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  • steven jobs figures heroically in the history of American entrepreneurship

  • at the age of 22 he founded a company called

  • apple computer and proceeded to grow it into a two billion dollar business

  • in the spring of 1985 he lost a power struggle inside Apple

  • and left the company he had created he spent the summer considering his next move

  • and resolve to begin again

  • in September he started a new computer company with his own money

  • with characteristic flair he called it next incorporated

  • this morning

  • at its offices in Silicon Valley California the company is about to get a

  • first look at its new trademark

  • the signature it hopes to make familiar around the world the designer

  • Paul Rand created the logo's for IBM Westinghouse

  • UPS and many others rand doesn't normally work for infant companies even

  • if they could afford him

  • but next isn't an ordinary start up the Paul Rand: The ideas to

  • please don't open, don't look at the back, first

  • this is the front and don't get scared this is not the design

  • ( laughter )

  • I did this to sort of floor Steve when he saw it

  • you know, think, "Jesus, that's a hundred thousand bucks down the drain"

  • Jobs is had a sneak preview of the logo and loves it

  • as he waits for a verdict from his staff he can hardly contain his excitement

  • assertive as he is, he values consensus

  • most of these young computer and software designers were on the team that

  • developed the Macintosh

  • they left secure jobs at Apple to follow their boss in pursuit of his new vision

  • Steve's goal is to transform the learning process at the college and

  • graduate school level with a powerful computer

  • and a new kind of software, Steve Jobs: and we decided we wanted to start a company

  • that had a lot to do with education and in particular higher education colleges

  • and universities so what our vision is, is

  • that there's a revolution in software going on now

  • on college and university campuses and it has to do with providing

  • two types of breakthrough software one is called simulated learning environments

  • it's where... you can't give

  • a student in physics a linear accelerator, you can give a student

  • in biology a five million dollar

  • recombinant DNA laboratory but you can simulate those things, you can simulate

  • them on a very powerful computer

  • and it is it is not possible for students to afford these things

  • it is not possible for most faculty members to afford these things, so if we can take

  • what we do best which is to find really great technology

  • and pull it down to a price point that's affordable to people

  • if we can do the same thing for this type of computer which is maybe ten

  • times as powerful as a personal computer

  • that we did for personal computers then I think we can make

  • a real difference in the way the learning experience happens,

  • in the next five years, and that's what we're trying to do

  • company's common goal at the crest in the way

  • me no idea how their day way back when they you know

  • they were at the crest in December 1985 in business for just 90 days

  • jobs and his eleven employees hold their first retreat company retreats like this

  • so the continuation of a tradition Steve established at Apple

  • early on watching him in action at these brainstorming sessions is an opportunity

  • to observe him at his lucid best as a company builder and motivator

  • pricing in the future his opening remarks reveal his faith in high

  • technology and his idealism

  • your heart an unusual combination that is part of his uniqueness

  • in effect he is planting the seeds have a new corporate culture

  • more important

  • then building a product

  • we are in the process %uh architecting a company

  • that will hopefully be much much more incredible

  • the total will be much more incredible the summer as part and the cumulative

  • effort

  • approximately you know twenty thousand decisions that we're all gonna make over

  • the next two years

  • are going to define what our company is and one other things that made

  • Apple great was that in the early days

  • it was built from the heart not

  • by somebody who came in and said I double the company here's what you do

  • that %uh that it wasn't built that way it was built from the heart

  • now unfortunately we didn't always use our heads and we can do better

  • in many respects because we are wiser and smarter

  • no more in those kinds of things but one of the most important things

  • wanna wanna my largest wishes that we build next from the heart

  • and the people it are thinking about coming to work force or buying our

  • products or who want to sell us things

  • feel that that we're doing this because we have a passion about a

  • we're doing this because we really care about the higher educational process

  • not because we want to make a buck not because

  • you know we just want to do it to do it jobs can be overbearing and impatient

  • but this team knows what to expect and is not easily intimidated

  • they are smart and they're focused and their preferred language

  • his computer use

  • they actually provided and harness to rehearse the world when you've got this

  • far

  • to remind you away drop actually into the sea shell

  • and her reactions that happen when you don't quite alright I'm

  • or when you drop something we have to create a product

  • than water magnitude more powerful then the current generation

  • he sees for two solid days the group listens to progress reports from each

  • department

  • the goal is to arrive at design decisions production deadlines

  • and a marketing strategy aimed at selling on college campuses

  • is define the problem the point is that june july and August are taxed people to

  • work

  • when they went with when the school's out

  • and where the people researchers staff to deal with

  • making computing happened for September that need to work

  • that is if that's like a bomb run

  • you don't change your your target when you're on the Palmer

  • from the sidelines jobs probes and challenges he has a remarkable ability

  • to identify the conclusions implicit in with the others have to say

  • so really the next 90 days are important we're gonna make it or break it

  • based on whether we can provide product to higher education

  • and services and relationships the higher education

  • that no one else provides and I think we ought to spend a hundred percent of our

  • time

  • thinking about that and if we can't do that that we ought to go pro

  • there needs to be someone who

  • is sorta the a.m. keeper and reiterated have the vision

  • because there's just but I work to do and a lot of times you know you have to

  • walk a thousand miles

  • you take the first step it looks like a long ways and it really helps if there's

