STEVE PAUL JOBS

(1955-2011)

Steve Paul Jobs was born on February 24, 1955 in Los Altos, California.
With less than a year, he was adopted by an electrician, Paul, also
Californian, who with his wife, Clara, raised him. About their biological
parents know that their father was Egyptian, and his mother was
American. Upon entering the school Homestead High School in Cupertino
(California), he met Steve Wozniak, and they became great friends.
He began working in 1974 (at age 19) for Atari as a game programmer,
where he earned enough money to embark on a trip to India, he has
always been passionate religious mysticism.
Back in California he becomes part of the group of Homebrew Computer
Club with Wozniak, his best friend. That was when Wozniak and he
produced a personal computer. In 1976 both were studying at the
University of Berkeley.
After presenting his invention at the University and see their success,
they begin to manufacture computers by hand in the garage of Jobs's
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house, after selling some important things, Jobs sold his Volkswagen and
Wozniak his HP
scientific calculator with the intention of engage in the sale of personal
computers. And so was born Apple 1.
The name Apple is because the apple was the favorite Jobs fruit.
Although some claim that Jobs chose the name to honor a great summer
spent in Oregon where he worked in the garden.
The original Apple logo was unimaginative, showing someone under an
apple tree, but soon they came to present rainbow apple, which has
remained the best known brand in the IT industry. Over time, evolved
and became a much more modern design.

After selling 25 units in a store "Do it yourself ", in which he got the cash
to pay, he converted the garage of his parents house, in the assembly of
computers, and the living room in the packaging and receipt. The same
year, Wozniak was preparing a surprise: the Apple II, its main feature
was a sleeker design and a machine that weighed 5 pounds and a half.
Jobs led a revolution in hardware, reducing the size of the computer to a

small box. Lisa was the first mass-produced personal computer by Apple
Company, which was released in May 1977.
The public liked its design and innovation. The company growth was so
rapid that in 1983 Apple billed 2,000 million.
Few people in the world of technology arouse much interest as Steve
Jobs. Jobs had some visionary, artist and marketing genius. Wozniak was
the expert in hardware and electronics, and Jobs the marketing expert,
who knew how to sell, how to give out things. An engineer and a
visionary united by a common goal: to revolutionize modern computer.
Wozniak's resignation in 1981 was due to the nature of Jobs. Unbearable
and selfish. He was a perfectionist.
Another reason Wozniaks resignation was the plane crash he suffered
that year. After recovering, Wozniak saw what he wanted to do then was
to enjoy life, and live what they had achieved.

Jobs didnt take long to find a replacement. In 1983 convinced Pepsis

President, John Sculley that he will become the new President of the

company. Jobs convinced Sculley with a question. "Do you want to sell
sugared water for the rest of your life? Or do you want to come with me
and change the world?.
In 1984, Apple achieved worldwide fame thanks to their new computer
spot, called 1984 which aired for the first time in the Super Bowl, the
most watched event in U.S. The stage was summarized in several people
dressed in gray, who listened to their leader, who appeared on a giant
screen. Suddenly, a woman dressed in the colors of the rainbow, made
his appearance with a hammer and threw it to the leader breaking the
screen. When workers were released. After a sentence that read: On
January 24th, Apple Computer will introduce Macintosh and you'll see
why 1984 will not be like 1984.
In December 1979 Jobs and his team visited the Xerox research center
where they had knowledge of a working prototype with a graphical and
mouse. This visit gave him a revolutionary idea; he took his team of
engineers and moved to a building called Siberia, hung a pirate flag and
worked 90 hours a week on the computer that would forever change the
personal computer: the Macintosh.
It was a simple, clean and fun computer. Had a graphics system known
as WYSIWYG (What You See is What You Get) that allowed work through
icons; showed a clock when you had to wait, and a pump when the
system went down.
But they had not taken into account the competition. In 1981 IBM also
launches its first personal computer. These had the Microsoft operating
system and started selling like hotcakes and Apple never recovered from
this crisis. IBM held 90% market share, and Apple 10%. They withdrew
Apple III. Over 14,000 machines were removed and subsequently would
launch the Apple III Plus (1983) that was only on the market for 4
months. Improvement came too late and the public rejected.
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But the problems continued for Jobs. Daily discussions between Sculley
and Jobs. Sculley sought support from the Board of Directors who gave
his trust, and let him take command responsibility for Jobs, leaving Apple
in May 1985.
After he created the company NeXT Corporation in 1989 and bought
Pixar Animation Studios in 1986. With Jobs at the helm, Pixar produced
Toy Story movies and "A bugs life". Both opened new horizons in the
world of animation.
The film Toy Story won an Oscar and was the biggest blockbuster of
1995. Nevertheless Next was not so lucky. The plans, passed to build the
next generation of personal computers to crush Apple, but this never
happened. After more than eight years of fighting, and nearly 250 million
dollars invested, Jobs decided to close the hardware division of Next in
1993.
In 1991 Steve married Laurene Powell with whom he had 4 children.
Sculley resigned in 1993 and was replaced by Michael Diesel Spindler,
but the crisis continued.
Eleven years took Jobs to return to Apple. His back was in September
1997, when everyone thought that the life of the company ended. His
intention was the same: to constantly innovate design. In 1998 Apple
released the Powerbook G3 series. The iMac was the next move. The
iMac computer was revolutionary for its technical qualities and especially
for its innovative design.
In 2003 launched a campaign on the Internet to convince Jobs that he
stood as a candidate for President of the United States. The campaign
didnt fail for lack of interest, because the web had over 10,000 hits in

