Doc Searls Weblog

For folks interested in what makes Steve Jobs and Apple (same thing) tick, Being Steve Jobs’ Last Boss, in the current Bloomberg Businessweek, is helpful reading. It’s an interview of John Sculley by Leander Kahney of Cultofmac.com. Sculley had been a very successful president of Pepsico when he was recruited as CEO of Apple in 1983, essentially to serve as Steve Jobs’ adult supervisor. While Sculley oversaw much growth at Apple in the following decade, mistakes were made (including the ousting of Steve), and Sculley himself was ousted after a decade on the job.

The encompassing statements:

Steve had this perspective that always started with the user’s experience; and that industrial design was an incredibly important part of that user impression. He recruited me to Apple because he believed the computer was eventually going to become a consumer product. That was an outrageous idea back in the early 1980s. He felt the computer was going to change the world, and it was going to become what he called “the bicycle for the mind.”

What makes Steve’s methodology different from everyone else’s is that he always believed the most important decisions you make are not the things you do, but the things you decide not to do. He’s a minimalist. I remember going into Steve’s house, and he had almost no furniture in it. He just had a picture of Einstein, whom he admired greatly, and he had a Tiffany lamp and a chair and a bed. He just didn’t believe in having lots of things around, but he was incredibly careful in what he selected.

Everything at Apple can be best understood through the lens of designing. Whether it’s designing the look and feel of the user experience, or the industrial design, or the system design, and even things like how the boards were laid out. The boards had to be beautiful in Steve’s eyes when you looked at them, even though when he created the Macintosh he made it impossible for a consumer to get in the box, because he didn’t want people tampering with anything.

And,

The reason why I said it was a mistake to have hired me as CEO was Steve always wanted to be CEO. It would have been much more honest if the board had said, “Let’s figure out a way for him to be CEO.”

As I wrote to Dave (in September 1997, after Steve came back to Apple),

The simple fact is that Apple always was Steve’s company, even when he wasn’t there. The force that allowed Apple to survive more than a decade of bad leadership, cluelessness and constant mistakes was the legacy of Steve’s original Art. That legacy was not just an OS that was 10 years ahead of the rest of the world, but a Cause that induced a righteousness of purpose centered around a will to innovate — to perpetuate the original artistic achievements. And in Steve’s absence Apple did some righteous innovation too. Eventually, though, the flywheels lost mass and the engine wore out.

In the end, by when too many of the innovative spirts first animated by Steve had moved on to WebTV and Microsoft, all that remained was that righteousness, and Apple looked and worked like what it was: a church wracked by petty politics and a pointless yet deeply felt spirituality.

Now Steve is back, and gradually renovating his old company. He’ll do it his way, and it will once again express his Art.

These things I can guarantee about whatever Apple makes from this point forward:

1. It will be original.
2. It will be innovative.
3. It will be exclusive.
4. It will be expensive.
5. It’s aesthetics will be impeccable.
6. The influence of developers, even influential developers like you, will be minimal. The influence of customers and users will be held in even higher contempt.

And here we are.

Bonus link.