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Steve Job

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Instituto Tecnológico y de Estudios Superiores de Monterrey
Campus Sinaloa

Resumen: iCon Steve Jobs
The Greatest Second Act in the History of Business

Resumen: iCon Steve Jobs
The Greatest Second Act in the History of Business

Tabla de contenido Prologue 3 1. Flowering and Withering 3 1.1 Roots 3 1.2 A company is born 4 1.3 Let´s be pirates! 4 1.4 Learning to fail 5 2. New Beginnings 5 2.1 The NeXT step 5 2.2 Show business 5 2.3 Mater of ceremonias 6 2.4 Icon 6 3. Defining the future 7 3.1 Mogul 7 3.2 Breaking new ground 7 3.3 iPod, iTunes, therefore I am 8 3.4 Clash of the titans 8 3.5 Showtime 8 Bibliografía 9

Prologue
El libro comienza con la narración de un uno de los momentos más grandiosos en la vida de Steve Jobs, en enero de 2000 en la Expo MacWorld en San Francisco, donde anuncia deja de ser CEO interino para convertirse en el nuevo CEO de Apple. El público grito por varios minutos su nombre, cuando por fin Steve comenzó hablar dijo que tenía el mejor trabajo del mundo que era trabajar todos los días con las gente más talentosa del planeta en Apple y Pixar. Algo que hace 15 años jamás hubiera reconocido, pero las cosas eran diferente, Steve había cambiado. Steve Wozniak co-fundador con Steve de Apple Inc., esta ahí y no pudo más que reconocer a su compañero.

1. Flowering and Withering

2.1 Roots
Steve Paul Jobs nació el 24 de febrero de 1955 en San Francisco, California. Fue adoptado por la pareja Paul y Clara Jobs. Para la edad de 10 años Steve estaba interesado en la electrónica, era un niño solitario y desafiaba continuamente a sus profesores y tuvo varios problemas en la escuela, así que convenció a sus padres para mudarse en 1976 a Los Altos y asistió a la escuela de Cupertino Junior High School, donde conoció a Bill Fernández, quien le presentaría tiempo después a Steve Wozniak, cinco años mayor que él y empezarían a trabajar en un dispositivo. Rápidamente Steve reconoció las habilidades de Woz y creció la amistad entre ellos.
Steve asistió a Reed College en Portland Oregon, pero para los 18 años dejó la escuela, adoptó un estilo hippie, consumió frogas y decidió irse a la India en un viaje espiritual con su amigo Dan Kottke, pero el viaje no calmó su fuego interno y regresó a Silicon Valley. Siguió trabajando para Atari y renovó su relación con Woz, con quién construyó y vendió “blue boxes” que permite a los usuarios hacer llamadas de larga distancia de forma gratuita.

2.2 A company is born
Para 1975 Woz siguió trabajando en el dispositivo, y fue Steve quien vio el gran potencial para crear una computadora, convenciendo a Woz para crear una compañía. Steve pensó en el nombre Apple Computer, recordando una granja de manzanas que visitaba con sus amigos en Oregon. Y así lanzaron Apple I, tuvieron algunos problemas al principio para obtener capital, pero Steve tenía gran talento para lograr sus objetivos, a pesar de sus tantos defectos en su personalidad.
Al poco tiempo sacaron Apple II, una computadora completa y luego Apple Computer Company se convirtió en una corporación. Apple II comenzó a ser reconocida, pero Steve Jobs comenzó a tener problemas con los empresario en Apple y hasta con su amigo Woz, tuvo fuertes peleas con Mike Scott presidente de Apple quien pensaba que Steve causaba muchos problemas y decidió quitarle autoridad a toda costa.
Por otro lado la vida personal de Steve Jobs no iba muy bien, su pareja Chris-Ann quedó embarazada la niña Lisa nació en mayo de 1978, , pero Jobs negó su paternidad, aún cuando la prueba de ADN dio 94.97% de probabilidad de que él era el padre.

2.3 Let´s be pirates!
Aún con todo el éxito de Jobs, él no estaba feliz, la Apple II era la computadora de Woz, por lo que comenzó un nuevo proyecto llamado LISA, comenzó a trabajar con Xerox, exigió demasiado a su equipo y estaba fuera de control, por lo que Scotty lo sacó del proyecto. Esto fue la primera gran humillación para Steve.
Aún así Steve para diciembre de 1980 era uno de los hombres más ricos del país y de los más jóvenes.
Luego Steve Jobs vio el trabajo de Jet Raskin, una computadora que llamó Macintosh, por el tipo de manzana que más le gustaba. Era una computadora de fácil uso, que trabajaba de inmediato desde que la prendías. Steve puso al mejor equipo para trabajar en el proyecto. Pero gracias a la gran personalidad de Jobs, Raskin fue sacado de su propio proyecto.
En esos días IBM esta ganando mucho mercado e introdujo su versión de computadora personal. Pero Steve veía a su personal de Macintosh como piratas, como renegados de la corporación, mientras que LISA fue el rotundo fracaso.
En 1983 Steve Jobs tenía que encontrar un nuevo presidente que le permitiera hacer lo que quisiera y convenció a John Sculley presidente de Pepsi preguntándole que si iba a vender agua con azúcar el resto de su vida cuando podía estar haciendo algo realmente importante.
Macintosh fue lanzada al mercado en 1984 en los comerciales del Super Bowl.

