal to their clients.
Though people complain about the price, which appears very expensive, the majority of the population recognizes that the quality and value of Apple ´s products is attached to the price tag. Steve Jobs knew the value in gaining your buyer´s trust by offering the quality they can expect, and the service that they deserve. Apple prides itself on its relationships with its customers.
Why? Because Apple spends its time earning costumers’ trust – a key ingredient to building success and popularity in your company.
A customer will not purchase a product if they do not trust the company that offers it. If someone is going to spend their hard-earned pay cheque on a product, then they will choose to purchase from the company that they already trust.
The only way for a company to know what a customer wants is to take risks, put out different products, and receive feedback from their customers. Further, after receiving the feedback, companies must review it, and then decide to follow it or not.
It is one thing to have confidence in your product, but it is an entirely different experience when strangers also believe in it. After an audience member accused Jobs of not working enough on his products, Jobs reply was simply put as: “you can please some of the people some of the time… one of the hardest things when you’re trying to effect change that people, like the gentleman, are right in some areas. There are some things open doc does that I’m even more familiar with that no one else out there does. I’m sure that you can make some demos – maybe a small commercial app that demonstrates those things.
The hardest thing is what – how – those things fit into a cohesive larger vision that’s going to allow you to sell eight billion dollars – ten billion dollars – a product per year. And one of the things I’ve always known is that you’ve got to start with the customer experience, and work your way backwards to the technology. You can’t start with the technology and try to figure out where you’re going to try to sell…and as we have tried to come up with a strategy and a vision for Apple, it started with what incredible benefits can we give to the customer, where can we take the customer.”
In this speech, Jobs is clearly, and openly, saying that the customer comes before the product. In order to create a successful product, and a successful company, you have to understand the customer’s wants and needs. If consumers do not need an item, it becomes more difficult to sell. Jobs and his team are constantly working on improving products, and taking in customer feedback.
9. Marketing is about Values
If you want customers to purchase your product without hesitation, you must show people why your design is better than the competition. You have to let your clients see the true value of your product, rather than merely pointing out your competitor´s flaws. People know that Apple´s products have a high value because Steve Jobs has put a lot of effort into demonstrating it.
This is why Apple can sell their products at a premium price. People are purchasing the brand just as equally as they are paying for the product. A company should focus on its values, rather than focus on its competitor’s.. Does the company support local charities?
Does it honor important people? These are some considerations that generate interest for the public. A company is humanized by its values. A customer does not want to purchase a computer from a company that focuses on the feedback of competitor’s computers, a customer wants to buy a computer from a company that listens and adjusts their products to fit their customers’ needs. Jobs spoke to an audience about his company, and he says that Apple is one of the best brands, “but even a great brand needs investment and caring if it’s going to retain its relevance and vitality.”
Jobs uses Nike as an example of successful brand marketing. Rather than focusing on the quality of their shoes, or why they are a better brand than other shoe companies, “they honor the great athletes and they honor great athletics”.
Marketing is not about competition; it is about showcasing your company and what it can offer – “our customers want to know who Apple is and what it is we stand for,” Jobs tells the audience, “…What we’re about isn’t making boxes for people to get the job done, although we do that pretty well, better than some people, in most cases, but Apple is about something more than that. Apple at the core, its core value, is that we believe people with passion can change the world for the better.”
Jobs continues to talk about his team’s idea for a marketing campaign that targets this core value, and how even though his company has developed, the values remain the same.
10. Stay Hungry, Stay Foolish
This last rule is perhaps the simplest of them all: be satisfied with your work but continue to strive for more. Keep your hunger for better work alive, and do not be afraid of change. Stay foolish. Keep following supposedly silly dreams, even as you continue to get older.
In the words of Steve Jobs, “the most important [thing] is to have the courage to follow your heart and intuition. They somehow already know what you truly want to become”.
Keep following foolish dreams and do your utmost to turn them into a reality. Success comes to those who work hard, and dream harder.
When Jobs tells the story about dropping out of college, he says, “I naively chose a college almost as expensive as Stanford and all of my working-class parents’ savings were being spent on my college tuition. After six months I couldn’t see the value in it.
I had no idea what I wanted to do with my life and no idea how college was going to help me figure it out, and here I was spending all the money my parents had saved their entire life.
So I decided to drop out and entrusted that it would all work out okay. It was pretty scary at the time, but looking back it was one of the best decisions I ever made.”
If he had not dropped out of college, Jobs never would have started Apple and it might have been years before technology was developed to this newer level. Whatever you do in life, make sure it is what you really love, and what you really want to do for the rest of your life.
Remember that you have a potential as huge as your dreams. Always believe in your seemingly crazy ideas, and make sure to be surrounded and associated with proactive people who also are not afraid to dream.
Remember the key to success is perseverance and tenacity. I would maybe develop this last one a bit more, as in the video, Jobs states three rules: connecting the dots, find out what you love, and be aware of death.
Perhaps develop the key points a bit more and use them as a great way to conclude the write up. Further, add a small conclusion section so that the reader recalls what the first couple rules are.