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JAY ELLIOT was a senior member of the original Macintosh development team and helped Steve Jobs develop the overall Mac design inspired by Xerox PARC. Becoming Senior Vice President of Apple reporting directly to Steve, Jay ran all corporate operations, including business planning, IT, facilities, and HR, for Apple worldwide. As a mentor to Steve, Jay was able to impart the management principles Jay had learned at IBM and Intel, which helped Steve build Apple into a multibillion-dollar company.
Chronology xiii
1 A Ding in the Universe: Everything Starts with an Inspiring Vision 1
2 Steve’s Business Philosophy and Values 15
3 People Who Know More than You: Choosing and Leading Your Lieutenants 29
4 Steve’s Secrets for Selecting Great People 41
5 Unusual Interviewing Techniques 53
6 To Protect Innovation, Create a Company within a Company 61
7 “No More Crap Products”: Creating Excellence 73
8 More on Product Strategy: Design Is How It Works 85
9 Entrepreneurial Confidence and High Standards 93
10 Employee Owners: Rewarding the Product Stakeholders 99
11 The Apple Workplace: Fostering Creativity 107
12 When Selling Becomes More Important than the Product 121
13 “And One More Thing”: Looking into the Distance 139
14 Flowers at His Doorstep: The Heritage of Steve Jobs 149
Notes 161
Acknowledgments 165
Index 167
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