Steve Jobs - Business strategy. Start with your customer and work backwards to a product or service

[@brucekennedy5274]

The control is all there in the pause at the beginning. He’s literally won the room back with that before he even starts speaking. Wether he’s right or wrong it’s masterful stage presence. But also respect to the guy for asking a hard and provocative question - things go nowhere if we all nod and agree.

[@szahmad2416]

Yep...my thinking exactly.

[@snebold]

I’ve probably watched this video probably a dozen times over the years and it never grows old. Steve Jobs was one of a kind.

[@clurkroberts2650]

From a smugly asked question to eloquent response. Jobs addresses the question by first thoughtfully validating the question’s issue. But then directly responds to that issue, by presenting a world class business philosophy, enthusiastically based and validated by Apple’s focused customer driven marketing matched by its responsive engineering direction.. Just so nicely done.

[@orangewarm1]

he didn't answer what he's been doing personally over the last 6 years.

[@vmmm23]

@@orangewarm1 it was meant as an insult not a question. Everyone in the valley knew he was running Next. People mock Next but the internet was created on a Next machine and OS X was created at next which is still used today and was the father of iOS and iPad OS as well.

[@TLH442]

Not nicely done nicely deflected. I think the guy's point was that Steve really doesn't do much or didn't do much what he did is control the situation to his maximal advantage and to the corporations advantage and to that he succeeded.

[@clurkroberts2650]

@@TLH442 totally disagree. There was no deflection to the question , in fact Jobs agrees with the individuals point of view, then carefully explains the reason why Apple went with the software direction they took.

[@makmianx]

What he was talking about is user driven DESIGN, only then marketing and engineering come into play. There's a huge difference.

[@hxiong3016]

Working in Product Management. What Steve said is very true. Too many times people start at the solution (technology) then works backwards to the user. When in actuality, you should start with the customer then work your way towards your technology. Steve was ahead of his time.

[@jaw444]

when mass marketing technology, making as much money as possible from it. is the starting place, the customer is lost, forgotten, except in the models constructed by marketing researchers. This approach of starting with the customer and what they want and need died with Steve.

[@Khadija-om7ge]

What does this mean exactly? Can you give examples? (For Online business through social media)

[@user-xl5kd6il6c]

Most ideas are limited by current technology. Apple makes good design with technology that is outdated in most of its meaning, from slowing down CD drives to "not be noisy", to charging you 10 to 20 times for a shitty cable on iPhone to do speeds any other phone do with a shitty USB3 cable They don't make money by making good tech, they make money by dumbing down tech, putting an apple on it and selling it to the dumb masses

[@adammcallister9675]

Steve always stuck to the fundamentals and leveraged them to the max where most people get too creative with ADD and suck at too many incongruent things.

[@tumbleweed4315]

That was a disrespectful question, but guess what. People with that attitude exist. Even when you are doing exciting things. Don’t follow your dreams to be loved. Follow your dreams to love what you do.

[@SortaDopeIGuess]

Because he’s an Egghead with No Vision or Direction like Jobs and Elon Musk. He’s the master of his own Microcosmic world and his poor , berated wife probably heard how how much of a genius he was in his own mind but NOT in the real world. Oh it’s true, it’s true. The Loser was hung up on Java and Open Docs. Imagine this Loser if he was in charge of Apple then you would’ve never had the IPhone but endless versions of Open Doc 😂

[@tumbleweed4315]

@@SortaDopeIGuess it takes all kinds to make the world go round. Very important lesson to learn. That no matter what you do. There will always be at least one person who disagrees with you or doesn’t like you just for whatever it is you are doing.

[@MubashirullahD]

What's important is to draw the lesson from that person. They were smart enough to acknowledge the genius of Steve and then went on to the criticism. This is a good strategy.

