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1、ThereareveryfewpeopleintheworldtodaymorecloselyassociatedwithinnovationthanAppleco-founder,SteveJobs.HeistheclassicAmericanentrepreneurstartinghiscompanyinthesparebedroomofhisparentshouse,andpioneeringthefirstpersonalcomputerforeverydayuse.ThefamedNewYorkTimescolumnist,ThomasFriedman,wroteacolumninw
2、hichhesaidAmericaneedsmorejobsSteveJobs.HemeantthatinnovationandcreativitymustbenurturedandencouragedtohelptheU.Sandothercountriesemergefromtheglobalrecession.EveryonewantstolearnmoreaboutSteveJobs,yetveryfewjournalistshaveidentifiedtheprinciplesthatdriveSteveJobsandhissuccess.Untilnow,thatis.TheInn
3、ovationSecretsofSteveJobs(McGraw-Hill,October,2010)revealsthe7principlesthatarelargelyresponsibleforhisbreakthroughsuccess;principlesthathaveguidedSteveJobsforhisentirecareerand,moreimportant,principlesyoucanadopttodayto“thinkdifferently”aboutyourcompany,productorservice.SteveJobshassomethingtoteach
4、youaboutyourcareer,yourbusiness,andyourbrand.Hethinksdifferentlyabouteveryaspectofbusinessfromproductdesigntomarketingtocommunications.Herearethe7principlesresponsibleforJobsbreakthroughsuccess.PrincipleOne:Dowhatyoulove.Passioniseverything.Innovationwhichsimplymeansnewwaysofdoingthingsthatimproveou
5、rlives-cannotflourishunlessyouaretrulyobsessedwithmakingsomethingbetterbeitaproduct,aservice,amethodoracareer.“Havethecouragetofollowyourheartandintuition.Theysomehowalreadyknowwhatyoutrulywanttobecome.”Jobshasfollowedhishearthisentirecareerandthatpassion,hesays,hasmadeallthedifference.Itsverydiffic
6、ulttocomeupwithnew,creativeideasthatmovesocietyforwardifyouarenotpassionateaboutthesubject.In1972,SteveJobsdroppedoutofReedCollegeinPortlandafterjustonesemester.Hestayedanother18monthsto“dropin”tothoseclassesheenjoyed,likecalligraphy.Calligraphydidnthaveanyobviouspracticalapplicationinhislifebutitwo
7、uldcomebacktoJobswhenhecreatedtheMac.TheMacintoshwastheworldsfirstcomputerwithbeautifulfontsandtypography.IfSteveJobshadntfollowedhispassion,wedstillbeenteringlinecommands.“Beingtherichestmaninthecemeterydoesntmattertome.Goingtobebedatnightsayingwevedonesomethingwonderfulthatswhatmatterstome.”“Passi
8、onwontprotectyouagainstsetbacks,butitwillensurethatnofailureiseverfinal.”BillStrickland“Idontmindfailure.Ivealwaysthoughtthatschoolchildrenshouldbemarkedbythenumberoffailurestheyvehad.”JamesDysonHowtodofindyourpassion?Passionsarethoseideasthatdontleaveyoualone.Theyarethehopes,dreamsandpossibilitiest
9、hatconsumeyourthoughts.Followthosepassionsdespiteskepticsandnaysayerswhodonothavethecouragetofollowtheirdreams.PrincipleTwo:Putadentintheuniverse.Thisspeakstovision.Innovationdoesnttakeplaceinavacuum.Youneedtoknowwhereyouregoing,whattheultimatedestinationis,andyouneedtoinspireothers,evangelists.“Wer
10、egamblingonourvision,andwedratherdothatthanmakeme-tooproducts.”SteveJobshasneverunderestimatedthepowerofvisiontomoveabrandforward.In1976,SteveWozniakwascaptivatedbyJobsvisionto“putacomputerinthehandsofeverydaypeople.”In1979,JobstookatouroftheXeroxresearchfacilityinPaloAlto,California.Therehesawanewt
11、echnologythatletusersinteractwiththecomputerviacolorfulgraphicaliconsonthescreeninsteadofenteringcomplexlinecommands.Itwascalleda“graphicaluserinterface.”Inthatmoment,Jobsknewthatthistechnologywouldallowhimtofulfillhisvisionofputtingacomputerinthehandsofeverydaypeople.JobslatersaidthatXeroxcouldhave