2.4 Learning to fail
Así pues Steve tenía el control de Mac y Lisa, pero las ventas fueron disminuyendo, para los usuarios IBM era una marca de confianza en el mundo de las computadoras personales y no Apple.
Los problemas eran cada vez mayores en Apple, el equipo de Mac se sintió menospreciado y mal pagado y Woz renunció a Apple. Finalmente comenzó la batalla entre Steve y Sculley por la presidencia, pero este último tomó el control, desapareció el equipo de Lisa, sacó a Steve de Macintosh y finalmente despidió a Steve. Quien renunció en 1985, vendió sus acciones y se quedo solo con un pequeño porcentaje.

2. New Beginnings

3.5 The NeXT step
En este tiempo conoció a su hermana Mona, novelista reconocida y creo su nueva compañía NeXT, y fue en este tiempo cuando IBM contrató a Bill Gates en lugar del sistema NeXTSTEP de Jobs, que lo convertiría en lo que hoy es Windows.

3.6 Show business
Fue aquí donde Steve Jobs incursionó al mundo del entretenimiento por accidente y triunfó.
George Lucas en ese tiempo estaba trabajando con dos grandes científicos en computadora Ed Catmill y Alvy Ray Smith, también el animador John Lasseter, quienes permitieron crear gran parte de las animaciones en las películas de Star Wars entre otras, y su gran sueño era hacer películas completamente creadas a computadora, tan reales y vívidas como fuera posible. Cuando Lucas se divorció vendió sus estudios a Steve Jobs y fundó la compañía Pixar, creando la computadora Pixar Image Computer la cual no se vendió.
Fue cuando John Lasseter entró en acción y creo un cortometraje animado Luxo Jr. Y fue nominada al Oscar mostrando su gran potencial. Sin embargo no fue hasta Tin Ton cuando por fin ganaron el Oscar, lo que sería luego la historia de Toy Story.
Pero fue RenderMan software el que permitió que la empresa siguiera en pie, Steve Jobs se estaba quedando sin financiamiento, su otra empresa se estaba hundiendo.

3.7 Mater of ceremonias
En este tiempo grandes películas con efectos especiales a computadora comenzaron a tener éxito, punto que no paso desapercibido por Disney, quien rápidamente contacto a Jonh Lasseter sobre un largometraje, completamente a computadora y un contrato de al menos 3 películas, donde DIsney se llevaría la mayor parte junto con la publicidad, pero el acuerdo tardó mucho en ser un hecho.
En 1991 Steve Jobs se casó con Laurene y su vida personal tomó otro giro, se acercó a su hija Lisa y tuvo hijos con su esposa.
Finalmente Disney comenzó las negociaciones y comenzó la aventura de Toy Story, creando los personajes como Woody y Buzz, contratando grandes actores para hacer las voces y dándole grandes matices a la historia.
Cuando de repente Disney decide cancelar el proyecto por una serie de problemas, pero luego de largos reuniones el proyecto volvió.

3.8 Icon
Las cosas no iban muy bien para Apple, el sistema operativo de Bill Gates era dominante y algo tenía que hacer Apple, por lo que Gil Amelio decidió dar a la compañía un nuevo sistema operativo y contactó a Bill y Steve para que presentaran sus proyectos. Fue Steve con NeXTSTEP y lo compró, salvando no solo a Steve sino también a su empresa. A la vuelta de un tiempo Steve Jobs se convirtió en CEO interino, después de 13 años de haber sido echado de su propia empresa, y lo primero que hizo fue llamar a Gates para poner a Microsoft de su lado. Asumió la campaña con la frase “think different”, y después de 5 meses bajo su comando Apple volvía a ser rentable.
Por otro lado en dia de acción de gracias de 1995, se estrenó Toy Story ganando miles de millones, las críticas fueron impresionantes y finalmente se había convertido en el que el siempre había imaginado, Steve Jobs era un icon.

3. Defining the future

4.9 Mogul
Steve dijo que Pixar tenía la oportunidad de convertirse en el próximo Disney, no reemplazarlo, sino en el próximo Disney.
Para estos momentos Steve Jobs era un billonario y el nuevo contrato con Disney se negoció en siete películas más. Luego de Toy Story siguió Bug´s Life la cual también se convirtió en un éxito total. La competencia no se hizo esperar y Jeffrey Katzenberg, antiguo trabajador de Disney creó Antz, de DreamWoks, pero Bug´s Life ganó en la taquilla. Toy Story 2 otro gran éxito, seguido de Monsters, Inc., en el 2001, sin duda una de las películas más taquilleras animadas.
Steve estaba dejando su marca en dos de las industrias más prominentes.