[@tumbleweed4315]

@@MubashirullahD sure, compliment them to make them seem like you’re reasonable so your critique’s need to be taken seriously, but you can hear in his voice what he believes and doesn’t believe. The compliment sounds fake, but the criticism sounds like a legit concern

[@HelmutGranda]

@@tumbleweed4315 it took only a few words of the gentleman’s mouth for Steve to recognize it was not really a positive statement but a preparation for the criticism that was about to be uttered. Yet, despite this and not waiting for the response standing up Steve went ahead and called him a gentleman. Yes, he didn’t have to wait for the response standing up, we know that but in this case it was an added sign of disrespect to the persona he was directing the question to.

[@couldbe8348]

Jobs really gets it. He validated him without cow towing . He’s a great leader.

[@Nill757]

Jobs was smart, learned the hard way as he said, knows how to sell great aesthetic tech the public can well use. But he’s not a great leader, as endless, documented stories from Apple employees demonstrate.

[@PygmalionFaciebat]

@@Nill757 What else defines a great leader if not: building a billion dollar company from scratch in a f*cking garage, and make thousands of people want to work for you (everyone can leave any time - no one is forcing with the chains around their ankles) , and making billion people want your product, and cheer about how great you was/are ? Again, if all that isnt allowed to count, what makes a great leader ?

[@Nill757]

@@PygmalionFaciebat Putin is popular w Russian people and Russians still have a positive view of Stalin. Some mobsters are popular. Thousands of women strip in clubs, not because they’re in chains, but because they get paid. A lot. Doesn’t make strip club owners great leaders. See G Washington for a great leader.

[@adamcee7251]

How you treat your people@@PygmalionFaciebat

[@jackbotman]

Note how he didn't really answer the question, he rather addressed the sentiment expressed

[@hajar2000]

Great example of an expert negotiator answering questions and concerns.

[@MurainaAbdullateefAfolabi]

Starting from the WHY and gradually moving to the HOW, then the WHAT! This man was a rare gem! I hope to build my own company with smart people by following my heart. RIP Steve Jobs ❤

[@jeffreychongsathien]

An iconic moment in the history of consumer technology... and one of the rare moments where Steve suppressed the rage monster.

[@Discovery_and_Change]

1:54 Start with the customer experience and work backwards to the technology 2:00 Don't start with the technology, trying to figure out how to sell it 2:26 What incredible benefits can we give to the customers? 2:31 Where can we take the customer? 2:36 NOT starting with engineers to create awesome technology to market 4:25 Some mistakes will be made, but that's good because it means decisions are being made 4:33 We'll find the mistakes and fix them

[@vvgonline]

This is kind of comment i scroll down for 😊👍

[@Sprkl8-sb4cr]

Well done Steve Jobs! That’s a true leader - a role mode for us all! Masterful response - calm, humble - smart to a disgruntled bitter employee.

[@wesfin]

1:38, 1:55 You start with the customers because that's the whole point of a business. It's not the product, it's the value that the customer finds in the product. You start at the market and then build the product specialized for their specific wants/needs.

[@hamzairfan8948]

Very good response by Mr Jobs. He knows how to sell and distribute his product well

[@segunoloye847]

Thanks so much David for this compilation playlist of Steve Jobs

[@philip9485]

Steve jobs is so much in the zone

[@Daemon1995_]

that dude had balls of steels

[@2Tubist]

3:50 I wish I had seen this at the time because I would have bought hundreds of shares of Apple. In a nutshell, Steve described his future vision for Apple, and based on his previous achievements prior to this forum, one would have been prudent to bet on that future. And the future arrived in spectacular way. I know that hindsight is 20/20, but an intelligent individual should be able to recognize the connections and to take action.

[@alexg7730]

Amazing how he responded…was such a smart guy…RIP

[@Davyjones5454]

What a come back !

[@kho4123]

Sangat berguna nasehat beliau ni

[@lovelyday50]

How amazing his answer is while having image of iphone, ipad in mind. He did what he envisioned

[@pandakso3365]

Ya boi came face to face with the Zodiac killer and he didn't bat an eye and gave him the dignity of a well thought-out response.

