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An Insider's Take on Steve Jobs

Jerry Rivers writes "Business Week has an interesting, if short, interview with Edgar Woolard Jr., the man who brought Jobs back to Apple in the dark days of 1996. "Old money" Woolard offers some interesting insights into the man behind the iMac and the iPod, including his take on Jobs' 'five special characteristics' that make him the success that he is."

34 of 114 comments (clear)

  1. Great interview. by jcr · · Score: 4, Informative

    People have been talking for years about how Steve "schemed" to replace Amelio. Woolard makes it very clear what really happened.

    -jcr

    --
    The only title of honor that a tyrant can grant is "Enemy of the State."
    1. Re:Great interview. by macserv · · Score: 5, Insightful

      Definitely true, John... most people are underinformed. I think the Amelio chapter of Apple's history is one that most Mac fanatics are wrong about. The man got the right people into the company, stopped the downward slide, set the designers free (there were curvy, bondi designs long before iMac), and welcomed Steve back in to the company.

      Gil could have done a lot better, but even if he had, the people would have still wanted Steve back, and quite rightly. The company needs Steve, and his influence is obvious. His ability to be prepared when opportunity strikes (some would call that luck - I don't believe in luck) is legend. Apple has an easier time dealing with huge corporations that most any other company, since Steve is at the helm.

      I think that the only downside of his CEO position is that he doesn't get to spend enough time walking around, communicating with his engineers and designers, and corraling their managers.

  2. The fifth quality is true by KrisCowboy · · Score: 4, Insightful

    Yeah. This damn guy knows exactly how to make money. When every company was making computers, he decided to produce art and he still made money. How many CEOs would work for nothing just to prove that they aren't there for the money? Bill Gates and Steve Ballmer wouldn't - that's for sure.

    1. Re:The fifth quality is true by mkiwi · · Score: 4, Interesting

      I remember from way back then when Steve's yearly salary at Apple was $1.00. Someone asked him why he had such a small salary, and he replied, "So I can get the company's [Apple] health plan." I think that speaks volumes to his personality.

    2. Re:The fifth quality is true by Space+cowboy · · Score: 3, Interesting

      I think that speaks volumes for your lack of sense of humour. Off-the-cuff, he's managed to (a) subtlely let people know Apple employees are looked after, and (b) deflect the question with a humorous response.

      Steve's a private guy - he wants the limelight on his terms (eg: when he's doing a keynote). Telling the questioner to mind their own fucking business might be more appealing, but it's not-so-much the company line. Damn, I'll never make a CEO :-(

      Simon

      --
      Physicists get Hadrons!
    3. Re:The fifth quality is true by That's+Unpossible! · · Score: 3, Insightful

      I'm no Apple-ologist, but to say Steve Jobs is an overpaid CEO is to be a fucking moron.

      If any CEO has ever deserved the millions they earn, I damn well believe it's him.

      --
      Ironically, the word ironically is often used incorrectly.
    4. Re:The fifth quality is true by jcr · · Score: 2, Funny

      to say Steve Jobs is an overpaid CEO is to be a fucking moron.

      Speaking as a shareholder, I want to see what happens if the board gives him two airplanes! ;-)

      -jcr

      --
      The only title of honor that a tyrant can grant is "Enemy of the State."
    5. Re:The fifth quality is true by NutscrapeSucks · · Score: 3, Insightful

      Jobs has carefully constructed Apple so that the Macintosh can survive profitably with a 2% marketshare. There's no way he would have the patience to manage a product that serves 90% of the IT market like "M$" Windows or Office does.

      That's why consumer devices are the growth market for Apple -- They can focus on Style and Ergonomics exclusively with none of those pesky backward-compatibility and legacy and integration issues to worry about.

      --
      Whenever I hear the word 'Innovation', I reach for my pistol.
    6. Re:The fifth quality is true by Inoshiro · · Score: 4, Insightful

      ""So I can get the company's [Apple] health plan." I think that speaks volumes to his personality."

      Yea, he's a realist. Have you ever looked into US health care?

