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Bindex 167..178 Index A One Infinite Loop, 116À117 Acquisitions, 7 as product-focused company, 122 Aggressiveness, 16 recruiting process for working at Akers, John, 135, 136 stores, 57À58 Aldus Corporation, 124 reorganization of, 21À23 Amelio, Gil, 7, 37, 83 return of Steve Jobs, 24À25, 37 American Airlines, Inc., 109 set of values, 16À17 American Rocket Society, 62 as Skunk Works organization, 66À67 Android, 77, 89 staying the course, 146À148 Apple Fellows, 145 T-shirts at, 103À104 Apple II, 6, 10, 57, 64, 65, 111, 122, 124 team leaders at, 31 Apple IIe, 122, 124 “Think Different” ad campaign, 24 Apple III, 18, 75, 121, 122 Tim Cook as new CEO of, 157 Apple Inc. training of staff at stores, 50À51 “1984” television commercial, 24 workplace, 107À119 business principles, 16 worldwide culture of values, 19 change of command at, 71À72 Apple University, 108À110, 155 company within, 64À65 Apple workplace continuing tradition at, 105 Apple University and, 108À110 crap products at, 74À75 buddy system, 111 culture still in place, 157À158 creating an innovative organization, departure of Steve Jobs, 71À72 111À113 design ofCOPYRIGHTED products, 38À39 environment, MATERIAL 114À116 employee commitment at, 28 first day, 110À111 first losing quarter in its history, 22 new corporate campus, 117À119 Glassdoor rating, 2 One Infinite Loop, 116À117 going against the grain, 145À146 opting out, 113À114 as innovative Pirate organization, 69 Apple Corporate TV, 19 lack of secrecy in early, 19À20 Atari Inc., 141 Mac building, 115À116 ATM machines, 86À87 as Navy company, 132À133 Autonomy, 67À68 167 bindex 7 August 2012; 9:21:59 168 Index B Commitment, 71 Bad news, 55 Commodore Computer, 140 Bandley Drive, 19, 104 Commoner, Barry, 114 Bandley Shuffle, 19 Compaq Computers, 39 Bank of America Corporation, 143 Competitors, 76 BART. See Bay Area Rapid Transit Confessions of an Advertising Man Bay Area Rapid Transit, 86 (Ogilvy), 42 Beatles, 24, 32 Consumer Electronics Show (CES), 90, Black Wednesday, 18 141, 154 Blair, Tony, 42 Content, 144 Blockbuster LLC, 143 Contribution, 57 Breakfast Club meetings, 22 Cook, Tim, 2, 39, 71À72, Buddhism, 4 157À158, 159 Buddy system, 111 Crap products, 74À75 Buffett, Warren, 153 Creative Confrontation, 31 Bunnell, David, 36 Creativity Burrows, Peter, 12 Apple University, 108À110 Business principles, 16 fostering, 107À119 BusinessWeek,12 new Apple employees’ orientation program, 110À111 C Criticism, 90 Campbell, Bill, 123, 127 Cross-pollination, 32 Campbell, Joseph, 114 Cupertino, California, 2, 18À19, 58, Capps, Steve, 11, 12 105, 116À118 Carey, Frank, 114 Customer experience, 6, 28, 76 CES. See Consumer Electronics Show Change, 21 D Change Masters (Kanter), 108 da Vinci, Leonardo, 73 Charitable giving, 153À154 Data Tunnel, 80 Chiat/Day advertising agency, 9, 24 DEC computers, 6 Chiat, Jay, 9 Dell Inc., 76 Chronology, xiii Design, 38À39, 54, 87 Chrysler Corporation, 77, 109, 126 Details, 25À27 Claremont Graduate University, 68 Digital photography, 83 Co-prosperity, 21 Disney, Walt, 158 Coleman, Debbie, 74 “Don’t Should on Me,” T-shirt, 103 Columbia University, 114 Drucker, Peter, 35, 68À69, 114 Columbus, Christopher, 140 Dubinsky, Donna, 