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• Apple's goal is not to overtake PC market share, but to make the best personal computers at affordable prices |
• Steve Jobs' decision to drop out of college was one of the best decisions he ever made |
• He dropped in on a calligraphy class at Reed College, which influenced the design of the Macintosh computer |
• Jobs believed that you can't connect the dots looking forward, but only in hindsight; trusting your heart and destiny is key |
• The first iMac G3 had a lasting impact on Gerhard Lazu's life, introducing him to Apple products |
• Steve Jobs discussed his adoption story and how it influenced his decision to attend college |
• He shared the importance of design and typography, specifically the font rendering on Mac devices |
• Evolution of computing from large mainframe computers to personal computers |
• Invention of the fractional horsepower electric motor as a precursor to personal computers |
• Comparison of human efficiency with other animals, highlighting humans' ability to create tools that amplify their abilities |
• Importance of starting with customer needs and working backwards to technology development |
• Role of vision and passion in driving innovation, but also the need for focus and prioritization |
• Characteristics of good engineering management, including clear decision-making processes and a focus on empowerment rather than direction. |
• Managing complexity and knowing when to stop adding features or personnel |
• Importance of good leadership and having a clear vision |
• Eliminating unnecessary code and focusing on quality over quantity |
• Measuring productivity through outcomes rather than metrics such as lines of code written |
• Self-managing teams and promoting a culture of learning from mistakes |
• Importance of recruiting great people and giving them the autonomy to do their job |
• The value of asking for help and being willing to fail in order to learn and grow |
• Apple's organizational structure is like a startup, with a flat hierarchy and weekly meetings among top executives to discuss everything. |
• Teamwork and trust are key at Apple, allowing employees to work together effectively and bring new ideas to the table. |
• Steve Jobs emphasizes the importance of letting employees make decisions and own their projects to foster innovation and learning. |
• Apple's strategy is to be both a hardware and software company, with the direct sales force being essential for innovative products that require education and demonstration. |
• Apple's greatest strength is its vertical integration, allowing it to control product design from end-to-end and tackle complex problems faster than competitors. |
• Software is seen as Apple's competitive advantage, while hardware churns too quickly to provide a sustainable edge. |
• Remote work and remote hosts |
• Concept of technology windows opening and closing |
• Importance of having a well-oiled shipping machine (supply chain) for fast production and market adoption |
• Collaboration between engineering and manufacturing teams, with shared databases and processes |
• Eliminating waste in the production process by reusing technologies and not changing them mid-production |
• The importance of having real-time quality feedback to address manufacturing defects |
• The drawbacks of traditional inventory management and warehouses, and the benefits of Just-In-Time (JIT) manufacturing |
• The concept of viewing companies from a manufacturing perspective on a scale from Stage 1 (manufacturing as a necessary evil) to Stage 5 (manufacturing as an opportunity for competitive advantage) |
• Apple's approach to manufacturing, including hiring software engineers to view factory operations as a software problem and designing custom robots and automation systems |
• The importance of passion, talent scouting, and building a strong team in achieving success |
• The value of treating creativity with reverence and allowing ideas to be fragile and barely-formed, rather than being compromised or dismissed. |
• The impact of Steve Jobs' vision on the company |
• The importance of caring and civic responsibility in work |
• Overcoming challenges and persevering through failures |
• Celebrating the victory of beauty, purity, and giving a damn |
• Personal anecdotes about working with Steve Jobs for nearly 15 years |
**Molly Wood:** Hello, I'm Molly Wood from CNET. I have a question actually about market share, which is sort of what we're getting at. There has been a suggestion that because of pricing and design, Apple tends to appeal to kind of a smaller elite, rather than that sort of mass customer base... So I guess once and for... |
**Steve Jobs:** I’ll tell you what our goal is. Our goal is to make the best personal computers in the world, and to make products we are proud to sell and would recommend to our family and friends. We want to do that at the lowest prices we can. But I have to tell you, there's some stuff in our industry that we wouldn... |
**Gerhard Lazu:** Today, we have a very special episode of Ship It, where I get to share my favorite learnings from Steve Jobs. If it wasn't for his determination to build a better personal computer, I would have most likely continued with a career in physics. I know what you're thinking, it's crazy and impossible to i... |
**Break:** \[01:40\] |
**Gerhard Lazu:** Hi, and welcome. I want to start by thanking you for making time for this crazy idea. I appreciate you joining us on this special day, which marks 10 years since you had to shift your focus to let's say something completely different. So how do you want to do this? |
**Steve Jobs:** What I want to do is just chat. And so we get to spend 45 minutes or so together, and I want to talk about whatever you want to talk about. I have opinions on most things, so I figured if you just want to start asking some questions, we'll go to some good places. |
**Gerhard Lazu:** Let me start with a story that didn't make sense to me back then, but now it explains everything. As a high school student, physics was my passion. When the opportunity presented itself to travel to the US for 100 years from Max Planck, the conference, I could not sleep for days. This was going to be ... |
In that moment, I was convinced that I was destined to become a physicist... But life had other plans. There I was, at the University of Puget Sound in Tacoma, being blown away by these talks on quantum mechanics and Schrödinger's cat, when chance made it that I stumbled across the brand new iMac G3 in some building wh... |
