Thursday, September 8, 2011

Steve Jobs in 1997: "You can't start with the technology and figure out how to sell it"

Steve Jobs has been getting a lot of press recently, as if he needed that. But this clip was referenced by VC Brad Feld and is tailor-made for this site. Jobs is answering a confrontational question at the Apple Worldwide Developers Conference in 1997, soon after he returned for his second act at Apple.

The meat of the story, at least for me, happens at 2:00, right after Jobs states that design should start with the customer experience and work backward. He lays out that starting with great technology and figuring out how to market it is wrong--and he says that he himself has made this mistake "more than anyone else in this room."

Also, while clearly under attack, Jobs shows his maturity by not only not immediately getting defensive or attacking his questioner, but in fact taking some time to reflect and think, during a high-pressure, public address, and ultimately giving a powerfully thoughtful response. We can all learn from that.

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