[@AdamasOldblade]

I know people love to always ask, "What would Steve think of Apple today?" And my answer is I think he'd think they are on the right path. When Steve died iCloud was just the start of the massive building of Apple's infrastructure which has propelled them not only in wealth, but services and especially brand loyalty. I work in Apple corporate as of the writing of this comment. I'm not in marketing or advertising, I'm in logistics, I provide support for their infrastructure. This being said, Apple STILL does the, "think of the customer first" mentality. As an Apple guy (since 2006) I cannot count how many times PC or Android users engage me and start spouting off numbers and speeds and graphics card performances that is heavily game focused and usually attempting to make Apple look like a blundering company that is held together by wood glue... Yet, they're literally the most profitable company in the world with an insane brand loyalty? -- The same people who argue against them would dismiss that, pointing out something like, "most people are dumb" and moving on. The massive thing those people miss is that they aren't customer focused, they don't think about every possible angle of things and I feel Apple does. Apple will purposely ignore massive markets (I believe if they really wanted to get into gaming, they could, but so far they've only really started to open up to that idea in 2023), instead they're far more interested in getting the customer into their ecosystem so that everything "works". And, let's be real, that's an oversimplification, things break and fall apart, it takes a lot of people to make things, "just work". But Apple is pulling it off with a worldwide market all while not being a shitty company. I feel too many times that the person who says something regarding the speed or greatness of their PC or Android fails to remember that numbers aren't everything.

[@TomIsTrying]

Funny to see this comment. I had the same thought yesterday, randomly.

[@Julian-bp7dd]

Amazing 💯

[@Larry21924]

This is absolute perfection. I recently read a similar book, and it was absolute perfection. "The Hidden Empire: Inside the Private Worlds of Elite CEOs" by Adam Skylight

[@Toshj99]

Love this answer

[@majdsahmarany3091]

I hope the gentleman at the beginning is still alive and witnessing how huge apple is now.. realizing where the genius was sitting in the room..

[@shivabreathes]

He’s probably still bitter, angry and in denial 😊

[@TNMJAD]

Imagine how Apple would be even BIGGER with the open doc platform /s

[@vimalcurio]

Now he's boomer and use Microsoft devices because he ashamed of himself

[@DeckerClips1]

2007 Jobs: Hey dude I just wanted to tell you that I respect the question you asked me ten years ago. Smug dude: Really? I...I appreciate that. 2007 Jobs: And to tell you I just called you on my iPhone. That's what I'm talking to you on now, an iPhone. And I just looked up the video of your question on KZbin, also viewing it on my iPhone. Anyhoo, feel free to send me what you're doing with OpenDoc these days.

[@DeckerClips1]

He’s listening to OpenDoc tutorials on his Zune

[@nemo227]

Jobs was one of the most underrated (by some people) business executives. I've read biographies of dozens of business executives and Jobs would stand tall among them. I had my own business for almost 40 years and learned a few things during that time.

[@chothazonienu3836]

i read somewhere this was a big thing. Engineers were developing a product putting a lot of efforts and Steve Jobs withdrew that feature just like that throwing many engineers out of work and making all their efforts useless. As such, the person asking this was really angry. I read again and again to understand the product/feature that was withdrawn but couldn’t understand it

[@lohyee968]

IBM leadership needs to see this

[@grahamjones3259]

I think history proves who was right.

[@gorgeousgorilla8681]

I think it isnt about whos right

[@jaw444]

@@gorgeousgorilla8681 also not about who makes the most money. 3 trillion instead of 1.75 trillion. watch out for putting technology first without continually coming back to 'what does the customer want and need.' Yes. keep re-inventing the wheel because otherwise, customer experience will become presumed rather than learned about as the world changes.