74 Command-and-control organization Dvorak, John, 19À20 structure, 68 Dylan, Bob, 24 bindex 7 August 2012; 9:21:59 Index 169 E Gombu, Nawang, 108 Eastman Kodak Company, 83 Google East, 117 Edison, Thomas, 158 Google Inc., 2, 28, 77, 89, 104, 117, 144 Einstein, Albert, 24 Googleplex, 117 Empathy, 16 Graziano, Joe, 74 Employee owners, rewarding product Grove, Andy, 30, 31 stakeholders, 99À105 Employee recognition, 102À103 H Environment, 112, 114À116 Harvard Business School, 12À13, 108 Excellence Harvard University, 114 becoming your own best customer Harvest Feasts, 6 and, 78 Hawaii sales conference, 128À132 crap products and, 74À75 Hearsay Café, 22 creating, 73À83 Henson, Jim, 109 failure and, 83 Hewlett, Bill, 107 mistakes and, 78À80 Hewlett-Packard Company, 2, 35, 37, product-creation process and, 80À82 49, 107, 118 Say No principle and, 83 Hiring user experience and, 76 below-decks crew members, 57À58 as value, 21 fired candidates, 55À56 first ten people, 43 F interviewing techniques, 53À59 Failure, 83 judging ability to contribute, 57 Fast Company,95 leaving the door open, 55 Fear-of-change syndrome, 33À34 looking for reaction, 56À57 Federal Express Corporation, 109 not using recruiters and, 58À59 Feedback, 70 process for, 44À47 Firewire, 75 recruiting and, 47À48 Fluegelman, Andrew, 37 résumés, 54 Ford, Henry, 8, 73, 76, 158 sharing bad news and, 55 Fortune, 13, 58 style of leader and, 49À50 Functional organization structure, 68 vision and, 54 G I Gallwey, Tim, 108 I Love Rewards, 48À49 Gates, Bill, 125À126, 144, 153 Iacocca, Lee, 77, 109, 126 Gerstner, Louis, 136 IBM Giugiaro, Giorgetto, 38 Apple and, 35 Glassdoor Inc., 2 BART ticket machine project, 86À87 Goals, 140À141 innovation at, 34 bindex 7 August 2012; 9:21:59 170 Index IBM (continued) recruiting and, 58À59 MS-DOS computers, 6 résumés and, 54 PC, 36 unusual, 53À59 sales focus vs. product focus at, vision and, 54 134À137 Intrapreneurial, 66 Santa Teresa Labs, 111À113, 116 iPad, 76, 78, 144, 145À146, 148 as supertanker, 114 iPhone, 77, 78, 80À82, 89, 96, 105, 144 value of personal computing and, iPhone 4, 102 29À30 iPhone 4S, 141, 146 values system at, 20À21 iPod, 75, 77, 78, 97À98, 144 iBuddy, 111 Isaacson, Walter, x, 3, 25, 77, 130, 149 iCloud, 146À147 iTunes, 77, 144, 145 Identity, 9À10 Ive, Jonathon “Jony,” 24, 38À39, Iger, Bob, 72 75, 142 In the Company of Giants (Jager & Ortiz), 43 J Independence, 67À68 Jager, Rama Dev, 43 Inner Game of Tennis, The (Gallwey), 108 Jobs, Steve Innovation, 4 as best Apple customer, 78 evangelizing, 97À98 Black Wednesday, 18 at IBM, 34 business philosophy and values, protecting, 61À72 15À28 support for, 70 celebration of his life for Apple types of organization for promoting, employees, 159 68À69 as CEO of the Decade, 13 as value, 16 charitable giving and, 153À154 vision for, 12À13 companies admired by, 21 Integrity, 21 concept of design, 87 Intel Corporation, 31 crap products and, 74À75 Interaction, 112À113 creating company within company, Internet, 144 64À65 Interview techniques death of, ix for ability to share bad news, 55 departure at Apple, 71À72 for below-decks crew members, 57 design of Apple products and, 38 for fired candidates, 55À56 as enthusiastic leader, 94À95 for judging ability