Monday, July 4, 2011

The Steve Jobs Way: iLeadership For A New Generation By Jay Elliot, William L. Simon

The Steve Jobs Way: iLeadership for a New Generation

The Steve Jobs Way: iLeadership for a New Generation
By Jay Elliot, William L. Simon

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Product Description

In iLeadership, Jay Elliot gives the reader the opportunity of seeing Steve Jobs as only his closest associates have ever seen him, and to learn what has made him--and the mystique of his management style--capable of creating tools so extraordinary that they have remade three industries and have transformed the way we create, consume, and communicate with each other.

Jay Elliot worked side by side with Steve as Senior Vice President of Apple and brings us his deep insider perspective of Steve's singular iLeadership style--which encompasses four major principles: product, talent, organization, marketing.

Jay shares the lessons that come out of Steve's intuitive approach to show how the creative and technological brilliance of iLeadership can be utilized to drive breakthroughs in any organization, irrespective of size.

Product Details
  • Amazon Sales Rank: #10124 in Books
  • Published on: 2011-03-08
  • Original language: English
  • Number of items: 1
  • Binding: Hardcover
  • 256 pages


  • ISBN13: 9781593156398
  • Condition: New
  • Notes: BRAND NEW FROM PUBLISHER! 100% Satisfaction Guarantee.
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Editorial Reviews

About the Author

Jay Elliot served as the Senior Vice President of Apple Computer, responsible for all corporate operations, including HR, Facilities, Real Estate, IT, Education, and Pacific Rim Sales, plus corporate business planning, reporting directly to Steve Jobs, Chairman of the Board. Also, as a member of the Macintosh organization he helped Jobs develop the Macintosh computer from development to introduction. Elliot's articles and interviews have been published in the Wall Street Journal, New York Times, Time Magazine, and Fortune. He lives in California.
Customer Reviews

Most helpful customer reviews

11 of 11 people found the following review helpful.
4He's Steve Jobs and you're not
By Jeffrey Phillips
OK, I'll admit it. I am a sucker for anyone who can decipher or decode Steve Jobs. After all, the guy is a repeat Icarus. He has flown too close to the sun not once, not twice, but at least three times and every time has come out better than before. The effect he's had on Apple upon his return has been nothing short of a resurrection followed by a seating at the right hand of the Father.

Jobs is an interesting, mercurial creature, and I often wonder if he is simply one of a kind, a kind of idiot savant who understands how to tap into our wants and needs, and who has an almost messianic vision that we need to follow. Sometimes I suspect that books about him are probably best read to illuminate how different we are from Steve rather than how we can become more like Steve.

I've read several books about Jobs, but in many regards The Steve Jobs Way is probably the best. The subtitle for the book is iLeadership for a New Generation, which is a bit unfortunate, for reasons I've just presented above (I'm not sure we can easily emulate Jobs) and for the hackneyed use of the "i". But Jay Elliott, who was present at the beginning, knows Jobs probably as well as anyone, and gives insights that few can do from the outside looking in. And if the first few pages where Elliott describes how he first got the job with Jobs doesn't hook you, then really nothing will.

Here's the plain, unvarnished truth about what Elliot has to say: Steve Jobs is unlike just about everyone you'll ever meet. After founding Apple and wowing a bunch of venture capitalists and business people, Jobs had visions of a different kind of computer and become a disruption in his own company, and was eventually thrust out (first Icarus moment). Using the funds he received from his stock sale, he purchased Pixar and developed the NexT computer. For a man who is supposedly a marketing genius, he misunderstood Pixar and targeted a tiny university market with a computer that was far too capable and expensive. Fortunately, due to his inability to recognize his failures, he stuck around and funded both long enough for the world to catch up to his technologies. Both Pixar and NexT reached Icarus points of their own, and Jobs had the ability to reach deep into his own pockets to keep them float.

Jobs returned to Apple as an "advisor" to Gil Amelio and supplanted Amelio very shortly afterward. Amelio must have been the only person on the planet who didn't foresee this outcome. Jobs, having learned his lessons from his first stint at Apple and his near failures and spectacular successes with Pixar, determined to trust his vision and turn Apple into a customer experience company that happens to make electronics. And that's where we are today.

The Steve Jobs Way is mostly a biography about Jobs, which I've encapsulated above. Along the way Elliot points out the successes (in great detail) and the failures (in not so much detail). Elliot points out the things we should learn from Jobs, like his passion, his vision, his obsession with detail, his ability to create and share a vision and so forth. Frankly, most of us regular humans would find it hard to mimic Jobs in even one of these attributes, much less pretend to match Jobs in all of these attributes. Layer on top Jobs' first win at Apple which gave him deep pockets and staying power, and very few people can touch his success.

