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

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Communicating the Vision

As Steve put it after his return to Apple, following the dark years when the company seemed to have lost its way, “This is not a one-man show. What’s reinvigorating this company is two things: One, there’s a lot of really talented people [here] who listened to the world tell them they were losers for a couple of years, and some of them were on the verge of starting to believe it themselves. But they’re not losers. What they didn’t have was a good set of coaches, a good plan. But they have that now.”1

That was Steve, in the process of putting a strong vision in place and making sure that every Apple employee understood it.

Of course people need frequent reminders and inspiration to live by the team vision. A daily e-mail to the team? Quarterly off-sites?

What other ways can you think of to keep the vision in front of your people?

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