10 minutes, failed because Jobs was not interested in the proposal. He

said he was very flattered by the support, but said he had no time for it.
Apple, with Jobs at the helm, currently leads the digital music revolution
with its iPod portable music player and iTunes online music store.
In 2004 he presented his new operating system called Tiger. Steve said
that Tiger is much more complete than the Microsoft operating system.
Jobs has had bad moments in his life. Doctors detected him (in 2004) a
cancerous

tumor

in

the

pancreas.

Jobs

had

surgery

without

complications; he went back to normal after just a month.

In 2007 introduced the iPhone, the first family of smart phones by Apple,
with touch screen and Internet connection.

In 2009 Steve underwent a liver transplant; he delegated most of his

duties to Timothy Cook. A year later with his full creativity, Steve Jobs
surprised the world with an innovative product, the iPad, and the second
version of the iPhone, the iPad 2, introduced in March 2011, in one of his
last public appearances.

Steve Jobs died in California at 3 pm on October 5, 2011 , at age 56 , as

a result of respiratory arrest resulting from metastases of pancreatic
cancer that was discovered in 2004.
Candles and iPads outside the Apple Store in Palo Alto, California, after
his death.
His death was announced by Apple in a statement:
"We are deeply saddened to announce that Steve Jobs passed away
today.
Steves brilliance, passion and energy were the source of countless
innovations that enrich and improve all of our lives. The world is
immeasurably better because of Steve.
His greatest love was for his wife, Laurene, and his family. Our hearts go
out to them and to all who were touched by his extraordinary gifts"
Jobs leaves Laurene, his wife of 20 years, three sons and Lisa Brennan
-Jobs , his daughter from a previous relationship.

According to Simpson, Jobs saw his sister Patty, then for their children for
a long time after his wife Laurene.
Weeks after Jobs' death, Apple introduced an obituary that read:
Apple has lost a visionary and creative genius, and the world has lost
an amazing human being. Those of us who have been fortunate enough
to know and work with Steve have lost a dear friend and an inspiring
mentor. Steve leaves behind a company that only he could have built,
and his spirit will forever be the foundation of Apple.
We are planning a celebration of Steves extraordinary life for Apple
employees that will take place soon. If you would like to share your
thoughts, memories and condolences in the interim, you can simply
email rememberingsteve@apple.com.
No words can adequately express our sadness at Steves death or our
gratitude for the opportunity to work with him. We will honor his
memory by dedicating ourselves to continuing the work he loved so
much.

STEVE JOBS QUOTES

A lot of companies have chosen to downsize, and maybe that was the
right thing for them. We chose a different path. Our belief was that if we
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kept putting great products in front of customers, they would continue to

open their wallets.
Almost everything--all external expectations, all pride, all fear of
embarrassment or failure--these things just fall away in the face of
death, leaving only what is truly important. Remembering that you are
going to die is the best way I know to avoid the trap of thinking you have
something to lose. You are already naked. There is no reason not to
follow your heart.
Design is not just what it looks like and feels like. Design is how it
works.
Here's to the crazy ones, the misfits, the rebels, the troublemakers, the
round pegs in the square holes... the ones who see things differently -they're not fond of rules... You can quote them, disagree with them,
glorify or vilify them, but the only thing you can't do is ignore them
because they change things... they push the human race forward, and
while some may see them as the crazy ones, we see genius, because
the ones who are crazy enough to think that they can change the world,
are the ones who do.
I think we're having fun. I think our customers really like our products.
And we're always trying to do better.
In most people's vocabularies, design means veneer. It's interior
decorating. It's the fabric of the curtains of the sofa. But to me, nothing
could be further from the meaning of design. Design is the fundamental
soul of a human-made creation that ends up expressing itself in
successive outer layers of the product or service.

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Innovation distinguishes between a leader and a follower.

