John Sculley is remembered as the guy who forced the departure of Steve Jobs of Apple, in 1986. Three years earlier, Jobs himself had gone to the gates of Pepsi to offer Sculley the position of CEO, with the following sentence: " want to spend the rest of your life selling sugared water or want to have the opportunity to change the world ?
Sculley ended up leaving Apple in 1993, fired by the board after a sharp fall in company profits. Since then, there was no said a single word about what he lived. 17 years later, Sculley gave his first interview, telling the Cult of Mac site details on how to work with Steve Jobs and his role in the company. about working with Jobs, Sculley said that "many lessons of product development and marketing I learned working with Steve at the beginning. It's amazing how still clings to the same principles many years later. I have not seen changes in its principles, except that he has become increasingly better at them. "
Sculley explained these principles:
1 Beautiful design: "Steve had the idea that design has to start from the point of user experience. Studying Italian designers, car designers (...). At that time, nobody was doing that in Silicon Valley. (...) What many people do not recognize is that Apple was not just about computers. Was on product design and marketing "
2 User experience: " user experience has to go from beginning to end, either the desktop or in iTunes. It is part of a system from start to finish, is also in the manufacturing, supply chain, marketing, stores "
3 Nothing focus groups: "Steve thought to show someone a prototype would not give any indication on how the person would be the final product, the gap between one thing and another was too great."
4 Vision: " believed that computers would eventually be consumer products. It was a crazy idea in the early 80's, because people thought that PCs were small versions of large computers. That was how I saw IBM (...) But Steve was thinking about something completely different. I thought the computer would change the world "
5 Minimalism:" The most important decision is not the things you do but where you decide not to do. It is a minimalist
Hire the best 6: "Steve has the ability to find the best of the best, the smartest people he felt he was out there. He was very charismatic "
7 Work details: " At one level he is working on the great concept of 'change the world. " At another level are working on details of what actually takes to build a product and design the software, hardware, systems and applications, peripherals ... is strongly involved in advertising, design, everything. " Keep
8 small: "Steve did not respect to large organizations. Felt were bureaucratic and inefficient. (...) Steve had a rule that could never be more than 100 people in the Mac team So if you wanted to add someone, you had to get somebody. " According to Sculley, Jobs said: "I can not remember more than 100 names and I want to be around people I know personally. If it is larger than 100 people, that would force us into another kind of organizational structure and I can not work as well. The way I like to work is one where I play all "
9 rejects evil work: " It's like the workshop of an artist and teacher Steve is walking around and see the work and the judges. In many cases these judgments were to reject something. "
10 Perfection: "What Steve Jobs separated from other people like Bill Gates. Bill also was brilliant, but was not interested in the excellent taste. Bill was interested in being able to dominate the market. Throw anything having to own that space. Steve would never do that. Steve believed in perfection "
11 Systemic Thinker: " The iPod is a perfect example of the methodology of Steve's start with you and look at the entire system. It was always a from start to finish with Steve. He was not a designer, but a great systems thinker. "
The full interview is highly recommended, you can read (in English) on the link below. Sculley said in an even hand:
was a huge mistake I was hired as CEO. I was not the first option as CEO Steve wanted. He was the first choice, but the directory was not prepared to give the post when he was 25, 26 years. "
"They came and recruited me. I came without knowing anything about computers (...) when Steve was (in 1986), still did not know much about computers, " Sculley said. "My decision was first to fix the situation compalía but did not know how to repair businesses and make them successful again."
"During my period, really all we did was follow his philosophy (Jobs), its design methodology,"
Links:
John Sculley: The secrets of Steve Job's success (Cult of Mac)
John Sculley on Steve Jobs, The full interview transcript (Cult of Mac)
Author: Written by Cony Sturm to fayerwayer.com
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