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♫
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steven jobs figures heroically in the history of American entrepreneurship
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at the age of 22 he founded a company called
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apple computer and proceeded to grow it into a two billion dollar business
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in the spring of 1985 he lost a power struggle inside Apple
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and left the company he had created he spent the summer considering his next move
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and resolve to begin again
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in September he started a new computer company with his own money
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with characteristic flair he called it next incorporated
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this morning
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at its offices in Silicon Valley California the company is about to get a
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first look at its new trademark
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the signature it hopes to make familiar around the world the designer
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Paul Rand created the logo's for IBM Westinghouse
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UPS and many others rand doesn't normally work for infant companies even
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if they could afford him
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but next isn't an ordinary start up the Paul Rand: The ideas to
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please don't open, don't look at the back, first
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this is the front and don't get scared this is not the design
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( laughter )
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I did this to sort of floor Steve when he saw it
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you know, think, "Jesus, that's a hundred thousand bucks down the drain"
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Jobs is had a sneak preview of the logo and loves it
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as he waits for a verdict from his staff he can hardly contain his excitement
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assertive as he is, he values consensus
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most of these young computer and software designers were on the team that
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developed the Macintosh
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they left secure jobs at Apple to follow their boss in pursuit of his new vision
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Steve's goal is to transform the learning process at the college and
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graduate school level with a powerful computer
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and a new kind of software, Steve Jobs: and we decided we wanted to start a company
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that had a lot to do with education and in particular higher education colleges
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and universities so what our vision is, is
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that there's a revolution in software going on now
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on college and university campuses and it has to do with providing
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two types of breakthrough software one is called simulated learning environments
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it's where... you can't give
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a student in physics a linear accelerator, you can give a student
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in biology a five million dollar
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recombinant DNA laboratory but you can simulate those things, you can simulate
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them on a very powerful computer
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and it is it is not possible for students to afford these things
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it is not possible for most faculty members to afford these things, so if we can take
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what we do best which is to find really great technology
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and pull it down to a price point that's affordable to people
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if we can do the same thing for this type of computer which is maybe ten
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times as powerful as a personal computer
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that we did for personal computers then I think we can make
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a real difference in the way the learning experience happens,
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in the next five years, and that's what we're trying to do
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company's common goal at the crest in the way
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me no idea how their day way back when they you know
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they were at the crest in December 1985 in business for just 90 days
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jobs and his eleven employees hold their first retreat company retreats like this
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so the continuation of a tradition Steve established at Apple
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early on watching him in action at these brainstorming sessions is an opportunity
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to observe him at his lucid best as a company builder and motivator
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pricing in the future his opening remarks reveal his faith in high
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technology and his idealism
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your heart an unusual combination that is part of his uniqueness
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in effect he is planting the seeds have a new corporate culture
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more important
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then building a product
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we are in the process %uh architecting a company
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that will hopefully be much much more incredible
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the total will be much more incredible the summer as part and the cumulative
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effort
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approximately you know twenty thousand decisions that we're all gonna make over
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the next two years
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are going to define what our company is and one other things that made
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Apple great was that in the early days
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it was built from the heart not
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by somebody who came in and said I double the company here's what you do
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that %uh that it wasn't built that way it was built from the heart
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now unfortunately we didn't always use our heads and we can do better
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in many respects because we are wiser and smarter
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no more in those kinds of things but one of the most important things
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wanna wanna my largest wishes that we build next from the heart
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and the people it are thinking about coming to work force or buying our
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products or who want to sell us things
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feel that that we're doing this because we have a passion about a
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we're doing this because we really care about the higher educational process
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not because we want to make a buck not because
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you know we just want to do it to do it jobs can be overbearing and impatient
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but this team knows what to expect and is not easily intimidated
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they are smart and they're focused and their preferred language
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his computer use
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they actually provided and harness to rehearse the world when you've got this
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far
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to remind you away drop actually into the sea shell
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and her reactions that happen when you don't quite alright I'm
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or when you drop something we have to create a product
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than water magnitude more powerful then the current generation
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he sees for two solid days the group listens to progress reports from each
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department
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the goal is to arrive at design decisions production deadlines
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and a marketing strategy aimed at selling on college campuses
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is define the problem the point is that june july and August are taxed people to
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work
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when they went with when the school's out
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and where the people researchers staff to deal with
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making computing happened for September that need to work
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that is if that's like a bomb run
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you don't change your your target when you're on the Palmer
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from the sidelines jobs probes and challenges he has a remarkable ability
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to identify the conclusions implicit in with the others have to say
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so really the next 90 days are important we're gonna make it or break it
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based on whether we can provide product to higher education
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and services and relationships the higher education
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that no one else provides and I think we ought to spend a hundred percent of our
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time
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thinking about that and if we can't do that that we ought to go pro
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there needs to be someone who
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is sorta the a.m. keeper and reiterated have the vision
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because there's just but I work to do and a lot of times you know you have to
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walk a thousand miles
