The Legacy of Steve Jobs - Slide 9

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Next In his own words …-9 Next

In his own words …

"Remembering that I'll be dead soon is the most important tool I've ever encountered to help me make the big choices in life. Because almost everything - all external expectations, all pride, all fear of embarrassment or failure - these things just fall away in the face of death, leaving only what is truly important. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart."
– Stanford commencement speech 2005

While we have often focused on Steve Jobs' public roles and his capability to present products as highlighted in “The Presentation Secrets of Steve Jobs” — a book Rob Enderle thinks every aspiring or existing CEO should read — we forget that he also played the role of virtual customer. You can see the difference in market performance between products he "got," like the iPod, and products he didn’t, like AppleTV (Steve wasn’t a fan of TV).

Most technology companies bring out products based on what engineers, who have little real contact with customers, want to do. And most CEOs let them do it.  At Apple, Jobs took a personal interest and assured products could be easily pitched and sold, and could be enjoyed by him and his family. He was a super focus group of one and, better than any focus group, he was hard to manipulate.

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