1. Strive for perfection. Many know that Steve Jobs paid much attention to detail. On the eve of the presentation of the first iPod, Jobs decided that the headphone plug should enter into them with a loud click, so Apple employees had to replace the headphone jack all night.
2. Work with experts. Before the launch of the company’s network, Jobs invited Mikki Drexler from Gap to the team. He believed that success can be achieved by working with people who are able to cope with their duties perfectly well.
3. Be merciless. Jobs was proud not only of products that were presented to the public, but also those whose development was frozen. Jobs worked hard to create the clone “Palm Pilot”, but realizing that mobile phones will be forced out of the PDA market, he closed the project without regret. This gave the engineers the opportunity to work on the iPod.
4. Do not focus on focus groups. Many people have heard Jobs say: “People do not know what they want until you show them this.” He took home prototypes of products and personally tested them for months.
5. Study and research is an endless process. When work was done on the outline for Apple, Jobs carefully studied the use of fonts, ergonomics and the appearance of Sony products. Creating the hull of the first “Mac”, he wandered around the parking lot of the company “Apple”, paying special attention to the structure of the bodies of German and Italian cars.
6. Be simple. Jobs has always sought to achieve the simplest design of the product. Developing the first models of the iPod, he told designers to get rid of the buttons, including a button to turn the device on and off. Designers were againt it, but eventually developed a cult wheel scroll.
7. Keep your secrets. Employees of the company “Apple” know that you should not talk too much. Observance of strict secrecy helped Jobs to maintain a frenzied interest in his products, so the presentation of new products caused a huge stir.
8. Work in a small team. In the original command “Macintosh” there were only one hundred people. If you hired 101 people, then someone had to fire. Jobs decided that he is able to remember the names of only 100 employees.
9. Less stick, more gingerbread. Jobs was a very demanding boss, but for Apple employees the most powerful motivator was his charisma. Job’s enthusiasm was the main reason that over the first Mac, Apple’s team worked for 90 hours a week for three years, thanks to the joint efforts that this legendary product was created.
10. Use prototypes. Everything that Jobs created was developed on prototypes: hardware, software, even Apple stores. Architects and designers for over a year designed a prototype store in a secret warehouse near the company’s headquarters, Jobs rejected the project, and the creation began on a new one.