So we went to Atari and said, 'Hey, we've got this amazing thing, even
built with some of your parts, and what do you think about funding us?
Or we'll give it to you. We just want to do it. Pay our salary, we'll come
work for you.' And they said, 'No.' So then we went to Hewlett-Packard,
and they said, 'Hey, we don't need you. You haven't got through college
yet.
Sometimes when you innovate, you make mistakes. It is best to admit
them quickly, and get on with improving your other innovations.
The people who are doing the work are the moving force behind the
Macintosh. My job is to create a space for them, to clear out the rest of
the organization and keep it at bay.
You can't just ask customers what they want and then try to give that to
them. By the time you get it built, they'll want something new.
I'm the only person I know that's lost a quarter of a billion dollars in one
year.... It's very character-building.
Every good product I've ever seen is because a group of people cared
deeply about making something wonderful that they and their friends
wanted. They wanted to use it themselves.
I don't think it's good that we're perceived as different I think it's
important we're perceived as MUCH BETTER. If being different is
essential to doing that, then we have to do that, but if we could be much
better without being different, that'd be fine with me. I want to be much

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better! I don't care about being different, but we'll have to be different in
some ways to be much better.
I'm sure a lot of you had this experience when you're changing. You're
growing as a person and people tend to treat you like you were 18
months ago, and it's really frustrating sometimes when you're growing
up and you're more capable. It's the same thing with a company and the
press. The press is going to have a lag time. The best thing we can do
about the press is embrace them and do the best thing we can to
educate them about our strategy. But to keep our eye on the prize, that
is turning out some great products. the press and the stock prize will
take care of themselves.
The hardest thing when you think about focusing. You think focusing is
about saying "Yes." No. Focusing is about saying "No." And when you say
"No," you piss off people.
I'm as proud of what we don't do as I am of what we do.
Quality is more important than quantity. One home run is much better
than two doubles.

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In my opinion, Steve Jobs is one of the most brilliant minds, and if he

were still here, I think this is what he would have to say to the small
business owners.
You dont have to lose to the big guy, if youre willing to be
innovative.
Steve Jobs refused to live in other peoples dogma. He believed he could
compete and could change the world. You need to believe like Steve:
Your time is limited, so dont waste it living someone elses life. Dont
be trapped by dogma which is living with the results of other peoples
thinking. Dont let the noise of others opinions drown out your own
inner voice. And most important, have the courage to follow your heart
and intuition.
Innovation distinguishes between a leader and a follower. Steve Jobs

Each and every customer interaction matters. Dont forget that.

Steve Jobs designed the glass stair holders that you can see in every
Apple Store today. Why? Because he was concerned with the aesthetic
details. He knew every detail would matter when it came to the
customers interaction with Apple.
Dont ever underestimate the details. They ALWAYS matter.

Do not accept excuses when it comes to quality.

Be a yardstick of quality. Some people arent used to an environment
where excellence is expected.

If you havent found what youre looking for, keep looking.

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Dont give up because you havent found the answer yet. Keep looking.
Stay hungry. Dont give up!
If you havent found it yet, keep looking. Dont settle. As with all
matters of the heart, youll know when you find it. And, like any great
relationship, it just gets better and better as the years roll on.

Dont be afraid to approach your competitors and ask for help.

Not everyone remembers that Microsoft invested in Apple at a critical
time.
Remember that youre going to be dead soon.
Remembering that Ill be dead soon is the most important tool Ive ever
encountered to help me make the big choices in life. Because almost
everything

all

external

expectations,

all

pride,

all

fear

of

embarrassment or failure these things just fall away in the face of

death, leaving only what is truly important.
Steve put everything into perspective when he reminded us all that we
are going to be dead soon anyway, so its important to focus on what
matters.
Stop messing around and take action on your goals today.

Make sure you love what you do. If you dont love it, its time to
change.
Your work is going to fill a large part of your life, and the only way to be
truly satisfied is to do what you believe is great work. And the only way
to do great work is to love what you do. If you havent found it yet, keep
looking. Dont settle. As with all matters of the heart, youll know when
you find it.

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Steve was right, since work is such a huge part of our lives, we need to
be sure that we love what we do. Many of us started our business with
the idea that we would do what we loved.
If you find yourself hating what you do, or maybe just disliking it too
frequently, its time to change. Passion and love for our work is what
makes us stand out from our competitors. Passion is contagious.

Dont be too cynical and lose faith. Believe in people.

Technology is nothing. Whats important is that you have a faith in
people, that theyre basically good and smart, and if you give them
tools, theyll do wonderful things with them.
Life is what we make of it, so maybe its time to start thinking more
positively about those around us.

Be creative. Everyone can be creative.

Creativity is just connecting things. When you ask creative people how
they did something, they feel a little guilty because they didnt really do
it, they just saw something. It seemed obvious to them after a while.
Thats because they were able to connect experiences theyve had and
synthesize new things.
Everyone can and should learn to be creative. Business owners should
absolutely focus on developing their own creativity.

When it comes to pricing, you have options.

Pretty much, Apple and Dell are the only ones in this industry making
money. They make it by being Wal-Mart. We make it by innovation.
Apple has always been significantly higher in price. Why?

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Because their quality and service far exceeds their competitors. Steve
knew that consumers would pay higher prices when they saw,
experienced, and heard about the level of quality and service that Apple
provided.
Offer more.
Be kinder.
Provide outstanding service.
Dream bigger.
Believe in people.
No matter where you are at in your business, I know that you can take a
few of these lessons from Steve Jobs.

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