Apples Leadership Strategies Steve Jobs And Tim Cook

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Apple's leadership strategies. Steve Jobs and Tim Cook

Author : Kemmy Jose
Publisher : GRIN Verlag
ISBN 13 : 3656711534
Total Pages : 18 pages
Book Rating : 4.6/5 (567 download)

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Book Synopsis Apple's leadership strategies. Steve Jobs and Tim Cook by : Kemmy Jose

Download or read book Apple's leadership strategies. Steve Jobs and Tim Cook written by Kemmy Jose and published by GRIN Verlag. This book was released on 2014-08-05 with total page 18 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (postgraduate) from the year 2014 in the subject Business economics - Miscellaneous, , language: English, abstract: This research paper is an attempt to examine the leadership strategies followed by the world’s most valuable company. Leadership is indeed one of the most important aspects of any company and Apple has displayed extraordinary breakthroughs right from when it was founded. Steve Jobs left the world on October 5, 2011 to leave Tim Cook as the CEO of Apple Inc. To a normal person who sees Apple from the outside as a company, there might have not been any noticeable changes. But there must have been some vicissitudes at least in the way Apple is functioning right now. There is no doubt that Steve Jobs created and raised Apple from a baby into a giant, and many believe that Apple has lost a well treasured leader. This research will compare and contrast the leadership styles of both the leaders in an attempt to find which one suits the company best, and also analyze if Cook really has the potential to be in the driver’s seat of Apple.

Tim Cook

Author : Leander Kahney
Publisher : Penguin
ISBN 13 : 0525537619
Total Pages : 322 pages
Book Rating : 4.5/5 (255 download)

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Book Synopsis Tim Cook by : Leander Kahney

Download or read book Tim Cook written by Leander Kahney and published by Penguin. This book was released on 2019-04-16 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: Journalist Leander Kahney reveals how CEO Tim Cook has led Apple to astronomical success after the death of Steve Jobs in 2011. The death of Steve Jobs left a gaping void at one of the most innovative companies of all time. Jobs wasn't merely Apple's iconic founder and CEO; he was the living embodiment of a global megabrand. It was hard to imagine that anyone could fill his shoes--especially not Tim Cook, the intensely private executive who many thought of as Apple's "operations drone." But seven years later, as journalist Leander Kahney reveals in this definitive book, things at Apple couldn't be better. Its stock has nearly tripled, making it the world's first trillion dollar company. Under Cook's principled leadership, Apple is pushing hard into renewable energy, labor and environmentally-friendly supply chains, user privacy, and highly-recyclable products. From the massive growth of the iPhone to lesser-known victories like the Apple Watch, Cook is leading Apple to a new era of success. Drawing on access with several Apple insiders, Kahney tells the inspiring story of how one man attempted to replace someone irreplaceable, and--through strong, humane leadership, supply chain savvy, and a commitment to his values--succeeded more than anyone had thought possible.

Inside Apple

Author : Adam Lashinsky
Publisher : Business Plus
ISBN 13 : 1455512176
Total Pages : 138 pages
Book Rating : 4.4/5 (555 download)

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Book Synopsis Inside Apple by : Adam Lashinsky

Download or read book Inside Apple written by Adam Lashinsky and published by Business Plus. This book was released on 2012-01-25 with total page 138 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inside Apple reveals the secret systems, tactics and leadership strategies that allowed Steve Jobs and his company to churn out hit after hit and inspire a cult-like following for its products. If Apple is Silicon Valley's answer to Willy Wonka's Chocolate Factory, then author Adam Lashinsky provides readers with a golden ticket to step inside. In this primer on leadership and innovation, the author will introduce readers to concepts like the "DRI" (Apple's practice of assigning a Directly Responsible Individual to every task) and the Top 100 (an annual ritual in which 100 up-and-coming executives are tapped a la Skull & Bones for a secret retreat with company founder Steve Jobs). Based on numerous interviews, the book offers exclusive new information about how Apple innovates, deals with its suppliers and is handling the transition into the Post Jobs Era. Lashinsky, a Senior Editor at Large for Fortune, knows the subject cold: In a 2008 cover story for the magazine entitled The Genius Behind Steve: Could Operations Whiz Tim Cook Run The Company Someday he predicted that Tim Cook, then an unknown, would eventually succeed Steve Jobs as CEO. While Inside Apple is ostensibly a deep dive into one, unique company (and its ecosystem of suppliers, investors, employees and competitors), the lessons about Jobs, leadership, product design and marketing are universal. They should appeal to anyone hoping to bring some of that Apple magic to their own company, career, or creative endeavor.

