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Brent Schlender & Rick Tetzeli – BECOMING STEVE JOBS : How a Reckless Upstart Become a Visionary Leader
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BECOMING STEVE JOBS : The Evolution of a Reckless Upstart Into a Visionary Leader

Brent Schlender, Rick Tetzeli
LIKE NEW, HARDCOVER
Brent Schlender, Rick Tetzeli
BRAND NEW, HARDCOVER

RM19.00

A Fascinating Biographical Reinterpretation Of The Inside Story On Steve Jobs From The Journalist Who Knew Him Best

ISBN 9780385347402
Book Condition LIKE NEW
Format HARDCOVER
Publisher Crown Business
Publication Date 01 Jun 2015
Pages 464
Weight 0.82 kg
Dimension 24 × 17 × 4.5 cm
Retail Price RM134.01
Availability: 2 in stock

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2 in stock

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★★ The #1 New York Times bestselling biography of how Steve Jobs became the most visionary CEO in history ★★
 
There have been many books—on a large and small scale—about Steve Jobs, one of the most famous CEOs in history. But this book is different from all the others. Where some paint him as visionary pioneer, while others believed him to be a tyrant that was difficult to work with & could not be pleased.
 
Becoming Steve Jobs breaks down the conventional, one-dimensional view of Steve Jobs that he was half-genius, half-jerk from youth, an irascible and selfish leader who slighted friends and family alike. Becoming Steve Jobsanswers the central question about the life and career of the Apple cofounder and CEO: How did a young man so reckless and arrogant that he was exiled from the company he founded become the most effective visionary business leader of our time, ultimately transforming the daily life of billions of people?
 
Drawing on incredible and sometimes exclusive access, Schlender and Tetzeli tell a different story of a real human being who wrestled with his failings and learned to maximize his strengths over time. Their rich, compelling narrative is filled with stories never told before from the people who knew Jobs best, including his family, former inner circle executives, and top people at Apple, Pixar and Disney, most notably Tim Cook, Jony Ive, Eddy Cue, Ed Catmull, John Lasseter, Robert Iger and many others.
 
The late Apple CEO changes from brilliant, erratic, insufferable jerk to steady, perspicacious, tolerable jerk in this shrewdly admiring biography. Journalist Schlender and Fast Company editor Tetzeli focus on the years after Jobs’s 1985 ouster from Apple and then on his 1997 return to guide the company’s resurgence with a string of hit iProducts.


They depict a spiritual journey, with Jobs wandering in the wilderness at NeXT Computer, where his confused, tyrannical fiats almost sank the company, and then at Pixar, where he learned the art of not interfering with talented subordinates; he emerged a more patient man with a tempered strategic outlook and an ability to listen to underlings when they screamed back at him.
 
In addition, Schlender knew Jobs personally for 25 years and draws upon his many interviews with him, on and off the record, in writing the book. He and Tetzeli humanize the man and explain, rather than simply describe, his behavior. Along the way, the book provides rich context about the technology revolution we’ve all lived through, and the ways in which Jobs changed our world.
 
A rich and revealing account, Becoming Steve Jobs shows us how one of the most colorful and compelling figures of our times was able to combine his unchanging, relentless passion with an evolution in management style to create one of the most valuable and beloved companies on the planet.
 
In his relentless pursuit of simplicity, excellence, and passion, Steve Jobs was a force of nature. He lived life on his own terms by his own values & he challenged us to do the same! When it comes to innovation & excellence, Steve Jobs raised the bar for himself & for others, while pushing the envelope of what’s possible.
 
He moved the ball forward by asking the tough questions, exercising extreme focus, and incorporating brilliance without compromising beauty for anything & dovetailed it seamlessly into a way of living & leading. Steve Jobs has blurred the lines between work & life, just the same way he’s blurred the line between art & engineering.
 
Schlender and Tetzeli emphasize the role of other remarkable individuals in the education of Steve Jobs. First was Regis McKenna, the legendary marketing guru of Silicon Valley, who led the effort to develop the Apple brand. For a time, John Sculley played that role — a short time. Then came the pair of geniuses Jobs saved from oblivion when he bought George Lucas’ animation unit and created Pixar: the brilliant animator and storyteller, John Lasseter, and the company’s outstanding manager, Ed Catmull. No doubt he also learned a lot from his archrival, Bill Gates. (At least, he learned how not to design products.)
 
