Steve Jobs is arguably the most innovative mind in our generation, if not in history. The way he founded and grew Apple to become the most valuable technology company in the world is an enduring testament to this. He understood and demonstrated that innovation is key to creating sustainable competitive advantage. This is why he always emphasized the value of “thinking differently” and with his leadership Apple continually seek to be at the forefront and drive technological change in its industry and related industries. (That Apple succeeded in doing this can be easily seen in unprecedented success of its product like the iPod, iPhone and iPad; that despite being pricier that most of its competitors, majority still prefers them.)
I believe underlying Steve Job’s attitude/philosophy towards innovation and its value to Apple is his intuitive grasp of what innovation really is and what innovations the market desires (or will desire.) He understood that innovation or technological innovation in particular has two sides: invention and commercialization. This is why he focused not only on introducing new functional capabilities in Apple’s products but also on making sure that these new functional capabilities are easily accessible i.e. that Apples products are not only technologically impressive but also aesthetically beautiful and intuitive to use. He knew that for Apples products to have the greatest impact they needed to appeal not only to techies but to everyone and to do this Apples products needed to seamlessly integrate into the everyday lives of its customers i.e. that its customers wouldn’t have to worry on how to use Apples technology (as embodied by its products) but be able to intuitively use them to do what they want; in other words, Apples products should be a joy to use, they should be able to deliver a distinctive “Apple Experience.” This is the reason why Apples products have always been known for their sleek designs and highly intuitive interfaces.
To put this philosophy into practice, Steve Jobs needed to be involved in every aspect of Apples products (he had the reputation of being a micro-manager.) It is said that everyone decision, whether technological or aesthetic, regarding Apples products had to go by him.
To summarize, Steve Jobs strategic management style of technology originates from his philosophy on innovation as embodied in the statements “Think Different” and “Technology For the People” and demonstrated in the marriage of technology and aesthetics in its products; a philosophy that translates to very specific design goals and management style.
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