[@HassanAhmed-tl3mu]

Great video

[@qwaver_io]

When this scene is turned into a movie, the guy in the audience should be played by Christoph Waltz

[@rickdeckard9810]

I remember seeing Google Wave presentation and how enthusiastic the team was to demo and show off their technology how it would replace current email, lots of fancy terms and features but these were all engineers not the average user, I wonder if the problem are the engineers but then again how did Apple start with the customer experience with a product that didn't even exist like the ipod or ipad.

[@lilbrusselsprout8261]

Start with the current solution (walkman) and why it sucks for the customer. What is it the customer wants? What is important to them? What are they dissatisfied with? What benefits could we provide for them that would satisfy them 10x more? You can answer all of these questions without delving into the "solution" space (benefits are not solutions).

[@Audiomajik]

If only Apple had a Steve Jobs on board today... Old business model: listen to what the customer wants Current business model: tell the customer what they want

[@TLH442]

What I find common in American culture is any kind of a winner, it doesn't matter if they're really that good at what they're saying or whether they're that eloquent or whether they're very articulate, it doesn't matter. In the publics eye all that matters is, is the person a success. That's the rubber stamp, that's the mold, that's what they all want to be, you just want to be like a liquid that pours into the mold, the shape of it is success and it doesn't matter whether you come out looking like a monster or something just as long as you're successful.

[@estogaza5827]

This is probably more extreme in every other country.

[@DrPhil-kx3ci]

This is a damn good comment, and accurately described American culture.

[@rickyalan1227]

So then, what is the mold of "success"? Even if we are talking only about business, I think communication skills and charisma (a.k.a.: selling) is the most important trait to win. How, then, being articulate and eloquent does not assist anyone in being successful?

[@jg5875]

The quote Jobs was looking for at the start is: “You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all of the time”

[@nick_hess]

He wasn't looking for it. Everyone in the room knew the phrase and finished it in their heads. He was focused on gathering his thoughts.

[@MicrosoftsourceCode]

Wow and to think this was way before he presented the iPhone to the world. He'd sure done his research into what kind of new technology's people wanted. and Boom we now have a computer we carry with us everyday and we can communicate with anyone in the world with it any time of the day.

[@Ruefus]

I doubt this has changed, but Steve Jobs' Apple did not do market research. That's not a guess or supposition, Jobs said it himself. "We do not do market research." The reasoning was fairly succinct: "It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them."

[@KevinKong-z9c]

USP to FAB (Feature, Advantage, Benefit), focus on customer value.

[@dishantgandhi2765]

Loved it

[@zippityzop]

Steve really could have unloaded on this guy and It'd be justified.

[@VigasDev]

Great job bro👍

[@anonymouscat1299]

iconic moments sometimes require an annoying contrarian to ignite the flame

[@szahmad2416]

It's really interesting that Google worked in the opposite way - they did not do customer research, and instead, ran with their own vision, supported by their own technology. Why? As they put it (paraphrasing shamelessly here): "If you ask someone who's only seen a horse-drawn carriage, and never a gas-powered automobile what they would like for transportation to improve, they'll tell you better horses, a lighter carriage, more pit stops, good grooms and sturdier horse shoes. They would have no idea of how fast and how far a modern car can go. Similarly, if you ask a customer or client what they want, they'll have absolutely no idea that with innovation and today's technology, they can go MUCH further than what they are asking for."

[@JasonPatrick-tj4xj]

Glad i saw this clip

[@KazzyOfficial]

Wow

[@someboy89]

the confidence in answering, he knows his shit....and can eloquently think of laying it out fast, infront of an audiance. unless the guy was a shill lol either way, great q and a from them both PA

[@romancandlefight1144]

The guy who asked the question probably isn't impressed by the answer but to everyone else it seemed like magic because to the pointed question he got to play the thoughtful humble "servant of the people" ( in reality we know he was nothing like that.. rather, an excellent showman and single minded force of nature )

[@felixthelmocevallosmorales41]

Steven Paul «Steve» Jobs (San Francisco, 24 de febrero de 1955-Palo Alto, 05 de octubre de 2011)​ fue un empresario, diseñador industrial, magnate empresarial, propietario de medios e inversor estadounidense. Fue cofundador y presidente ejecutivo de Apple y máximo accionista individual de The Walt Disney Company. 69 AÑOS 56 AÑOS 13 AÑOS.