      --
      --
      Internet Explorer (n): Another bug -- that is, a feature that can't be turned off -- in Windows.
    7. Re:The fifth quality is true by Mia'cova · · Score: 2, Insightful

      Isn't Bill the guy who's giving away all his money to charities to fight diseases like aids or world hunger? hmmm :P

    8. Re:The fifth quality is true by Shag · · Score: 4, Funny

      Oh, that's easy. Apple would take the concept of the space shuttle, which has been around for decades but has never really lived up to people's hopes for it. Jon Ive and his minions would be set loose on it, and a few months later, the iShuttle would be announced. It'd do basically the same stuff as the regular shuttle, and would be missing a few features that people were used to (but probably didn't really need) here and there. But it'd be very easy to control, stylish, and unlike the current one, wouldn't crash. (*rimshot*) Then Apple would have Taiwanese OEMs crank out gazillions of them until every two-bit nation had them, gradually bringing the prices down (but keeping prices up on the non-reusable, proprietary rocket boosters). A few years later, with sales soaring (ha ha), Jobs would buy the moon, not knowing what else to do with all that money, and have terraformers take a notch out of one side and pile it on the pole to form an Apple logo...

      --
      Village idiot in some extremely smart villages.
    9. Re:The fifth quality is true by SgtChaireBourne · · Score: 4, Informative
      No. That's what the marketeers would like you to believe, though. Here's how it is:

      1. Two years ago [1995], the company hired an outside consultant, Craig Smith, to devise a strategic plan to direct Microsoft's corporate giving in ways that guarantee the greatest return to the company. ... "Bill Gates is not so much a philanthropist as he is a Virtual Philanthropist. Of the $73.2 million that Microsoft donated to charity in 1995, $62.1 million, or about 85 percent, was in the form of free software."

      2. "Billg's personal $100 million goes to health initiatives over ten years, while $421 million of Microsoft's money goes, over a mere three years, to support MS-friendly development and 'educational' initiatives." ... "let's not forget the five, count 'em, five, vanity puff-pieces appearing in the New York Times this week glorifying Billg's generosity, one of which he wrote himself."

      3. the software tycoon's global philanthropy exercises carry a hidden agenda to persuade beneficiary governments to reverse policies promoting the use of open source software.
      --
      Beta is broken and the link to classic doesn't work. Stop wasting our time or there won't be anybody left here.
  3. Jobs is like Caesar by catmistake · · Score: 3, Insightful
    Jobs, who had been a consultant since late 1996 after Apple bought his NeXT Software, refused to take the CEO job at first

    I'd heard this before, too. I thought this must be corp. myth, similar to the way Caesar refused to be emperor... each time he refused, he was less resistive to the idea.

    1. Re:Jobs is like Caesar by Reaperducer · · Score: 2, Informative

      What he did get was more stock options.

      From TFA:
      "I tried my best to get him to take stock options that would have been worth $500 million, but he said no. He didn't want the people of Apple to think he was just there for the money."

      --
      -- I'm old enough to have lived through six different meanings of the word "hacker."
  4. New icon by Anonymous Coward · · Score: 2, Funny

    Hey - Isn't it time for that G5 icon to change? :)

  5. Reminds me of a joke by Krach42 · · Score: 5, Funny

    So, Bill Gates dies, and goes to Heaven, and he meets up with Saint Peter, and says "Hey, it's Bill, I'm just going to go on in." And Saint Peter says, "Sorry Bill, everyone is equal here. You need to stand in line like everyone else."

    Begrudgingly, Bill Gates walks to the end of the enormous line, but as he's waiting to get into Heaven, a limo drives up, and there in the limo is Steve Jobs! Now, Bill Gates is furious, so he walks up to Saint Peter and complains, "Hey! I thought you said everyone was equal here! But, I just saw Steve Jobs, yeah, Steve Jobs roll with a limo!"

    Saint Peter laughs, and responds, "Oh no, that wasn't Steve Jobs. That was God, he only thinks he's Steve Jobs."

    --

    I am unamerican, and proud of it!
  6. Bill Gates describes... by Anonymous Coward · · Score: 2, Funny
  7. Wrong Steve by Anonymous Coward · · Score: 5, Funny

    "If Steve has a good relationship with you, there's nobody better in the world to work with. He trusts you, and he listens, and he bounces his ideas off you. But if he doesn't trust you, it doesn't work."

