The New York Times columnist, Thomas Friedman, challenged the U.S government to create more jobs – Steve Jobs. He suggested that the only way to emerge from the recession is to foster an environment where innovation is encouraged. Friedman could not have chosen a better role model. For more than 30 years, Steve Jobs has been introducing new and creative ideas and products that move society forward – the very essence of “innovation.” It's one thing to say we should create more “Steve Jobs,” but how? What lessons can we learn from the legendary entrepreneur? Here are four principles that can help you turn ideas into successful products, services and companies.
#1 Put a Dent in the Universe Innovation requires a team and you cannot inspire evangelists unless you offer a compelling vision. In 1977 a young software programmer, Rob Campbell, was excited about the emerging class of personal computers and began searching for a position at one of the companies at the forefront of the revolution. Campbell first visited Tandy Computers. “What is your vision for the personal computer?” he asked. “We think it could be the next big thing on everyone's wish list for the holiday season!” Tandy executives exclaimed. Uninspired, Campbell visited Commodore, a company that introduced a personal computer in 1977. Commodore's stock was trading at less than one dollar a share. “What is your vision for the personal computer?” Campbell asked. “We think it could help our stock rise above two dollars a share,” Commodore executives said excitedly.
Uninspired, Campbell decided to take Steve Jobs up on an invitation to meet for lunch. “What is your vision for the personal computer?” Campbell asked Jobs. Campbell said what happened next still gives him goose-bumps. “Steve Jobs was a magical storyteller,” Campbell told me. “For the next hour, he talked about how personal computers were going to change the world. He painted a picture of how it would change everything about the way we worked, educated our children and entertained ourselves. You couldn't help but buy in.”
“I do believe there is such a thing as dreaming the dream of a grand vision,” according to Creative Strategies President, Tim Bajarin, who has been following Apple AAPL-Q since the early 1980s. “Great entrepreneurs are focused on today, but the most innovative have a road map of where they will be tomorrow.” Passion is the fuel that gives you energy to pursue your dreams, but vision gives the rocket direction.
#2 Sell Dreams, Not Products Steve Jobs doesn't rely on focus groups. “Steve Jobs avoids most focus groups like the plague,” says tech analyst Rob Enderle. “It comes down to the very real fact that most customers don't know what they want in a new product.” Apple customers should be glad Jobs doesn't do focus groups. If he had, they may never have enjoyed iPods, iTunes, the iPhone, the iPad, or Apple Stores. Jobs doesn't need focus groups because he understands his customers really, really well.
Yes, sometimes better than they know themselves! When Jobs returned to Apple in 1997 after a 12-year absence, Apple faced an uncertain future. Jobs closed his presentation that year at Macworld in Boston with an observation that set the tone for Apple's resurgence: “I think you have to think differently to buy an Apple computer. I think the people who do buy them do think differently. They are the creative spirits in this world. They are people who are not out to get a job done; they are out to change the world. And they are out to change the world using whatever great tools they can get. And we make tools for those kinds of people...a lot of times people think they're crazy, but in that craziness we see genius.”