12、“dominated”thecomputerindustrybutinsteaditsvisionwaslimitedtobuildinganothercopier.Twopeoplecanseethesamethingbutperceiveitdifferentlybasedontheirvision.SteveJobssetoutwithavisiontochangetheworld.Whatsyourvisionforyourproduct,brand,andyourcareer?Passionfuelstherocket,butvisionpointstherockettoitsult
13、imatedestination.PrincipleThree:Kickstartyourbrain.Creativityleadstoinnovativeideas.Jobsbelievesthatabroadsetofexperiencesexpandsourunderstandingofthehumanexperience.Abroaderunderstandingleadstobreakthroughsthatothersmayhavemissed.Breakthroughinnovationrequirescreativityandcreativityrequiresthatyout
14、hinkdifferentlyaboutthewayyouthink.“Creativityisjustconnectingthings.”Theideafellfromatree,literally.SteveJobshadreturnedfromvisitingacommune-likeplaceinOregonlocatedinanappleorchard.Appleco-founderandJobspal,SteveWozniak,pickedhimupfromtheairport.Onthedrivehome,Jobssimplysaid,“Icameupwithanameforou
15、rcompanyApple.”Wozniaksaidtheycouldhavetriedtocomeupwithmoretechnicalsoundingnamesbuttheirvisionwastomakecomputersapproachable.Applefitperfectly.DalaiLamaIndiaFourSeasonsMercedes-BenzCalligraphyApplesSteveJobscreatesnewideaspreciselybecausehehasspentalifetimeexploringnewandunrelatedthingsseekingoutd
16、iverseexperiences.Jobshiredpeoplefromoutsidethecomputingprofession,hestudiedtheartofcalligraphyincollege,meditatedinanIndianashram,andevaluatedTheFourSeasonshotelchainashedevelopedthecustomerservicemodelfortheAppleStores.Lookoutsideyourindustryforinspiration.“PartofwhatmadetheMacintoshgreatwasthatth
17、epeopleworkingonitweremusicians,andpoets,andartists,andzoologists,andhistorianswhoalsohappenedtobethebestcomputerscientistsintheworld.”PrincipleFour:Selldreams,notproducts.Yourcustomersdontcareaboutyourproduct,yourcompanyoryourbrand.Theycareaboutthemselves,theirhopes,theirdreams,theirambitions.Helpt
18、hemfulfilltheirdreamsandyouwillthemover.“Thepeoplewhoarecrazyenoughtochangetheworldaretheoneswhodo.”AppleAdSteveJobsdoesntrelyonfocusgroups.Ifhehad,theymayneverhaveenjoyediPods,iTunes,theiPhone,theiPad,orAppleStores.Jobsdoesnotneedfocusgroupsbecauseheunderstandshiscustomersreally,reallywell.Yes,some
19、timesbetterthantheyknowthemselves!WhenJobsreturnedtoApplein1997aftera12-yearabsence,Applefacedanuncertainfuture.JobsclosedhispresentationthatyearatMacworldinBostonwithanobservationthatsetthetoneforApplesresurgence:“IthinkyouhavetothinkdifferentlytobuyanApplecomputer.Alotoftimespeoplethinktheyrecrazy
20、,butinthatcrazinessweseegenius.”WhenJobsreturnedtoApplein1997aftera12-yearabsence,Applefacedanuncertainfuture.JobsclosedhispresentationthatyearatMacworldinBostonwithanobservationthatsetthetoneforApplesresurgence:“IthinkyouhavetothinkdifferentlytobuyanApplecomputer.Alotoftimespeoplethinktheyrecrazy,b
21、utinthatcrazinessweseegenius.”PrincipleFive:Saynoto1,000things.“Innovationcomesfromsayingnoto1,000thingstomakesurewedontgetonthewrongtrackortrytodotoomuch.”JonathanIve,Appledesignguru:“Weareabsolutelyconsumedbytryingtodevelopasolutionthatisverysimple,becauseasphysicalbeingsweunderstandclarity.”Yourc
22、ustomersdemandsimplicityandsimplicityrequiresthatyoueliminateanythingthatclutterstheuserexperience.SteveJobsreducedcomplexityintheSmartphonecategorybyeliminatingthekeyboard.TheiPadissosimplea2-year-oldcanuseit.TheAppleWebsitefeaturesoneproduct.“Getridofthecrappystuffandfocusonthegoodstuff.”SteveJobs