[@jaydee11.11]

This works!

[@julesjordenshier]

Not sure why people in the comment section praise this guy. He talks in hollow quotes you can find on a doormat and uses a weird stage persona to overvalue his product

[@Jebesniper]

Can you imagine if steve was still alive we would have vision pro in 2016 and by now we would have apple hoverboard

[@pspartan6024]

Great video! Thx David!

[@venkatbabu186]

I only invest on vacant land and it's a little bit remote.

[@SnowWhite-dr6xh]

As for the second question, sir, read my biography.

[@mkyamaya]

Thank you for the Job's video. What year was it?

[@davidbarnard1409]

1997 WWDC Fireside Chat with Steve Jobs

[@m3mario]

Where is Java now and where is Open Doc now? Steve Jobs was right, wasn’t he?

[@GolddenWaffles]

This is interesting!

[@remiesmith7027]

Awful quality. Find this clip somewhere else.

[@kintsugidevs8387]

Keep the vids coming KZbin algo

[@Hans_Magnusson]

Starting point is important: 1) Steve Jobs, start with the customer and work backwards. 2) Seattle, start with the money and see how we can use technology and other methods as leverage..

[@ornamentallyyou]

Who was the guy who asked the question?

[@elijaprice]

Weird to me hearing him say "app" in 1997, for some reason.

[@dbtech4562]

The guy that asked the question, I wonder what he is doing now? Retired? Dead? Upper management? Java coding?

[@UMNIA]

No but wth is an OpenDoc?

[@SuperSurreal]

I can count the number of frames in this vid on one hand 😭✋

[@giselediniz]

Oi Igor rikkli que bom que agora eu sei que você é o Steve Jobs e muitas outras identidades.... Inclusive Christian zender

[@ownSystem]

In Steve jobs mind is tale of two cities. Lol.

[@zippityzop]

All triple A game studios should be forced to watch this and write essays on how every thing Steve said was 200 percent right. And anyone who writes something that disagrees should be thrown out a 60 story window.

[@craigsims808]

😁😁😁😁😁😁😁😁

[@yantimohhan5200]

Steve Jobs was funny man 😂

[@L0B0S]

Steve was a master of reality distortion.

[@Cipofan42]

Was this video shot on an iPhone 4?

[@billwilson5341]

If I had a nickle for every pixel in this video, I'd have a nickle.

[@kelvinxg6754]

Because it was in 1997.

[@jejeroy]

instead of saying something simple like you know can please some of the people and than he was about to say but but not everyone he did stop 1 sec before saying some of the time and he did switch to a beautiful speech acknowledging the criticism of this guy instead of denying or not taking seriously what the guy just said he probably make this guy a Apple customer for the rest of his life that is how you keep your customers by listenning to what they have to say about your products !

[@mkast2815]

Does anyone know the questioner's name?

[@freedom4all418]

doing what i love already but love doesn't keep my lights on

[@al-919]

love means great sacrifices, have you done the greatest sacrifice?

[@tungtjockis]

what a smug dude asking the question.

[@SamEmilio2]

This whole fireside chat was the most interesting hour.. this guy was one of numerous there who seemed to feel abandoned because they were so tied to what was, as part of a larger vision, not worth focusing on. It was really good that this guy and his smugness existed, because I think it showed Jobs in that moment how severe an attachment there was there from some developers, and his response matched it. Whenever I see this video I'm always curious about who that guy was and what he's accomplished since..

