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A Tale of Two Steves

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A Tale of Two Steves 1

A Tale of Two Steves
Joanne Greene-Blose
Boston University
AD643 Project Communications
Professor Steve Leybourne A Tale of Two Steves 2
Joanne Greene-Blose

Abstract
Good leadership is key, particularly in today‟s competitive global economy, and can make the difference between the success or the failure of the organization (Bennett, 2009). This paper looks at the CEO of the top tech company in the world, Apple Inc., and analyzes his leadership style. Steve Jobs, as Jack Welch called (Elkind, 2008), “the most successful CEO today” exhibits characteristics of both transactional and transformational leadership styles. He can be perhaps best labeled as a composite of both. He possesses micromanagement tendencies, is quick to judge, frequently yells and berates his employees, and reduces them to tears. Yet he also inspires a transcending vision who can connect emotionally with both his customer base and employees (Fannin, 2005; “Transformational Leadership”, 2002). Jobs is unquestionably an enigmatic, polarizing figure – yet his formula for success cannot be denied. A Tale of Two Steves 3
Joanne Greene-Blose

A Tale of Two Steves
The importance of good leadership in today‟s environment cannot be overstated. Bennett (2009) identifies leadership as determining the ultimate success or failure of the organization and Ismail, Mohamed, Sulaiman, Mohamad, and Yusuf (2011) view it as the primary force in determining competitiveness in a global economy. With this as a backdrop it is instructive to look at a very successful leader, Steve Jobs, and determine what it is about his leadership style that has driven Apple‟s success. Apple‟s market capitalization is over $300 Billion (Elmer-Dewitt, 2011) making it the second most valuable publicly traded company1 in the world, surpassing even giant (and rival) Microsoft.
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