Steve Jobs

Author : Walter Isaacson
Publisher : Simon and Schuster
ISBN 13 : 1451648545
Total Pages : 656 pages
Book Rating : 4.4/5 (516 download)

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Book Synopsis Steve Jobs by : Walter Isaacson

Download or read book Steve Jobs written by Walter Isaacson and published by Simon and Schuster. This book was released on 2011 with total page 656 pages. Available in PDF, EPUB and Kindle. Book excerpt: Based on more than 40 interviews with Jobs conducted over two years--as well as interviews with more than 100 family members, friends, adversaries, competitors, and colleagues--Isaacson has written a riveting story of the roller-coaster life and searingly intense personality of a creative entrepreneur whose passion for perfection and ferocious drive revolutionized six industries: personal computers, animated movies, music, phones, tablet computing, and digital publishing.

Becoming Steve Jobs

Author : Brent Schlender
Publisher : Crown Currency
ISBN 13 : 0385347413
Total Pages : 482 pages
Book Rating : 4.3/5 (853 download)

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Book Synopsis Becoming Steve Jobs by : Brent Schlender

Download or read book Becoming Steve Jobs written by Brent Schlender and published by Crown Currency. This book was released on 2015-03-24 with total page 482 pages. Available in PDF, EPUB and Kindle. Book excerpt: The #1 New York Times bestselling biography of how Steve Jobs became the most visionary CEO in history. Becoming Steve Jobs breaks down the conventional, one-dimensional view of Steve Jobs that he was half-genius, half-jerk from youth, an irascible and selfish leader who slighted friends and family alike. Becoming Steve Jobs answers the central question about the life and career of the Apple cofounder and CEO: How did a young man so reckless and arrogant that he was exiled from the company he founded become the most effective visionary business leader of our time, ultimately transforming the daily life of billions of people? Drawing on incredible and sometimes exclusive access, Schlender and Tetzeli tell a different story of a real human being who wrestled with his failings and learned to maximize his strengths over time. Their rich, compelling narrative is filled with stories never told before from the people who knew Jobs best, including his family, former inner circle executives, and top people at Apple, Pixar and Disney, most notably Tim Cook, Jony Ive, Eddy Cue, Ed Catmull, John Lasseter, Robert Iger and many others. In addition, Schlender knew Jobs personally for 25 years and draws upon his many interviews with him, on and off the record, in writing the book. He and Tetzeli humanize the man and explain, rather than simply describe, his behavior. Along the way, the book provides rich context about the technology revolution we've all lived through, and the ways in which Jobs changed our world. A rich and revealing account, Becoming Steve Jobs shows us how one of the most colorful and compelling figures of our times was able to combine his unchanging, relentless passion with an evolution in management style to create one of the most valuable and beloved companies on the planet.

Haunted Empire

Author : Yukari Iwatani Kane
Publisher : Harper Collins
ISBN 13 : 0062128272
Total Pages : 333 pages
Book Rating : 4.0/5 (621 download)

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Book Synopsis Haunted Empire by : Yukari Iwatani Kane

Download or read book Haunted Empire written by Yukari Iwatani Kane and published by Harper Collins. This book was released on 2014-03-18 with total page 333 pages. Available in PDF, EPUB and Kindle. Book excerpt: Former Wall Street Journal technology reporter Yukari Iwatani Kane delves deep inside Apple in the two years since Steve Jobs’s death, revealing the tensions and challenges CEO Tim Cook and his team face as they try to sustain Jobs’s vision and keep the company moving forward. Steve Jobs's death raised one of the most pressing questions in the tech and business worlds: Could Apple stay great without its iconic leader? Many inside the company were eager to prove that Apple could be just as innovative as it had been under Jobs. Others were painfully aware of the immense challenge ahead. As its business has become more complex and global, Apple has come under intense scrutiny, much of it critical. Maintaining market leadership has become crucial as it tries to conquer new frontiers and satisfy the public's insatiable appetite for "insanely great” products. Based on over two hundred interviews with current and former executives, business partners, Apple watchers and others, Haunted Empire is an illuminating portrait of Apple today that offers clues to its future. With nuanced insights and colorful details that only a seasoned journalist could glean, Kane goes beyond the myths and headlines. She explores Tim Cook’s leadership and its impact on Jobs’s loyal lieutenants, new product development, and Apple’s relationships with Wall Street, the government, tech rivals, suppliers, the media, and consumers. Hard-hitting yet fair, Haunted Empire reveals the perils and opportunities an iconic company faces when it loses its visionary leader.

