7S

HO

RTC

UT

S

ON

MA

NA

GIN

G

CH

AN

GE

IN

AN A

PP

LEW

OR

LD

A Case Study on Managing Change in Business MAGDA KOCHANOWICZ, Cornwall Business School

Steve Jobs’ 7 Ways to

Grow Through

Change

SH

OR

TCU

T

1 DO WHAT YOU LOVE

FG

“Passion leads to innovation, which simply

means, new ways of doing things that improve our lives, which cannot flourish unless you are

truly obsessed with making something better

– be it a product, a service, a method or a

career”

Steve Jobs

SH

OR

TCU

T

2 HAVE A VISION

Steve Jobs has never underestimated the power of vision to move a brand forward. In 1976, Steve Wozniak was captivated by Jobs’ vision to “put a computer in the hands of everyday people.”

In 1979, Jobs took a tour of the Xerox research, where he saw a new technology that let users interact with the computer via colorful graphical icons instead of entering complex line commands

Xerox, “graphical user interface”, Jobs knew that this technology would allow him to fulfill his vision of putting a computer in the hands of everyday

people. Two people can see the same thing but perceive it differently based on their vision.

“ We’re gambling on our vision, and we’d rather do tat that than make ‘me-too’ products.”

SH

OR

TCU

T

3 KICK START

YOUR BRAIN

“Creativity is just connecting things.”

The idea for the name fell literally from a tree… “I came up with a name for our company—Apple.” Steve, said.

Wozniak (co-founder) replied they could have tried to come up with more technical sounding names ….. but their vision was to make computers

approachable. Apple fits perfectly.

Dalai Lama

India

Four Seasons

Mercedes-Benz

Calligraphy

Apples

Look outside your industry for inspiration. Jobs hired people from outside the computing profession, he studied the art of calligraphy in college, meditated with Indians, and evaluated The Four Seasons hotel chain as he developed the customer service model for the Apple Stores.

“Part of what made the Macintosh great was that the people working on it were musicians, and poets, and artists, and zoologists, and historians who also happened to be the best computer scientists in the world.”

-Steve Jobs

SH

OR

TCU

T 4

SELL DREAMS

NOT PRODUCTS

“Your customers don’t care about your product, your brand, they care about themselves, their dreams, their hopes, their ambitious...Help them fulfill their dreams and you will win them over”.

Steve Jobs

SH

OR

TCU

T

5 SAY NO TO

1,000 THINGS

 “Change comes from saying no to 1,000 things to make sure we don’t get on the wrong track or try to do too much.”

- Steve Jobs

Simplicity: The Elimination of Clutter

Jonathan Ive, Apple design guru: “We are absolutely consumed by trying to develop a solution that is very simple… Your customers demand simplicity”.

Steve Jobs reduced complexity in the Smartphone category by eliminating the keyboard.

The iPad is so simple that a 2-year-old can use it.

“Get rid of the crappy stuff and focus on the good stuff”. Steve Jobs’s advice to the new Nike CEO, Mark Parker

Stop Making Fun

of Us!

“Hi, I’m a mac”

I am cool, trendy, young, friendly, casual, reliable, fast, looking for

fun.

“Hi, I’m a PC”

I am boring, formal, cold, old, unreliable, slow,

not inspiring.

SH

OR

TCU

T

6 CREATE

GREAT EXPERIENCES

1

2

3

4

5

Carmine’s experience buying a MacBook pro at the Apple store was likening set up on a date and establishing a life-long commitment to the brand.

6

SH

OR

TCU

T

7 MASTER

THE MESSAGE

Steve Jobs thinks visually about presenting ideas, products, and information.

BIRD

10% 65%If information is presented verbally, your audience will remember 10% of the information. Attach a picture and retention goes up to 65%.

The people who are crazy enough to change the

world are the ones who do

—Apple Ad

Dream bigger

“Don’t let the noise of others’ opinions drown out your own inner voice”

 

Do You Want to Hear a story from TOP guys who

were totally WRONG about their ideas on

CHANGE?

“I think there is a market for maybe five computers”

Thomas Watson, chairman of IBM, 1943

“There is no reason that anybody would like to have a personal computer at home”Ken Olsen, 1977President from Digital Equipment Corporation was a pioneering American company in the computer industry

„640 Kbyte should be enough

memory for anybody“

Bill Gates, 1981

„Who would ever need such a silver disc?“ Jim Timmer, top Manager with

Philips in 1982

Change