A brief account of jobs ' business talent

Steve Jobs is known as a business genius. But he also has these qualities of rhetoric, apostles, strategists, artists, demons and perfectionists. To understand why Apple was able to make today's apples, it was necessary to analyze jobs ' many personalities and talents.

If you're looking for a historical figure to match jobs. Then maybe Leonardo is the right person. This is not to say that jobs has reached the "renaissance" of the broad, nor that he can be regarded as an artist-the artist is a profession, the chief Executive (CEO) is clearly another. Jobs will make me want to arrive. Finch, because they are very few capable of crossing the humanities and technology. In fact, this is jobs himself's position on Apple. In April 2010, he came to interview the famous British writer and actor Stephen. "I've always looked at apples in this way: at the intersection of humanities and technology," said Stephen Fry. ”

Mr Jobs doesn't talk nonsense. "Would you like to leave the apple in the near future," Fry said when he visited his idol at Apple's headquarters in April this year. This is a perfect ending for your career. "There is not a single word in Steve's answer that has more than two syllables:" I don ' t ' I life as a dour. I do stuff. I respond to stuff. That is not a career―it ' s a life! "For me, life is not a career." Doing things, responding to various situations, this is not a career, this is life! ”)

Even on the IPhone's "arcade" Today, recalling the January 2007 Macworld Conference, still a shocking experience. It was not only a perfect model for speeches, but also a new generation of technicians to relive the first Macintosh computer release of 1984. Many people have seen jobs ' speech in the product launch, and they have an illusion of progress in English. Jobs hated clichés (such as ' career '), insisting on simple, straightforward, and unambiguous words. This is reflected in all of Apple's external copywriting, and they even have their own in-house language-style manuals, like big news organizations.

Steve Jobs is rumored to have loved the great English poet William. The works of William Blake. But the beauty of the Joe language, which is precise and straightforward, does not lie in the rumination and quenching of a literary style. Simple language requires the highest skill, and when you completely think about the problem, you must be able to express it in the most everyday language. The advantages of jargon and terminology lie in confusing outsiders and creating illusory professional barriers for their own industries. Jargon is a failure as a language of communication.

In short, Jobs speaks. In the recent launch of the IPhone OS 4.0 operating system, jobs used the term "emotion" to describe the iAd of Apple's upcoming mobile device AD system. "We are familiar with the interactive ads on the web. They are interactive, but they have no way of conveying emotion. That's why advertisers ' money mostly goes to the television industry, because TV commercials allow them to convey their emotions. ”

Similarly, whether it is to bombard Adobe and Flash "on the Flash", or critical digital Rights Management mechanism (DRM) "Thinking about music" are clear, simple and simple practical writing model.

Mr Jobs's rhetorical skills are also reflected in his persuasive power. Engineers who worked with him earlier invented the term "Joe force field" to describe this unparalleled endowment. Andy who participated in the first Macintosh computer research and development work. The Joe force field is described in the book by Hertzfeld Feder in the Silicon Valley Revolution (revolution in the Valley): "The Joe Fields are surprisingly mixed with charm rhetoric, A strong will and a determination to distort any fact for the present purpose. If one reason fails to convince you, he will immediately switch to another with ease and skill. Sometimes he will suddenly turn to your position, hit you unprepared, and act as if he had always thought so. The most incredible thing is that even if you realize the existence of the Joe force field, it still seems to work, even though Steve goes away and the effect fades. We often talked about ways to subdue the field, but it was not long before most people gave up and accepted it as a natural law. ”

The Apostle technology company has a post called "Technical Apostle" (Marvell Evangelist). The word evangelist means "people who hear the gospel," and the Gospel of the tech world is the new concept that can lead to revolutionary change. The world's most famous technology apostle is Kawasaki, a Japanese-American who worked at Apple in the early 1980, but we all know that Jobs himself is the most powerful apostle.

For nearly a decade, the annual Macworld Congress was a tool for the apostle jobs to preach to the world, but it was widely acknowledged that there was no Macworld conference keynote speech and the wonderful 2007 IPhone release. Yes, this is "speech" rather than "lecture", which is what foreigners call "presentation". Speech, more emphasis on the play is not in the speech, the word presentation itself also contains the look and visual effects of the meaning. After reviewing recent sales figures and minor new products, Jobs has a black background on a huge projection screen, with a black white-edged Apple logo glowing in the middle of the screen. "This day, I look forward to 2.5," Jobs said. "Every once in a while, we have a revolutionary product that turned out to be a complete change." Today, we are going to launch three products of similar levels. "In a crowd of amazement, jobs gave a description of the three products: a widescreen touchscreen IPod, a revolutionary mobile phone, and an Internet communication device." The next story has become a legend: the so-called "three products", but jobs and the audience played a play. "Do you understand?" "After a two-time display of the three-item logo on the background screen, Jobs asked people who were guessing in a winner's tone." "This is not a three-piece stand-alone product, it's a device that we call it: the IPhone." Today, Apple is ready to reinvent the phone. ”

This is a speech that will certainly be written in communication design and business speech materials. This is a cunning, moderate humor and ridicule, with precision to the frightening rhythm of control. It gives the audience a sense of "guessing the results," but at the same time gives all the unexpected results.

The power of the Joe Field can be played not only by innate endowments. All seamless, watertight "talk" and "play", behind the tricks design and the tireless rehearsal.

Steve Jobs, a

Strategist who is considered a commercial genius, certainly has a tricky side. One of Apple's forte is relying on strict product secrecy measures, plus the chance to give the media a true and false insider information to accumulate users ' expectations of their products. Some good people will Apple's product release strategy summarized as follows: first, the company to confirm the feasibility of a new product. Two, Apple fans drooling on the internet to discuss "if Apple out such a product is good." A few weeks later, the discussion evolved into "gossip". Third, the grapevine began to be crazy, reporters ran to ask whether jobs really have a thing. "We don't discuss unpublished products," Jobs said. Then explain how stupid such products or technologies are. The enthusiasm of Apple fans was watered down by jobs ' repeated attacks. Jobs continued to attack such products, but the tone began to change. For example, instead of saying "it's impossible to imagine someone would use this stuff," he says, "the products on the market are rotten" or "We don't know what to do". Six, Apple released the legendary products, announced that "finally someone to understand the situation." Or, silently cut off the whole project inside.