Overcrowded

Author : Roberto Verganti
Publisher : MIT Press
ISBN 13 : 0262035367
Total Pages : 262 pages
Book Rating : 4.2/5 (62 download)

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Book Synopsis Overcrowded by : Roberto Verganti

Download or read book Overcrowded written by Roberto Verganti and published by MIT Press. This book was released on 2017-02-03 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: A more powerful innovation, which seeks to discover not how things work but why we need things. The standard text on innovation advises would-be innovators to conduct creative brainstorming sessions and seek input from outsiders—users or communities. This kind of innovating can be effective at improving products but not at capturing bigger opportunities in the marketplace. In this book Roberto Verganti offers a new approach—one that does not set out to solve existing problems but to find breakthrough meaningful experiences. There is no brainstorming—which produces too many ideas, unfiltered—but a vision, subject to criticism. It does not come from outsiders but from one person's unique interpretation. The alternate path to innovation mapped by Verganti aims to discover not how things work but why we need things. It gives customers something more meaningful—something they can love. Verganti describes the work of companies, including Nest Labs, Apple, Yankee Candle, and Philips Healthcare, that have created successful businesses by doing just this. Nest Labs, for example, didn't create a more advanced programmable thermostat, because people don't love to program their home appliances. Nest's thermostat learns the habits of the household and bases its temperature settings accordingly. Verganti discusses principles and practices, methods and implementation. The process begins with a vision and proceeds through developmental criticism, first from a sparring partner and then from a circle of radical thinkers, then from external experts and interpreters, and only then from users. Innovation driven by meaning is the way to create value in our current world, where ideas are abundant but novel visions are rare. If something is meaningful for both the people who create it and the people who consume it, business value follows.

Creative Selection

Author : Ken Kocienda
Publisher : St. Martin's Press
ISBN 13 : 1250194474
Total Pages : 179 pages
Book Rating : 4.2/5 (51 download)

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Book Synopsis Creative Selection by : Ken Kocienda

Download or read book Creative Selection written by Ken Kocienda and published by St. Martin's Press. This book was released on 2018-09-04 with total page 179 pages. Available in PDF, EPUB and Kindle. Book excerpt: * WALL STREET JOURNAL BESTSELLER * An insider's account of Apple's creative process during the golden years of Steve Jobs. Hundreds of millions of people use Apple products every day; several thousand work on Apple's campus in Cupertino, California; but only a handful sit at the drawing board. Creative Selection recounts the life of one of the few who worked behind the scenes, a highly-respected software engineer who worked in the final years of the Steve Jobs era—the Golden Age of Apple. Ken Kocienda offers an inside look at Apple’s creative process. For fifteen years, he was on the ground floor of the company as a specialist, directly responsible for experimenting with novel user interface concepts and writing powerful, easy-to-use software for products including the iPhone, the iPad, and the Safari web browser. His stories explain the symbiotic relationship between software and product development for those who have never dreamed of programming a computer, and reveal what it was like to work on the cutting edge of technology at one of the world's most admired companies. Kocienda shares moments of struggle and success, crisis and collaboration, illuminating each with lessons learned over his Apple career. He introduces the essential elements of innovation—inspiration, collaboration, craft, diligence, decisiveness, taste, and empathy—and uses these as a lens through which to understand productive work culture. An insider's tale of creativity and innovation at Apple, Creative Selection shows readers how a small group of people developed an evolutionary design model, and how they used this methodology to make groundbreaking and intuitive software which countless millions use every day.

Strategic Leadership and Innovation at Apple Inc

Author : Loizos Th Heracleous
Publisher :
ISBN 13 : 9781526446565
Total Pages : pages
Book Rating : 4.4/5 (465 download)

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Book Synopsis Strategic Leadership and Innovation at Apple Inc by : Loizos Th Heracleous

Download or read book Strategic Leadership and Innovation at Apple Inc written by Loizos Th Heracleous and published by . This book was released on 2016 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: The case describes the successful tenure of Steve Jobs as CEO of Apple and how he succeeded in creating one of the wealthiest and most innovative companies in the world. The student is invited to consider what will happen to the company after Steve Jobs' death under the leadership of Tim Cook and whether Apple can replicate its success of previous years.