23、advicetothenewNikeCEO,MarkParker.ThedesignersbehindthewildlypopularFlipvideocamerafoundinspirationinAppleproducts.Theirgoalanyoneshouldbeabletoenjoyitoutoftheboxin30seconds.MickMountz,theCEOofKivaSystemsandaformerAppleemployee,saidhedesignedthesewarehouserobotsafteraskinghimself,“WhatwouldStevedo?”S
24、implicityistheeliminationofclutterforAppleandNobu.PrincipleSix:Createinsanelygreatexperiences.“Peopledontwanttojustbuypersonalcomputersanymore.Theywanttoknowwhattheycandowiththem,andweregoingtoshowpeopleexactlythatJobshasmadetheAppleStorethegoldstandardincustomerservicebyintroducingsimpleinnovations
25、anybusinesscanadopttocreatedeeper,moreemotionalconnectionswiththeircustomers.Forexample,therearenocashiersinanApplestore.Thereareexperts,consultants,evengeniuses,butnocashiers.ApplecreatedaninnovativeretailexperiencebystudyingacompanyknownforitscustomerexperienceTheFourSeasons.AppleStoreswouldattrac
26、tshoppersnotbymovingboxes,butby“enrichinglives.”Thelessondontmove“product.”Enrichlivesinsteadandwatchyoursalessoar.12345CarminesexperiencebuyingaMacBookproattheApplestorewaslikebeingsetuponadateandestablishingalife-longcommitmenttothebrand.ABTElectronicsinChicagoalsosoughtinspirationoutsideconventio
27、nalnorms.TheLobbylooksliketheatriumattheBellagiohotelinLasVegas,completewithdancingwaterfountain.ABTevenbuiltanaquariuminspiredbythegiantfishtankbehindthecheckindeskattheLasVegasMiragehotel.“Ifyoujustthinkaboutwhatmakescustomersandemployeeshappy,intodaysworldthatendsupbeinggoodforbusiness.”TonyHsieh
28、,ZapposCEOPrincipleSeven:Masterthemessage.“Youbakedareallylovelycakebutthenyouusedforfrosting.”Youcanhavethemostinnovativeideaintheworld,butifyoucantgetpeopleexcitedaboutit,itdoesntmatter.SteveJobsisconsideredoneofthegreatestcorporatestorytellersintheworldbecausehispresentationsinform,educateandente
29、rtain.TherearenobulletpointsinaSteveJobspresentationTitleMostPowerPointslidesareaconfusing,convolutedmess.ThisisarealPowerPointslideusedbytheU.Smilitary.Ifcommanderscanunderstandthis,theycanwinthewar.SteveJobsthinksvisuallyaboutpresentingideas,products,andinformation.Simplicity:TheEliminationofClutt
30、erInApplesdesignworld,simplicityistheeliminationofclutter.ThesameholdstrueforaSteveJobspresentation.PictureSuperiorityEffect(PSE)BIRD10%65%Ifinformationispresentedverbally,youraudiencewillremember10%oftheinformation.Attachapictureandretentiongoesupto65%.Textandimagesaresomuchmoreinterestingthanbulle
31、tpointsalone.DontletthebozosgetyoudownOnemorethingInnovationtakesconfidence,boldnessandthedisciplinetotuneoutnegativevoices.“Wedontneedyou.Youhaventgottenthroughcollegeyet.”“Getyourfeetoffmydesk.Getoutofhere.Youstinkandwerenotgoingtobuyyourproduct.”“Yourproblemisthatyoustillbelievethewaytogrowistose
32、rvecaviarinaworldthatseemsprettycontentwithcheeseandcrackers.”“Theresnoreasonwhyanyonewouldwantacomputerintheirhome.”Imaginehowoneyoungmanwithbigdreamsmusthavefeltwhenheheardthefollowing.Ofcourse,thesestatementswerealldirectedatonetimeoranothertoSteveJobs.“Donttheletnoiseofothersopinionsdrownoutyour
33、owninnervoice.”“Dreambigger.”PerhapstheultimatelessonthatJobsteachesusisthatinnovationrequiresrisk-takingandrisktakingtakescourageandabitofcraziness.Seegeniusinyourcraziness.Believeinyourselfandyourvisionandbepreparedtoconstantlydefendthosebeliefs.Onlythenwillinnovationbeallowedtoflourishandonlythenwillyoubeabletoleadan“insanelygreat”life.