to contribute, 57 evangelizing innovation, 97À98 for leaving the door open, 55 facing up to mistakes, 78À80 looking for reaction as, 56À57 going against the grain, 145À146 for recognizing values and qualities of at Hawaii sales conference, 128À130 Pirates, 59 heritage of, 149À160 bindex 7 August 2012; 9:21:59 Index 171 idea of whole product vision, 141À142 tributes, 158À159 iPhone and, 80À82 use of language and, 32À33 iPod and, 75À76 vision for manufacturing Macintosh, leadership challenge, 96À97 8À9 leadership style, 49À51, 152À153 visit to Xerox Palo Alto Research legacy, 154À156 Center, 62, 140À141 letter to Bill Hewlett, 107 warning about pursuing wrong mantra of simplicity, 87À88 values, 150À151 meeting with Bill Gates, 125À126 Johnson, Clarence “Kelly,” 65À66 meeting with Mitch Kapor, 124 Johnson, Ron, 72 Monday meetings, 31À32 Just-in-time manufacturing, 39 most important value, 25À27 new corporate campus for Apple, K 117À118 Kanter, Rosebeth Moss, 108 at NeXT, 7, 23, 132, 145 Kapor, Mitch, 124À125 on not using recruiters, 58À59 Keaton, Diane, 123 opinion of Jack Tramiel, 140À141 Kennedy, John F., 3, 123, 124 power of user interface legacy, 90À91 Kennedy, Robert, 108 principles of leadership, 4À5 King, Martin Luther, Jr., 24 product-creation process, 80À82 Knowledge workers, 35 on purchase of washing machine, Kodak. See Eastman Kodak Company 26À27 rating as leader, 2À4 L re-energizing Macintosh La Playa Hotel, 9 development team, 9À10 Language, 32À33 removal from position in Macintosh LaserWriter, 74 group, 131À132 Lauby, Sharlyn, 48 renewing Apple’s original start-up Leadership culture, 24À25 building markets, 77À78 return to Apple, 23, 37À39 challenge, 96À97 Say No principle, 83, 95À96 ideas for nurturing creativity, 110 secrecy and, 88À89 mantra of simplicity, 87À88 secrets for selecting great people, principles of, 4À5 41À51 qualities of, 35 on status quo, 152 style of, 49À50, 152À153 staying the course, 146À148 Lennon, John, 24, 123 students and, 153 Levinson, Arthur, 72 style of communication, 33 Lincoln, Abraham, 140 taking over Jef Raskin’s development Lisa, 10, 63, 121 team, 62À64 Lockheed Corporation, 65 bindex 7 August 2012; 9:21:59 172 Index Lombardi, Vince, 98 Monday meetings, 31À32 Los Gatos, California, 4 Morita, Akio, 21, 95, 154 Lotus Development Corporation, Morris, Betsy, 58 124, 125 Mossberg, Walter, 80 MP3 players, 78 M Multi-Touch interface, 82 Mac T-shirt, 103 Muppets television show, 109 Macintosh, 2, 4, 5 Murray, Mike, 34À36 criticism of, 90 development team as Pirate N organization, 9À12 Natural environment, 112 lack of secrecy about first, 19À20 Navy companies, 41 magazine on, 36À37 Apple Inc. as, 132À133 manufacturing, 8, 39 creating an innovative organization marketing for, 34À35 within, 111À113 sales of, 122À124 Pirate organization vs., 9À12, as start-up organization, 64À65 69À71 Macworld,36 Netflix Inc., 142À143 Management, 17 New York Times,76 Manufacturing, 8À9, 39 Newton, 23À24 Market research, 76À77 NeXT Markkula, Mike, 18, 63 manufacturing, 39 Maserati Ghibli, 38 purchase by Apple, 37 Massachusetts Institute of Technology purchase of, 25 (MIT), 114 Steve Jobs at, 7, 23, 56, 145 Massachusetts
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