Those Lessons That I Got Along The

The Ipod Is A Perfect Example Of Steve's [jobs] Methodology Of Starting With The User And Looking At The Entire End-to-end System.

Steve Jobs Was Not An Engineer: He Was A Brilliant Individual With This Ability To See Around Corners, To See Things That Other People Couldn't See. I've Learned Over The Years In The Apple That There Are Some Really Talented People Who Can Take The Same Evidence, The Same Facts, And Look At Them And See Them In A Way That Interprets Those Facts Entirely Different Than Most People Do.

In The Industrial Age, The Ceo Sat On The Top Of The Hierarchy And Didn't Have To Listen To Anybody ... In The Information Age, You Have To Listen To The Ideas Of People Regardless Of Where They Are In The Organization.

Microsoft's Philosophy Is To Get It Out There And Fix It Later. Steve [jobs] Would Never Do That. He Doesn't Get Anything Out There Until It Is Perfected.

I Wanted To Be An Industrial Designer, So I Went To Business School For That, And I Then Went On To Marketing At Interpublic Group Of Companies, Which Was One Of The First Organizations To Actually Think About Brand Marketing. I Worked On Coca Cola's Account, And Then I Was Recruited By Pepsi, And I Ended Up Being Pepsi's First Mba. I Was Called The High Wire Act Because I Was In My 20s And I Was Given Jobs Of Increasing Responsibility That I Was Totally Unqualified For.