CHAPTER 2

Customer/Product Vision

My Customer, My Product, My Self-Respect

The computer is the most remarkable tool we’ve ever built.… but the most important thing is to get them in the hands of as many people as possible.

STEVE JOBS, Founder, Apple Computer, NeXT Inc., Pixar

In his famous quote above, Steve Jobs wasn’t talking about how to manage, or the latest marketing technique, or even how to grow Apple Computer. He was obsessed with the two most fundamental ideas in enterprise: customer and product. He said the only thing more important than making computers was having satisfied customers actually use them. Of course, along the way, Apple reached the Fortune 500 roster faster than any company in history and today is the most valuable ...

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