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you take the first step it looks like a long ways and it really helps if there's
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someone
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they're saying well we're one step closer you know the call definitely
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exists is not just a mirage other
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so in 2001 little and sometimes larger ways
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the vision needs to be reiterated do that a lot was
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there was the price one
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the schedule 1 technology technology yeah
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jobs continually interrupts to focus the lens of his vision and priorities
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are by the end of the first day the team has established the critical importance
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of keeping the price of the computer within the reach of students and
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professors
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and bring the product to market by spring 1987
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a survey of college campuses has indicated that the new computer should
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sell for no more than three thousand dollars to be considered affordable
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since college buying takes place in the summer jobs is concerned that a failure
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to have their product ready by spring 1987 will delay the company
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an entire year however this by spring a7 router doesn't know my first priority is
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to make sure that everything is not answering a sigh I think spring
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can basically push out the summer but I also hear that that is number one
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right i guess i disagree with
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price being the second bank because
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unless we had unless we have this technology that allows people
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I'm we're not going to have a firm foundation that people are gonna buy
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from
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I think people are going to be a lot more flexible thanks well Jesus runs
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three times faster seven times faster than
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you know want you to hire week ago over
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guard well we can make this 5,000 I think we're all ratings every medical
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three-test best with a four thousand they didn't say that here I i str eight
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thousand dollars it's a hot rod
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they were they said you're 3,000 forget that that's the magic number they've
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also called
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that nobody else as they do that they think that's a really big number now
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whether it is or not in reality
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who knows whether it is or not true to their commitment yes to push
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us we've established that for
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if we really do believe that we have to ship this by summer a7 then
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how are you going to do that I don't think prices going to change the
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schedule out much I think
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the real risk is in the technology is not only cost rock
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go to the Sprint yea yeah
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we could but the problem is if we do that
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vehement down for far away I no that's not the worst thing worse thing is
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every the world is standing still so by the spring you 88 well we want caller
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know the technology windows or two passes by all the work we've done with
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right on a toilet we start over in
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you know says we prove we can do something great in eighteen months why
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should we believe we can do it you know your later
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I don't care what you said. Reality distortion is reality distortion, and it
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has its motivational value and that's fine and I think it has a very strong point
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very important about however when it comes to that
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when it comes to that date affecting the design of the product
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that's when we get into n a lot
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real deep shit because if we are unrealistic about this day
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we make design decisions that we didn't have to go all our
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reiterate know I'll start all regular
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and you told as yesterday we have happened unfortunately
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so much can't get rid of that past and I remember past where we put
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out list this long about the software that was going to ship with our product
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as you recall
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the list was formidable and with all
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thought we could do it in 12-month and 15 packages
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so maybe we ought to do though is say CIA think we have to drive a stake in
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the ground somewhere
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and I think if we miss this window then
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a whole series of events come into play we can't sauna units in 87
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the paper operating costs okay you know word gets out that we're not doing that
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well %ah the credibility start to a row
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out that a I don't know you know you can make a police an issue
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we've got to have stay on the ground problem I've got those one will
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everybody believe that the state is in fact in the ground
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and secondly once offer comes back and says what they can do my summer or
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spring Ave 7 will it be telling us the truth
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that's what I worry about reviled
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well yeah I'm that's exactly my way we've got a person you're listening to a
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word processor in six months has taken three years
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well George I can change world you know what I do
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what's the solution yeah I mean I want here
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just as we blew last time we're gonna blow this time let's see what we can
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learn is by what I want this probably relevant
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meaner certain realities here both psychological
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and and market that
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that are gonna come into play in my own personal judgment
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and I think this is a window that we've got we've been given it thank god we've
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been doing it nobody else's is done is it's a wonderful winter we have 18
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months
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so I don't think we have a company if we don't do this no matter what I say
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or anybody else says that is my deepest bullied if we don't do this
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we will not be able to attract great people we will not be able to retain the
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ones
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some other ones we have and me know it just won't be us
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and I find myself making with the things we don't know them
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I remember that our companies ninety days all
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the many and I look back to all things we do know
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it's really phenomenal form in nine days
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pi forgot how much work it actually is to start coming
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get a lot of work and you gonna do everything you gotta come up with the
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name you've got to come up with a local
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you naming in addition to designing the product you gotta figure out what to
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design you gotta figure out how you gonna get to the marketplace you going
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to a part number system you got a good bank account you gotta set up charts
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general ledgers
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get a management information system get a little kitchen set up get a coffee
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maker
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all the stuff where we going for you three months later the company returns
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to Pebble Beach to hold its second retreat
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progress has been made the first mock up of the new computers in the trunk steve
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is Carrie
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we have the flush with excitement that animated the first days of start-up
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has given way to the pressure of solving actual problems in time to meet critical
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deadlines
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which the minute steve begins to deliver his traditional sayings of chairman jobs
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it becomes clear that the mood at this retreat will be different from the first
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supplement for saying to the honeymoon is over
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up all those wonderful things
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that we got purges be are now
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sorta just all-news we are like every other start-up