After Steve

Author : Tripp Mickle
Publisher : HarperCollins
ISBN 13 : 0063009838
Total Pages : 550 pages
Book Rating : 4.0/5 (63 download)

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Book Synopsis After Steve by : Tripp Mickle

Download or read book After Steve written by Tripp Mickle and published by HarperCollins. This book was released on 2022-05-03 with total page 550 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the New York Times' Tripp Mickle, the dramatic, untold story inside Apple after the passing of Steve Jobs by following his top lieutenants—Jony Ive, the Chief Design Officer, and Tim Cook, the COO-turned-CEO—and how the fading of the former and the rise of the latter led to Apple losing its soul. Steve Jobs called Jony Ive his “spiritual partner at Apple.” The London-born genius was the second-most powerful person at Apple and the creative force who most embodies Jobs’s spirit, the man who designed the products adopted by hundreds of millions the world over: the iPod, iPad, MacBook Air, the iMac G3, and the iPhone. In the wake of his close collaborator’s death, the chief designer wrestled with grief and initially threw himself into his work designing the new Apple headquarters and the Watch before losing his motivation in a company increasingly devoted more to margins than to inspiration. In many ways, Cook was Ive’s opposite. The product of a small Alabama town, he had risen through the ranks from the supply side of the company. His gift was not the creation of new products. Instead, he had invented countless ways to maximize a margin, squeezing some suppliers, persuading others to build factories the size of cities to churn out more units. He considered inventory evil. He knew how to make subordinates sweat with withering questions. Jobs selected Cook as his successor, and Cook oversaw a period of tremendous revenue growth that has lifted Apple’s valuation to $2 trillion. He built a commanding business in China and rapidly distinguished himself as a master politician who could forge global alliances and send the world’s stock market into freefall with a single sentence. Author Tripp Mickle spoke with more than 200 current and former Apple executives, as well as figures key to this period of Apple’s history, including Trump administration officials and fashion luminaries such as Anna Wintour while writing After Steve. His research shows the company’s success came at a cost. Apple lost its innovative spirit and has not designed a new category of device in years. Ive’s departure in 2019 marked a culmination in Apple’s shift from a company of innovation to one of operational excellence, and the price is a company that has lost its soul.

Strategy Rules

Author : David B. Yoffie
Publisher : Harper Collins
ISBN 13 : 0062373978
Total Pages : 199 pages
Book Rating : 4.0/5 (623 download)

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Book Synopsis Strategy Rules by : David B. Yoffie

Download or read book Strategy Rules written by David B. Yoffie and published by Harper Collins. This book was released on 2015-04-14 with total page 199 pages. Available in PDF, EPUB and Kindle. Book excerpt: The authors of the bestselling Competing on Internet Time (a Business Week top 10 book) analyze the strategies, principles, and skills of three of the most successful and influential figures in business—Bill Gates, Andy Grove, and Steve Jobs—offering lessons for all managers and entrepreneurs on leadership, strategy and execution. In less than a decade, Bill Gates, Steve Jobs, and Andy Grove founded three companies that would define the world of technology and transform our lives. At their peaks, Microsoft, Apple, and Intel were collectively worth some $1.5 trillion. Strategy Rules examines these three individuals collectively for the first time—their successes and failures, commonalities and differences—revealing the business strategies and practices they pioneered while building their firms. David B. Yoffie and Michael A. Cusumano have studied these three leaders and their companies for more than thirty years, while teaching business strategy, innovation and entrepreneurship at Harvard and MIT. In this enlightening guide, they show how Gates, Grove, and Jobs approached strategy and execution in remarkably similar ways—yet markedly differently from their erstwhile competitors—keeping their focus on five strategic rules. Strategy Rules brings together the best practices in strategic management and high-tech entrepreneurship from three path-breaking entrepreneurs who emerged as CEOs of huge global companies. Their approaches to formulating strategy and building organizations offer unique insights for start-up executives as well as the heads of modern multinationals.