Among his co-workers, though, his deepest and most productive relationship was with the English designer, Jony Ive, who ran Apple’s design shop in close collaboration with Jobs during his second stint at the company. Obviously, however, his wife, Laurene Powell Jobs, must deserve a lot of the credit for rounding off his sharp edges.
 
This is the tale of the lessons learned about leadership & becoming an original maverick based on the transformational process that turned Steve Jobs from just an entrepreneur into the Steve Jobs whom we’ve come to know after he was ousted from Apple, founded NEXT, and came back to Apple a new reborn man!
 
The 22 lessons learned from Steve Jobs’s failures, which made him the leader & innovator whom we’ve all come to admire:

1. Beginners Don’t have Baggage :
The lightness of a beginner frees them up to be more creative & their perceived weakness is actually a strength! Steve once said, “I didn’t see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. It freed me to enter one of the most creative periods of my life.” When something bad or Rahif happens to you, try to find the silver lining & the blessing in disguise! This is not easy by no stretch of the imagination!

2. Be Bold :
Life’s short, then you’re gone in a blink on an eye! Ask yourself periodically at the end of the day, has the world around me been better or worse because of what I’ve done today? If I were to die tomorrow, what how would I like people to remember me? What would I want my legacy to be?

3. Be What’s Next :
Don’t chase after what you missed. Instead, figure-out what the next big thing. Steve said when ousted from Apple, “If I were running Apple, I would milk the Macintosh for all it’s worth & get busy on the next great thing. The PC wars are over. Done! Microsoft won a long time ago.”

4. Design to Solve a Problem :
You can’t force your way into a great design. Steve once said, “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.”

5. Don’t Live Someone Else’s Life :
Live YOUR life! Steve said, “Your time is limited, so don’t waste it living someone else’s life. Don’t feel trapped by living with the results of other people’s thinking.” Don’t let the noise of other’s opinions about how you should live your life cloud your judgment.

6. Strive to Do Great Things! :
It’s your ambition, passion, and purpose that will take you places you never dreamed possible. Don’t worry about impressing other people & try to live in a world that you design so that you can go through life implementing what others might’ve thought was impossible because they couldn’t fathom doing it themselves!

7. Never Hire Great People & Tell Them How to do their Jobs! :
The ones doing the work are the moving force behind the company, so you better get out of their way as a leader. Steve said, “The people who are doing the work are the moving force behind the Macintosh. My job is to create a space for them, to clear out the rest of the organization and keep it at bay.”

8. Make your People Fall in Love with the Company :
The real secret to taking care of the company is hiring people who fall in love with the company. Steve said, “When I hire somebody really senior, competence is the ante. They have to be really smart. But the real issue for me is, are they going to fall in love with Apple? Because if they fall in love with Apple, everything else will take care of itself. They’ll want to do what’s best for Apple, not what’s best for them, what’s best for Steve, or anybody else.”

9. It Better be Worth it! :
If you’re going to put your life force into it, then the journey has to be worth it. Steve says, “We’ve all chosen to do this with our lives, so it better be damn good. It better be worth it.”

10. It’s NOT about the Money :
It all starts with Value, followed by Impact, then sealed with Money! Make people’s lives better. Leave the world a better place than when you came into it. Steve said, “Being the richest man in the cemetery doesn’t matter to me … Going to bed at night saying we’ve done something wonderful… that’s what matters to me.”

11. Be a Little Crazy :
Don’t be afraid to be different. It’s the crazy ones who change the world! Steve said, “Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world are the ones who do.”

12. Innovation Makes You Noticeable :
You can’t buy your way through innovation. Innovation is a by-product of leading great people. Steve said, “Innovation has nothing to do with how many R&D dollars you have. When Apple came-up with the Mac, IBM was spending at least 100 times more on R&D. It’s not about money. It’s about the people you have, how you’re led, and how much you get it.”

13. Make People Great :
It’s tough love! That’s Steve’s style & so is mine! I’m tough on my people at DarTec when I know they could do better & I’m empathetic towards their needs when they’re broken. Steve said, “My job is to not be easy on people. My job is to make them better.”