    I thought he was talking about Balmer but it says ideas, not chairs.

  8. The Five Characteristics by vmardian · · Score: 5, Informative

    From the article...

    1. Incredibly creative and has great vision.
    2. Absolute perfectionist.
    3. Great ability to attract outstanding people to work with him.
    4. If he respects you, he will interact with you and modify his ideas
    5. The damn guy knows how to make money!

    --
    PowerLevel.com - A next generation marketplace for virtual items and services
    1. Re:The Five Characteristics by jcr · · Score: 2, Insightful

      Actually, I'd probably pick #3 as his greatest talent. Look at who he's gotten to work for him.

      -jcr

      --
      The only title of honor that a tyrant can grant is "Enemy of the State."
    2. Re:The Five Characteristics by supersocialist · · Score: 5, Funny

      Bono?

  9. Reality Distortion Field by D4C5CE · · Score: 3, Interesting

    Need I say more... (Follow the links, Luke! ;-))

  10. Secrecy in product design by heroine · · Score: 2, Interesting

    He doesn't reveal a single thing about what he's working on. Anyone who leaks information gets killed. When the new gadget is revealed, the audience cheers because it's nothing like anyone expected. Every living thing on Earth loves Steve Jobless.

    Then of course, there are the other visionaries. When the other guys design products in secrecy they're the devil for not involving anyone else. They're selfish bastards for not allowing anyone else to copy their idea.

    1. Re:Secrecy in product design by jcr · · Score: 5, Interesting

      Anyone who leaks information gets killed.

      No, just fired. And deservedly so.

      Not long after I got to Apple, a director there explained to me what the secrecy is worth in dollar terms. Apple got the cover of Time magazine for the G4 iMac, because it was a surprise. You can't buy the cover of Time as an ad placement, but if you could, it would probably be worth at least a hundred million bucks.

      -jcr

      --
      The only title of honor that a tyrant can grant is "Enemy of the State."
    2. Re:Secrecy in product design by Scudsucker · · Score: 2, Insightful

      No, I'm fully convinced that a large percentage of the "leaks" from Apple are intentional marketing tactics to pique people's interest. They happen way too frequently and are way too easily prevented for them to all be accidents.

      Except that the rumors frequently exceed the finished product, which is not something Apple wants. Look at the rumors that were floating around before the iPod Mini came out, for example.

    3. Re:Secrecy in product design by Jay+Random+the+Other · · Score: 2, Funny

      That only goes to prove the point. Gates didn't pay any money to AOL Time Warner to put him on the cover of Time . . . and yes, it cost him easily a hundred million bucks. Which is just what jcr said it was worth.

  11. The more I read about him by topham · · Score: 4, Interesting

    The more I read about him, the more I think perhaps the negative comments are sour grapes.

    I used to think that Steve Jobs and Bill Gates where similar people. I've come to the conclusion that Steve Jobs is who Bill Gates wishes he was. Bill Gates has repeatedly said he wanted a computer in every home, etc.

    But he failed to have a computer designed that DESERVED to be in every home. (and, in many ways, an OS that deserves to be on any computer...) He build an empire that could almost force it to be true, but that is hardly the same thing.

    A lot of people seem to be unimpressed with the current crop of new Intel based Macs. I think Apples implementation of it is almost perfect.

    Apple could have chosen to be bold, all the new machines based on the Intel processors could have been completely new designs ascetically. Instead they chose the keep the outwards appearance the same and replace everything inside, and make it function exactly the same as before. (Ok, with a decent improvement in speed.)

    Had Apple chosen to be bold, and had the OS failed to deliver the promise of running almost all applications then the whole thing would have been looked upon as a fiasco. Instead they focused on getting the internals right.

    I remember having conversations with people years ago about the idea of emulating a PowerPC based Mac on an Intel x86 platform; nobody thought it would been feasible. Even if you got it to work, it would never be fast enough to be useful. But Apple has done it, Rosetta is a stunning achievement and it's integration with the OS is almost seamless.
    (yes I tried the PowerPC emulator (PearPC) and was amazed that it worked as well as it did. But that doesn't make it viable for joe-user.