  • someone

  • they're saying well we're one step closer you know the call definitely

  • exists is not just a mirage other

  • so in 2001 little and sometimes larger ways

  • the vision needs to be reiterated do that a lot was

  • there was the price one

  • the schedule 1 technology technology yeah

  • jobs continually interrupts to focus the lens of his vision and priorities

  • are by the end of the first day the team has established the critical importance

  • of keeping the price of the computer within the reach of students and

  • professors

  • and bring the product to market by spring 1987

  • a survey of college campuses has indicated that the new computer should

  • sell for no more than three thousand dollars to be considered affordable

  • since college buying takes place in the summer jobs is concerned that a failure

  • to have their product ready by spring 1987 will delay the company

  • an entire year however this by spring a7 router doesn't know my first priority is

  • to make sure that everything is not answering a sigh I think spring

  • can basically push out the summer but I also hear that that is number one

  • right i guess i disagree with

  • price being the second bank because

  • unless we had unless we have this technology that allows people

  • I'm we're not going to have a firm foundation that people are gonna buy

  • from

  • I think people are going to be a lot more flexible thanks well Jesus runs

  • three times faster seven times faster than

  • you know want you to hire week ago over

  • guard well we can make this 5,000 I think we're all ratings every medical

  • three-test best with a four thousand they didn't say that here I i str eight

  • thousand dollars it's a hot rod

  • they were they said you're 3,000 forget that that's the magic number they've

  • also called

  • that nobody else as they do that they think that's a really big number now

  • whether it is or not in reality

  • who knows whether it is or not true to their commitment yes to push

  • us we've established that for

  • if we really do believe that we have to ship this by summer a7 then

  • how are you going to do that I don't think prices going to change the

  • schedule out much I think

  • the real risk is in the technology is not only cost rock

  • go to the Sprint yea yeah

  • we could but the problem is if we do that

  • vehement down for far away I no that's not the worst thing worse thing is

  • every the world is standing still so by the spring you 88 well we want caller

  • know the technology windows or two passes by all the work we've done with

  • right on a toilet we start over in

  • you know says we prove we can do something great in eighteen months why

  • should we believe we can do it you know your later

  • I don't care what you said. Reality distortion is reality distortion, and it

  • has its motivational value and that's fine and I think it has a very strong point

  • very important about however when it comes to that

  • when it comes to that date affecting the design of the product

  • that's when we get into n a lot

  • real deep shit because if we are unrealistic about this day

  • we make design decisions that we didn't have to go all our

  • reiterate know I'll start all regular

  • and you told as yesterday we have happened unfortunately

  • so much can't get rid of that past and I remember past where we put

  • out list this long about the software that was going to ship with our product

  • as you recall

  • the list was formidable and with all

  • thought we could do it in 12-month and 15 packages

  • so maybe we ought to do though is say CIA think we have to drive a stake in

  • the ground somewhere

  • and I think if we miss this window then

  • a whole series of events come into play we can't sauna units in 87

  • the paper operating costs okay you know word gets out that we're not doing that

  • well %ah the credibility start to a row

  • out that a I don't know you know you can make a police an issue

  • we've got to have stay on the ground problem I've got those one will

  • everybody believe that the state is in fact in the ground

  • and secondly once offer comes back and says what they can do my summer or

  • spring Ave 7 will it be telling us the truth

  • that's what I worry about reviled

  • well yeah I'm that's exactly my way we've got a person you're listening to a

  • word processor in six months has taken three years

  • well George I can change world you know what I do

  • what's the solution yeah I mean I want here

  • just as we blew last time we're gonna blow this time let's see what we can

  • learn is by what I want this probably relevant

  • meaner certain realities here both psychological

  • and and market that

  • that are gonna come into play in my own personal judgment

  • and I think this is a window that we've got we've been given it thank god we've

  • been doing it nobody else's is done is it's a wonderful winter we have 18

  • months

  • so I don't think we have a company if we don't do this no matter what I say

  • or anybody else says that is my deepest bullied if we don't do this

  • we will not be able to attract great people we will not be able to retain the

  • ones

  • some other ones we have and me know it just won't be us

  • and I find myself making with the things we don't know them

  • I remember that our companies ninety days all

  • the many and I look back to all things we do know

  • it's really phenomenal form in nine days

  • pi forgot how much work it actually is to start coming

  • get a lot of work and you gonna do everything you gotta come up with the

  • name you've got to come up with a local

  • you naming in addition to designing the product you gotta figure out what to

  • design you gotta figure out how you gonna get to the marketplace you going

  • to a part number system you got a good bank account you gotta set up charts

  • general ledgers

  • get a management information system get a little kitchen set up get a coffee

  • maker

  • all the stuff where we going for you three months later the company returns

  • to Pebble Beach to hold its second retreat

  • progress has been made the first mock up of the new computers in the trunk steve

  • is Carrie

  • we have the flush with excitement that animated the first days of start-up

  • has given way to the pressure of solving actual problems in time to meet critical

  • deadlines

  • which the minute steve begins to deliver his traditional sayings of chairman jobs

  • it becomes clear that the mood at this retreat will be different from the first

  • supplement for saying to the honeymoon is over

  • up all those wonderful things

  • that we got purges be are now