What strikes me most about the short biography is how much I think Jobs learned from his own near failures that he now applies at Apple, including shortening the product offerings, focusing on customer experience and creating a mystique around the Apple brand and Apple products. Jobs knows, and I think increasingly Apple knows, that the expectations are now so high for Apple that one stumble could seriously damage the firm, so every new product must meet Jobs' vision and expectations, which will hopefully outstrip the expectations and needs of the customer base. Frankly, Jobs is in a competitive race by himself. Every other computer and electronics manufacturer has ceded the high ground to Jobs and Apple and are merely hoping they make mistakes.

While it probably won't be a surprise when I tell you this, perhaps the greatest impact Jobs has with Apple is that he is the de facto product manager for the iPad, and the iPod and the iPhone. I can think of no other significant consumer electronics manufacturer where the CEO is so involved in the design and development of the core products. It is his vision and involvement and his passion for the product and the product features and attributes that differentiates Apple.

Some books are proscriptive, they tell you what to learn and what to do based on examples. Some books are descriptive, they tell you a story or describe an event. This is a book that seems to suggest it is a proscriptive book, but ultimately it is a descriptive book. However, it is a great read and perhaps one of the best I've seen about Jobs and what makes him tick. I'm just not sure whether to wish for more Jobs or to acknowledge that only one can exist at a time.

Cross posted from my Innovate on Purpose blog

15 of 17 people found the following review helpful.
5iLeadership - Three Books in One
By Dan
I chatted with author Jay Elliot before reading his book. After reading it, I see that Steve Jobs powerfully impacted his former Sr. V.P. You can find my interview with Jay on the Leadership Freak blog. "The Steve Jobs Way: iLeadership for a New Generation," is several books in one. It's the personal story of staggering success, painful failure, persistent struggle and white hot passion for products. Sometimes it reads like a documentary, at others a soap-opera. In my opinion, Jay presents Steve Jobs as a man of two extremes with no middle. He is an over the top visionary with an obsessive compulsion for every imaginable detail. Second, it's a brief, selective history of Apple with references to NeXT and Pixar. Ultimately, it's an insider's explanation of innovative, sometimes excessive, leadership/management practices that propelled Steve Jobs to global celebrity. More than that, practices that enabled Steve to change the way people work, play, consume, and communicate.

iLeadership encompasses four topic areas: product, talent, organization, and marketing. I'll touch on the first two here.

Product:- Steve's leadership is motivated by an unquenchable desire to create the simplest, most elegantly functional product that meets customer need. "Every opportunity starts with an unmet need." Beyond that, Steve awakened customers to products and features they didn't even know they needed. Passion for product, in some cases translates into becoming the product. Jay recounts how Steve became the product in order to energize innovation. His approach impacted everything from packaging to user experience.

Talent:- I found the talent section most interesting and applicable. Steve made people feel it was a privilege to sell out to the product.

You can be like Steve Jobs if you:

1. Schedule three or four product-focused retreats per year
2. Always look for specifics. Don't accept generalities.
3. Reject smoke-blowers and incompetence.
4. Frequently pause and celebrate.
5. Let best ideas rather than organizational structure controls meetings.
6. Create Stimulating offices that include social gathering places.
7. Hold weekly product review meetings.

There's more to the book but I'll leave that to you to uncover. I enjoyed the read and recommend it to several audiences: leaders,managers, techno geeks, Apple fans, and those interested in reading about a leader that changed our world through creative technology related products.

6 of 6 people found the following review helpful.
4Interesting Read about Jobs
By JunkyardWisdom
If you like Apple products, admire Steve Jobs, or enjoy "think out of the box" approaches to business, you'll enjoy this book. You'll learn something about Jobs and how he approaches problem solving. But most of all you'll learn how he is consistently a step ahead of everybody else at imagining the future, and then he figures out how to capitalize on that. It's impressive. Perhaps a bit too fawning at times, but that's okay ... Jobs has earned a lot of praise. You shouldn't expect great leadership insights from this book. Yes, it does cover some curious leadership principals that might be applicable...but for the most part, Jobs is a one of a kind, and attempting to copy him is going to be way over most of our heads. I think a smarter approach with this book is to appreciate his brilliance and vision.

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