[@in-sympathy-old]

@@SamEmilio2 +1, that same question about that guy keeps bugging me for years already 🤯

[@Razersnek_Official]

And now...apple is trying to promote the apple vision pro... smh they dropped the ball on that one

[@elvisisagoodboy1479]

Buying time af... Just doesn’t always work

[@tiffanyshepherd3436]

just doing some tests.

[@Fj8282haha]

Legend focus on matter that matters. Java, tech, 7 yrs of personal bs ain’t the key

[@TLH442]

8 billion 10 billion dollars a year that boils down to the bottom of it. That's why open doesn't exist in proprietary universe. Jobs job was making bucks.

[@Nill757]

The ideologically possessed are far more harmful than the tip of the iceberg shown by this guy’s one smug question. If he’s inside, a guy like that will drive his square peg technology into every round whole in the company, denouncing not just competing ideas but every unsatisfied user as stupid or, when the facts are abundantly against him, resort to claiming nobody has a vision of the future. Along the way, he’ll also add victim laurels on his head from all the hard battles he’s fought (ie smearing others).

[@adammcallister9675]

That guy is literally cloned en masse and ruining every company he has been installed into right now. I literally left multiple companies because of that guy.

[@Nill757]

@@adammcallister9675 Yep. That f’ing guy.

[@celestialnubian]

23 year old Steve Jobs would've whooped his a** for such insolence.

[@hamsta11]

OpenDoc... the platypus of software engineering ideas

[@nancyliu2001]

1:55 4:28

[@bluewhale1]

"Start with your customer" Goes on to say nice things about the laser printer technology. Kinda confusing for me

[@Ruefus]

It wasn't about the laser printer - it was what the laser printer did. The technology gave Jobs (and the customer) something they'd never seen before. Something tangible that when the customer saw it - they'd want it without needing to be 'sold' on the idea. Forget the technology of how it got there.

[@romanval69]

Before laser printers and desktop publishing software-- if you wanted to produce somewhat professional-looking magazine or newsletters you had to buy some expensive electronic typesetting machines, costing upwards of $100K or more.

[@TheDarkNinja7]

Sounds like that was a former employee...

[@raginald7mars408]

WHO??? is THE “Customer”...??? You? - Wrong! “THEY” are “Customers”! Not YOU! - ... right. They!

[@DrOukal]

❤️

[@iltc9734]

That is one of the rudest, nastiest unprofessional and bitchy questions I have heard. Telling someone " you have no idea what you're talking about" is not a question, its a statement. and skulking back in the crowd to publicly humiliate someone on a stage is gutless. Why doesn't he get up on a stage? Because nobody would fill a hall to listen to him. Does anyone know his name?

[@billwilson5341]

The person asking the question really publicly humiliated himself only.

[@vimalcurio]

He's now boomer using Microsoft devices maybe he's ashamed of himself and he'll die by being ashamed of himself

[@vimalcurio]

@@billwilson5341 ikr

[@visionofdisorder]

i'm sure he was an apple employee

[@visionofdisorder]

that guy in the audience seems like a plant. the way he phrased the question is so needlessly antagonistic that you gotta wonder.

[@venkatbabu1722]

E na ba na su na

[@S.O.N.E]

I heard if you praise Steve Jobs in the comments youll be rich.

[@elephantgrass631]

Who was that dude asking? Nobody.

[@douglasconnell6395]

This video has been modified.. it wasn’t Java..

[@orangewarm1]

and what has he been doing personally in the last 6 years?

[@RedShipsofSpainAgain]

But he never answered that guy's question about what he's been doing the past 7 years

[@ravensong9030]

I think that Mr. Nobody asking the question caught him...he must have been doing nothing lol

[@billwilson5341]

It's really no one's business. I'd like to think Mr. Jobs was focusing on his family - ALL members.

[@relefunt]

You’ve heard of Pixar, right?

[@b_altmann]

And where is that impertinent guy now?

[@fsands69]

why does this give me reddit argument-like vibes