My Life at Apple

Author : John Couch
Publisher : Waterside Productions
ISBN 13 : 9781951805845
Total Pages : 254 pages
Book Rating : 4.8/5 (58 download)

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Book Synopsis My Life at Apple by : John Couch

Download or read book My Life at Apple written by John Couch and published by Waterside Productions. This book was released on 2021-06 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: In 1978, John Couch was working as a software engineer at Hewlett-Packard when a young, ambitious entrepreneur named Steve Jobs unexpectedly showed up on his doorstep. It was Steve's second time trying to persuade John to join him at his promising startup, Apple Computer, where he needed help building a "revolutionary computer." John was one of UC Berkeley's first fifty computer science graduates and a leader at HP, working under the tutelage of its iconic founder, Bill Hewlett, so Steve knew he was one of the few people in the world capable of achieving such a task. He was thrilled when John agreed to help, becoming Apple's 54th employee and, ultimately, its first VP of Software and first VP of Education. Over time, John and Steve's business relationship would grow into an unbreakable, decades-long friendship.

It's Not What You Sell, It's What You Stand For

Author : Roy M. Spence Jr.
Publisher : Penguin
ISBN 13 : 1440697906
Total Pages : 338 pages
Book Rating : 4.4/5 (46 download)

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Book Synopsis It's Not What You Sell, It's What You Stand For by : Roy M. Spence Jr.

Download or read book It's Not What You Sell, It's What You Stand For written by Roy M. Spence Jr. and published by Penguin. This book was released on 2009-02-05 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: Who is Roy Spence and what makes him the Pied Piper of Purpose? Over the last thirty-five years, Roy Spence has helped organizations such as Southwest Airlines, BMW, the University of Texas, Walmart, the Clinton Global Initiative, and many others achieve greatness by getting them to obsess about one big idea: purpose. With purpose as the North Star, employee engagement is higher, competition is less threatening, customers are more loyal, and innovation flows. It's the secret to developing a more fulfilling work life as well as a healthier bottom line. Simply put, purpose is a definitive statement about the difference you are trying to make in the world. As Spence writes, "It's your reason for being that goes beyond making money, and it almost always results in making more money than you ever thought possible." It's not soft stuff, as some might scoff. Especially during times of great economic uncertainty, purpose is the key to creating and maintaining a high-performing organization. It deserves just as much attention as strategy, execution, and innovation. A real purpose can't just be words on a piece of paper. It has to get under the skin of every member of your organization like Southwest's purpose of democratizing the skies or Walmart's of saving people money so they can live better. If you get it right, your people will feel great about what they're doing, clear about their goals, and excited to get to work every morning. No organization is too big or too small, too niche or too mundane, to benefit from a clearly defined purpose. Spence and coauthor Haley Rushing share their insider insights and case studies to help you discover your organization's purpose, proclaim it to the world, and apply it to everything you do. This book will force you to address some tough and profound questions: •What difference do we want to make in the world? •What do we really stand for? •Do we have purpose-based leaders in key roles? •Do our employees feel like what they do matters? •Would our customers miss us if we ceased to exist? •Do we bring our purpose to life everywhere we can both internally and externally? Spence's hard-won lessons will change the way you view your job, your business model, your leadership style, and your marketing. They will help you make money, make a difference, and with a little luck,make history.

Showstopper!

Author : G. Pascal Zachary
Publisher : Open Road Media
ISBN 13 : 1480494844
Total Pages : 239 pages
Book Rating : 4.4/5 (84 download)

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Book Synopsis Showstopper! by : G. Pascal Zachary

Download or read book Showstopper! written by G. Pascal Zachary and published by Open Road Media. This book was released on 2014-04-01 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt: This “inside account captures the energy—and the madness—of the software giant’s race to develop a critical new program. . . . Gripping” (Fortune Magazine). Showstopper is the dramatic, inside story of the creation of Windows NT, told by Wall Street Journal reporter G. Pascal Zachary. Driven by the legendary David Cutler, a picked band of software engineers sacrifices almost everything in their lives to build a new, stable, operating system aimed at giving Microsoft a platform for growth through the next decade of development in the computing business. Comparable in many ways to the Pulitzer Prize–winning book The Soul of a New Machine by Tracy Kidder, Showstopper gets deep inside the process of software development, the lives and motivations of coders and the pressure to succeed coupled with the drive for originality and perfection that can pull a diverse team together to create a program consisting of many hundreds of thousands of lines of code.

