Sequencing Apple's DNA

10The Manager, the Software and the Process

10.1. The chasm

There are hardware companies and there are software companies. And there are software people and hardware people. The curse of the computing industry since the early days is such: companies have to choose their camp, between those who perceive themselves as primarily hardware organizations, and those who perceive themselves as primarily software organizations.

Why is it that only Apple has taken both sides since its inception? And sustained the unification of both sides throughout its history? Because both Steve Jobs and Wozniak had a passion for designing computing machines? Or just by thinking differently?

10.1.1. Business school way

The manager treats software like any other technical activity, through the commitments taken by software people. However, after several years of experience, he usually comes to the conclusion that software is a never ending source of trouble, and for some strange reason, always lives on a critical path.

Software people are regarded as disreputable, unreliable, always carrying a source of problems and unable to provide visibility about their work.

Furthermore, as is often the case, the company does not have the internal expertise and resources to develop the required software.

The traditional manager will therefore find many good reasons to get rid of the software hassle, by outsourcing ...