\[04:24\] To this day, for me, the font rendering on Mac devices is the perfect combination of imagination, order and passion. It's not just technology and science; I know that there is something more to it. Can you share with us the story behind that font? |
**Steve Jobs:** I dropped out of Reed College after the first six months, but then stayed around as a drop-in for another 18 months or so before I really quit. So why did I drop out? |
It started before I was born. My biological mother was a young, unwed graduate student, and she decided to put me up for adoption. She felt very strongly that I should be adopted by college graduates. So everything was all set for me to be adopted at birth by a lawyer and his wife... Except that when I popped out, they... |
My biological mother found out later that my mother had never graduated from college, and that my father had never graduated from high school. She refused to sign the final adoption papers. She only relented a few months later, when my parents promised that I would go to college. This was the start in my life. |
And 17 years later, I did go to college. But I naively chose a college that was almost as expensive as Stanford, and all of my working-class parents savings were being spent on my college tuition. After six months, I couldn't see the value in it. I had no idea what I wanted to do with my life, and no idea how college w... |
Reed College at that time offered perhaps the best calligraphy instruction in the country. Throughout the campus, every poster, every label on every drawer was beautifully hand-calligraphed. Because I had dropped out and didn't have to take the normal classes, I decided to take a calligraphy class to learn how to do th... |
But 10 years later, when we were designing the first Macintosh computer, it all came back to me. And we designed it all into the Mac. It was the first computer with beautiful typography. If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally-spaced ... |
\[08:02\] If I had never dropped out, I would have never dropped in on that calligraphy class, and personal computers might not have the wonderful typography that they do. Of course, it was impossible to connect the dots looking forward when I was in college. But it was very, very clear looking backwards ten years late... |
**Gerhard Lazu:** Thank you, Steve. That was beautiful. It's somewhat ironic, because I dropped out of university after my first six months, because it didn't make sense to me. My heart kept telling me computers, Macs specifically, and programming, and learning on the job, and my parents kept telling me MBA. I had no i... |
I would like us to go all the way to the beginning now and talk about this magical box that changed everything, not just for me, but also for everyone else that is listening to us today. How did the fascination with personal computers start for you? |
**Steve Jobs:** The question is, is really what is a personal computer? And why is it different than all the other computers that have existed throughout history? Probably the best way to explain that is through an analogy when you look at the invention of the first electric motor in the late 1800s. It was only possibl... |
But the electric motor really achieved a true proliferation in the society with the invention of the fractional horsepower electric motor. And at that point, the horsepower could be brought directly to where it was needed, on a personal scale, cost-justified for a small number of things. And we see the same thing, the ... |
What we think the personal computer industry is about is the invention of the fractional horsepower computer, something that can be cost-justified on the personal level; something that weighs 12 pounds, that you can throw out the window if you don't like, and it's really changing the way that people interact with compu... |
**Gerhard Lazu:** Wow, this is just as fascinating now, 40 years later, as it was the first time that you have talked about it in 1981. And this story makes me wonder - how do you see the relationship between computers and us, the people? |
**Steve Jobs:** There was an article in Scientific American in the early '70s, which compared the efficiency of locomotion for various species of things on the planet. In other words, they measured how much energy it took for a bird to get from point A to point B compared with the energy it took a fish to get the same ... |
\[12:03\] But someone there had the insight to test the efficiency of man riding a bicycle, and man riding a bicycle was twice as good as the Condor, all the way off the end of the list. And what it really illustrated was man's ability as a toolmaker to fashion a tool that can amplify an inherent ability that he has. A... |
People are freed to think about the conceptual issues involved and the creative issues involved, and use the computer actually to plow through the drudgery. And we're actually changing job descriptions based on allowing people to do more creative work, rather than more work-work. |
**Gerhard Lazu:** This made me think of something else... I know that many people still think of shipping code as an engineering activity, a byproduct of smart people brainstorming and coming up with technical solutions to business problems, then working hard on delivering all those amazing features as fast as possible... |
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