Evolution of Steve Jobs’Leadership

Influence on Apple

EMBA 2011September 18, 2009

Robert Paul Ellentuck

COPYRIGHT © 2009 - 2011 ROBERT PAUL ELLENTUCK

Outline Purpose The Vision The Timeline Profile of Steve Jobs leadership How Steve Jobs leadership has changed Apple Summary Final Thought

Purpose

Illustrate Apple’s success from the viewpointof Steve Jobs’ leadership and vision of beinga different and innovative company

Steve Jobs 1.0 to 2.0

Vision

EarlyYears

1976-1985

Maturing1986-1996

Ripening1997-

Present

Steve & Steve createApple Computer, IncFast-Growing Start-upDefines Personal Computing &Consumer “Ease of use”

Rise and FallJobs LeavesProduct InnovationsCompetitive Marketplace

Jobs Return changesApple, IncDigital RevolutionMusic DistributionRedefines the PhoneConsumer Electronics LeaderWins back core audiences

Leadership Vision:Keep Focus onConsumer needs,Innovator,Trend Setter

Apple Timeline

Jobs 1976-1985

Jobs brings in ScullyTo run Apple

Into ofMac

1977 Steve Jobs and SteveWozniak Apple II foundedApple

AppleComputer, Inc

Sculley 1983-1993

Spindler technocrat

PowerPC/IBM.

Jobs returns1996

Spindler1993-1996

Apple II

Amelio1996-7

Jobs 1997-Present

DesktopPublishingTakes Off

NewtonFlops1993.Sculleyousted.

PowerBook1991 Standard

NeXT1996 Acquisition

iMac – Digital Move

iPodiTunes

iPhone

Re-branding ofApple

Apple, Inc2007

iTouch

Jobs’ Vision EstablishesThe Organization

Culture is different from corporate America Flat vs. Tall Casual vs. formal attire Company fosters individuality and excellence Draws talented people to employ

Mistakes are vital to Apple’s creative process Don’t follow your customers; Lead them Temper engineering with art Focus on the few to sell to the many Be your own toughest critic

Dimensions of Steve Jobs

Jobs has Mix of Leadership Styles Transformational Vision established 1976, continues as he leaves Apple, breathes

life into Apple in 1996

Charismatic His performances at MacWorld, hands on

Influencer Many stake-holders: Employees, “The Market” and End Users – “The

Cool Factor”, Media influencer (product placement to a new level) Changes Media Consumption, Brand Guru

Sex in the City

Early Years (1976-1985)

Seed is planted Wrote the blueprint of product launching/brand

introduction Makes bold decision to recruit Sculley, leads to

unintended consequences Learned to invest in R&D, take new concepts to

market GUI and mouse, the Mac With help from Xerox PARC

1984 SuperBowl TV AD

MacintoshProductLaunch

MacintoshPrint Ad

Maturing Years (1986-1996) Jobs legacy persists through his vision Innovation continues Invests in R&D Marketing copied by PC makers

Three CEOs at Apple Carries on Jobs’ vision – dividends come later

Jobs builds two Companies - NeXT and Pixar Focus on higher needs, takes risk Loyal employees follow to NeXT Pixar from Lucas’ Graphics Group Jobs largest share holder at Disney

Ripening Years (1997-Present)

Jobs is Back - “iCEO” Aggressive Brand Campaign, “Think Different” Changes Music and Video Distribution Sells Apple products direct - retail, web, and

phone Gains back core-audiences - higher ed. and

“tweens” Excites the masses - high profile products

Apple Today Unique reputation - consumer electronics

company 35,000 employees worldwide Global sales - US$32.48 billion FY2008 Comprehensive aesthetic design & distinctive

advertising campaigns Variety products - iMac, iMovie, iPhone, iPod, iTunes Fortune Cover: most admired company in US – 2008 Fortune Cover: most admired company in World –

2009 Jobs reads own obituary from Bloomberg financial on

September 4th, 2008 Tim Cook, COO, runs Apple during Jobs’ illness Jobs is back again - June 2009

Jobs’ Vision EstablishesThe Organization Puts Customer First, creates common user

experience

Complete Solutions

Trade Products Up or Down

Consistent User Experience

New innovations

Attractiveness

Summary

Successful Business Plan Emerges from Jobs’Leadership Vision

Applies lessons from early Apple days, Pixarand NeXT experiences to today’s Apple Patience Failure Success Applications of other technology and business Leverage power effectively – NeXT to Apple and

Pixar/Disney to Media Consumer Trend Setting: Digital Convergence, Media formats,

All-in-one Mobile devices Jobs has built a Leadership Team that he Trusts

Final Thought

Apple without Jobs’ Leadership – “TheStreet” couldn’t even separate the two.

Will they always be linked?