What Would Steve Jobs Do? How The Steve Jobs Way Can Inspire Anyone To Think Differently And Win - Plot & Excerpts
DO WE REALLY INNOVATE? In their annual reports, statements to the media, and financial presentations, many companies crow about having an “innovation culture” or being “innovation driven” or doing “innovation for tomorrow.” But what do they really mean? Does the IBM or HP patent mill represent an innovation culture? Is a company that spends 10 percent of its revenues on R&D innovation driven? Not necessarily. Does a company with a big R&D lab, such as Alcatel-Lucent (Bell Labs), have an innovation culture? Not necessarily. Does a company that makes “Invent” its tagline, as HP did, have an innovation culture? Probably not. One word, or a couple of words, does not make for an innovation culture. Innovation must happen naturally as part of the culture throughout the company to count. AN ORGANIZATIONAL VISION—IN THREE WORDS More than anything else, all Steve Jobs’s organizations, from Apple to NeXT to Pixar, have lived these three words: “Real artists ship.”
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