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Leading Apple With Steve Jobs: Management Lessons From a Controversial Genius by Jay Elliot

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Vision Must Be Based on Your Customers

Looking back, it’s amazing to me that Steve Jobs, even in the earliest days, understood that every powerful business vision has to focus on the customer experience, not just lowest cost or most impressive technology or other isolated competitive advantages.

The prime example: When Steve first saw the computer mouse, he immediately got it. He immediately understood that all of the computer experience could be controlled by the user by means of the mouse, and that the user interface would provide the most important leverage for giving customers quick and easy access for learning and using the computer.

Another example: The Apple II was completely loved by a passionate group of teachers at every level, but especially through grade 12. It was the first computer they could bring into their classrooms for their students to use. The early Apple product shows, for some reason called Harvest Feasts, were heavily attended by teachers. Steve never forgot the teachers’ enthusiasm, and it showed in Apple’s later success in the education market.

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