14. Perseverance Pays-Off :
What’s the difference between those that succeed & those that don’t? They stick with it & they have grit & build strong endurance. Steve said, “I’m convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance.”

15. Put your Heart & Soul Into it :
Don’t just go through the motions because if it’s really worth doing, then it’s worth doing really well. Steve said, “I think the key thing is that we’re not all terrified at the same time. I mean, we do put our heart & soul into these things.”

16. Set your Priorities Carefully :
Say “NO” to the hundred other good ideas because at times a lot of good ideas could distract you from the great idea you have in hand. Steve said, “People think focus means saying yes to the thing you’ve got to focus on, but that’s not what it means at all. It means saying no to the hundred other good ideas that come your way. You have to pick carefully.”

17. Present Powerful Messages in a Simple Way :
Simplicity is the greatest complexity. It’s about packaging powerful capabilities in simple ways. Steve said, “We’ve gone through the operating system & looked at everything and asked how can we simplify this & make it more powerful at the same time.”

18. Talent is a Huge Multiplier :
One of the greatest things about finding good people is that they become your best recruiters. They are the people most likely to know others who have the same values & sense of style that you and they themselves do.

19. Take Responsibility for the Entire Customer Experience :
Don’t take a piecemeal approach to customer experience & avoid playing a game of hot-potatoes. It’s not about a bunch of beautiful parts; rather, it’s about the end-to-end experience. Steve said, “Our DNA is as a consumer company, for that individual customer who’s voting thumbs-up or thumbs-down. That’s who we think about, and we think that our job is to take responsibility for the complete user experience, and if it’s not up to par, it’s our fault, plain & simply.”

20. What you Don’t do Defines you as Much as What you Do :
Part of your greatness will come from what you choose not to do. Steve said, “I’m as proud of what we don’t do as I am of what we do.”

21. You Just Might be Right, Even if Nobody Listens to you! :
Just because nobody listens to you doesn’t mean you’re wrong! It just means that they’re not ready to listen to you right now & will dismiss you, but when push comes to shove, they will know whom to call! Steve said after he was kicked-out if Apple, “You know, I’ve got a plan that could rescue Apple. I can’t say any more than that it’s the perfect product and the perfect strategy for Apple, but nobody there will listen to me.”

22. Your Brand is your Most Valuable Asset :
Your brand is what you stand for; it’s a reflection of your image! A manifestation of who you are inside. It’s the attributes that people think of or feel when they think of you! Steve said, “Our brand is the most, or at least one of the most, valuable things we have going for us now.”
 
The book is fairly effective and easy to read. It provides interesting detail on how Jobs managed at various points in his career and how his management improved over time. The sections on Pixar are especially interesting. Apple spokesman Steve Dowling admitted that Apple helped the authors in writing the book, as the company felt it could do more for its founder. In addition, Tim Cook was not happy with Walter Isaacson’s official biography, Steve Jobs.
 
Reviews from Apple Inc. for Becoming Steve Jobs have been positive with Bill Atkinson describing it as “the best accounting of Jobs … it did a really good job of showing the arc of Steve’s career”. The book is noted for revealing previous publicly unknown events from Jobs’ life, such as when in 2009, Tim Cook offered a portion of his liver to Jobs, since both share a rare blood type. Jobs responded by yelling, “I’ll never let you do that. I’ll never do that.”
 
This excellent account allows one to get to know Jobs as a living, breathing human being—an imperfect, fully goal-oriented man full of “deep restlessness.” Becoming Steve Jobs is such an effective telling of Jobs’ life story that at the conclusion of the book the reader will grieve his death, the world’s loss, all over again. Becoming Steve Jobs is based not only on a quarter-century of reporting on the company but on interviews with huge numbers of the people who knew the man. It’ not only a biography but a wonderful business book. It’s a monumental achievement.
 
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About the Author
BRENT SCHLENDER is one of the premiere chroniclers of the personal computer revolution, writing about every major figure and company in the tech industry. He covered Steve Jobs for the Wall Street Journal and Fortune for nearly 25 years.
 
RICK TETZELI, executive editor of Fast Company, has covered technology for two decades. He is the former deputy editor of Fortune, and editor of Entertainment Weekly.

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