    1. Re:The more I read about him by aussersterne · · Score: 5, Insightful

      They're opposites, you're right. Steve Jobs is by nature the person Bill Gates has been trying his entire career to be. Throughout modern computing history, Steve Jobs has consistently been involved with projects that were both visionary and innovative (Apple, Macintosh, NeXT, Pixar, etc.), often so innovative that they were unviable in the marketplace simply because no one quite knew what to do with them yet despite waves of "oohs" and "aahs."

      Bill Gates, on the other hand, has never innovative, nor has his company innovative. While Steve Jobs' projects have always been light on their feet, leading edge, ahead of their time, and customer-oriented, Gates' projects have always been heavy-handed, borderline plagiarism, behind schedule, and very, very corporate-bureaucratic in nature.

      You're quite right in your assessment that what Jobs has managed to do by merit (win a place for himself and his creations in history), Gates has done via ruthlessness, leverage, and mere financial brute force.

      --
      STOP . AMERICA . NOW
    2. Re:The more I read about him by Khelder · · Score: 4, Insightful
      I'm reminded of something Jobs said in Triumph of the Nerds:
      The only problem with Microsoft is they just have no taste. I don't mean that in a small way. I mean that in a big way, in the sense that they don't think of original ideas and they don't bring much culture into their products. I have no problem with their success -- they've earned their success for the most part. I have a problem with the fact that they just make really third-rate products.

      [Quoted from FoRK Archive.]

  12. My brush with Steve by stretta · · Score: 5, Funny

    I've been on the Apple campus once. I was sent to do a demo for, IIRC, the Final Cut group in 'the Piano Bar' or room, IIRC. We had a Genelec surround system sent directly to our contact at Apple and I loaded this on a huge cart along with other hardware and my Warr Guitar strapped to my back. We 'booked' the room so we were sure it would be abandoned, including the allocated setup time. So, I come crashing into the room with the cart *KERBLAM* and I see a group of five people talking at a table in the back. Our apple contact says, "We should, uh, get out of here." I shrug and follow him out. He and the other guy leave to go do something and I'm sitting outside the piano room by myself. Moments later four, ashen Apple employees scurry out of the room followed by a scruffy unshaven fellow with torn jeans. He surveys the outside area, and, like a missile locking on to a strong heat signature, zeros in on me and walks towards me, the person who burst in like a herd of buffalo on his private meeting. He holds out his hand and says, "Hi. I'm Steve." I owned a 128K Mac in 1984. Before that, the obligatory Apple //s and what not. What I do today was shaped largely by Apple, and what this person did. Heck, I started writing music by dragging notes onto a screen with a program called MusicWorks - it isn't hyperbole to say my very interest in music started with the Macintosh, and I'm staring Steve Jobs in the face. Being a fairly eloquent person, I summon up the response: "Hey." Smooth. I don't remember if I shook his hand or not. In fact, I really don't remember anything beyond saying 'hey'

  13. Who's on what board? by stevewz · · Score: 2, Interesting

    It would be cool to see a matrix of the members of the Fortune 500 Boards of Directors. We always hear about who's CEO of this or that corporation, but it's amazing when you hear about who's on the Board.

  14. Forget Gates...what about Land? by wandazulu · · Score: 2, Insightful

    The thing I'm *most* worried about is that Steve Jobs is to Apple as Edwin Land is to Polaroid. In a nutshell: Polaroid was Land's company through and through. The problem was that after Land died, so did Polaroid, just a lot more slowly.

    While I strangely have no such issues with Gates and Microsoft, I'm genuinely concerned that when Steve goes to that great bitbucket in the sky, we really won't have any visionaries left to push the computing/entertainment/whatever world ahead a step.

  15. Gag me... by porcupine8 · · Score: 2, Informative
    An interesting interview overall, and this guy certainly seems to know what he's talking about... But this line:

    I think the synergies will escalate dramatically.

    made me throw up a little.

    --
    Warning: Apple/Nintendo fangirl. Likes her electronics cute & cuddly. May be rabid.
  16. Still $1.00 salary by SteeldrivingJon · · Score: 2, Interesting

    Jobs still gets $1 salary at Apple. It's in the annual 10-K report with the SEC.

    I think he gets the same at Pixar.

    --
    September 2011: Looking for Cocoa/iOS work in Boston area Cocoa Programmer Quincy, MA