Implementing World Class IT Strategy

Author : Peter A. High
Publisher : John Wiley & Sons
ISBN 13 : 1118634179
Total Pages : 246 pages
Book Rating : 4.1/5 (186 download)

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Book Synopsis Implementing World Class IT Strategy by : Peter A. High

Download or read book Implementing World Class IT Strategy written by Peter A. High and published by John Wiley & Sons. This book was released on 2014-08-21 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: The actionable guide for driving organizational innovation through better IT strategy With rare insight, expert technology strategist Peter High emphasizes the acute need for IT strategy to be developed not in a vacuum, but in concert with the broader organizational strategy. This approach focuses the development of technology tools and strategies in a way that is comprehensive in nature and designed with the concept of value in mind. The role of CIO is no longer "just" to manage IT strategy—instead, the successful executive will be firmly in tune with corporate strategy and a driver of a technology strategy that is woven into overall business objectives at the enterprise and business unit levels. High makes use of case examples from leading companies to illustrate the various ways that IT infrastructure strategy can be developed, not just to fall in line with business strategy, but to actually drive that strategy in a meaningful way. His ideas are designed to provide real, actionable steps for CIOs that both increase the executive's value to the organization and unite business and IT in a manner that produces highly-successful outcomes. Formulate clearer and better IT strategic plans Weave IT strategy into business strategy at the corporate and business unit levels Craft an infrastructure that aligns with C-suite strategy Close the gap that exists between IT leaders and business leaders While function, innovation, and design remain key elements to the development and management of IT infrastructure and operations, CIOs must now think beyond their primary purview and recognize the value their strategies and initiatives will create for the organization. With Implementing World Class IT Strategy, the roadmap to strategic IT excellence awaits.

Accidental Empires

Author : Robert X. Cringely
Publisher : Harper Collins
ISBN 13 : 0887308554
Total Pages : 386 pages
Book Rating : 4.8/5 (873 download)

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Book Synopsis Accidental Empires by : Robert X. Cringely

Download or read book Accidental Empires written by Robert X. Cringely and published by Harper Collins. This book was released on 1996-09-13 with total page 386 pages. Available in PDF, EPUB and Kindle. Book excerpt: Computer manufacturing is--after cars, energy production and illegal drugs--the largest industry in the world, and it's one of the last great success stories in American business. Accidental Empires is the trenchant, vastly readable history of that industry, focusing as much on the astoundingly odd personalities at its core--Steve Jobs, Bill Gates, Mitch Kapor, etc. and the hacker culture they spawned as it does on the remarkable technology they created. Cringely reveals the manias and foibles of these men (they are always men) with deadpan hilarity and cogently demonstrates how their neuroses have shaped the computer business. But Cringely gives us much more than high-tech voyeurism and insider gossip. From the birth of the transistor to the mid-life crisis of the computer industry, he spins a sweeping, uniquely American saga of creativity and ego that is at once uproarious, shocking and inspiring.

Insanely Simple

Author : Ken Segall
Publisher : Penguin UK
ISBN 13 : 0670921203
Total Pages : 246 pages
Book Rating : 4.6/5 (79 download)

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Book Synopsis Insanely Simple by : Ken Segall

Download or read book Insanely Simple written by Ken Segall and published by Penguin UK. This book was released on 2012-04-26 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Simple can be harder than complex. You have to work hard to get your thinking clean to make it simple. But it's worth it in the end, because once you get there, you can move mountains' Steve Jobs, BusinessWeek, May 25, 1998 To Steve Jobs, Simplicity wasn't just a design principle. It was a religion and a weapon. The obsession with Simplicity is what separates Apple from other technology companies. It's what helped Apple recover from near death in 1997 to become the most valuable company on Earth in 2011, and guides the way Apple is organized, how it designs products, and how it connects with customers. It's by crushing the forces of Complexity that the company remains on its stellar trajectory. As creative director, Ken Segall played a key role in Apple's resurrection, helping to create such critical campaigns as 'Think Different' and naming the iMac. Insanely Simple is his insider's view of Jobs' world. It reveals the ten elements of Simplicity that have driven Apple's success - which you can use to propel your own organisation. Reading Insanely Simple, you'll be a fly on the wall inside a conference room with Steve Jobs, and on the receiving end of his midnight phone calls. You'll understand how his obsession with Simplicity helped Apple perform better and faster.