4.10 Breaking new ground
Steve se dio cuenta que el internet era la prioridad para sus computadoras en ese momento, junto con grandes avances en diferentes y nuevas características y funciones, Apple creó iMac la lanzó en 1998.
Jobs comenzó a ver el mundo tal y como es, no como el quería que fuera, lo que lo hizo más abierto a trabajar con otros. Comprendió que el éxito no había venido del hardware o software sino del contenido.
Apple adquirió un paquete de una pequeña compañía llamada Casady and Grene, SoundJam MP, quienes crearon juegos para Macintosh. Jeff Robbin tomó un trabajo en Apple y desarrollo un mejor software de MP3 player. Para entonces se estaba creando lo que hoy se conoce como Napster, que permite a los usuarios descargar música, sin tener que comprarla.
Steve comenzó a ver el gran potencial de esta industria de la música, y su amor por la misma, por lo que desarrollo un nuevo producto llamado iTunes.

4.11 iPod, iTunes, therefore I am
Habiendo introducido a la compañía en este mundo, Steve vio el potencial de los reproductores de MP3, por lo que se alió con Portal Player para crear el iPod. El dispositivo te permitía descargar tu música desde su computadora, era pequeño, blanco, sencillo y caro. Pero la gente lo amó. Primero solo permitía a los usuarios de Apple el servicio, pero luego se unieron los de Windows, atrayendo aún mas mercado.
ITunes Music Store logró obtener los derechos y tener la música completamente legal, se fueron uniendo artistas como Dr. Dre, U2, Eminem, entre otros. Apple se preocupó por proteger a la industria, no permitiendo que diferentes iPods pudieran bajar la música de diferentes computadoras.
Ahora Steve había revolucionado la industria de la música.

4.12 Clash of the titans
El nuevo proyecto de Pixar con Disney era Buscando a Nemo, pero Eisner, el presidente de Disney pensaba que iba a ser un fracaso. Los constantes pleitos entre Steve y Eisner fueron grandes y memorables, Eisner llego a decir que lo que Pixar tiene que ellos no era Jonh Lassseter, para enfurecer a Steve.
Buscando a Nemo fue un éxito rotundo, lo que ocasionó una revuelta en Disney y Steve juro no volver a trabajar con Disney mientras Eisner fuera el presidente.
Pixar tenía suficiente dinero para hacer sus propias películas, por lo que lanzó su proyecto sin Disney, su proyecto más riesgoso, Los increíbles. Otro éxito sumado, y Pixar se dio cuenta que podía producir y financiar sus futuras películas sin Disney.
Steve tuvo cáncer, pero luego de su operación volvió rápidamente a trabajar.

4.13 Showtime
Steve esta en la cima del mundo, sus nuevos sistemas operativos son más seguros que los de Windows, y se crearon nuevas funciones y sistemas como iWork, iMovies, iPhotos, Safari, etc. El iPod y iTunes por encima de las expectativas y Apple tuvo su mejor trimestre en la historia desde su creación en el 2005. Y aunque las Macs son más caras que las PCs, los compradores cada vez quieren y requieren entrar al universo Apple.
Así pues, Steve a sus 50 años, se ha convertido en un icon en tres diferentes industrias, y solo hay que preguntarse que mundos más está por conquistar.

Bibliografía

Young, J., & Simon, W. (2005). iCon Steve Jobs, THE GREATEST SECOND ACT IN THE HISTORY OF BUSINESS (1ª edición ed.). USA: Wiley.

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...Steve Jobs, the American businessman and technology visionary who is best known as the co-founder, chairman, and chief executive officer of Apple Inc, was born on February 24, 1955. His parents were two University of Wisconsin graduate students, Joanne Carole Schieble and Syrian-born Abdulfattah Jandali. They were both unmarried at the time. Jandali, who was teaching in Wisconsin when Steve was born, said he had no choice but to put the baby up for adoption because his girlfriend's family objected to their relationship. The baby was adopted at birth by Paul Reinhold Jobs (1922–1993) and Clara Jobs (1924–1986). Later, when asked about his "adoptive parents," Jobs replied emphatically that Paul and Clara Jobs "were my parents." He stated in his authorized biography that they "were my parents 1,000%." Unknown to him, his biological parents would subsequently marry (December 1955), have a second child, novelist Mona Simpson, in 1957, and divorce in 1962. The Jobs family moved from San Francisco to Mountain View, California when Steve was five years old. The parents later adopted a daughter, Patti. Paul was a machinist for a company that made lasers, and taught his son rudimentary electronics and how to work with his hands. The father showed Steve how to work on electronics in the family garage, demonstrating to his son how to take apart and rebuild electronics such as radios and televisions. As a result, Steve became interested in and developed a hobby of technical tinkering. Clara...

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Stevẹ Job

...Being Steve Jobs' Boss by Leander Kahney Sunday, October 24, 2010 provided by [pic] Confessions of the last man to manage the singular inventor. |[pic] | |Steve Jobs (L) and John Sculley in New York City, 1984. (Diana Walker/Contour/Getty Images) | Steve Jobs was 28 years old in 1983 and already recognized as one of the most innovative thinkers in Silicon Valley. The Apple (NasdaqGS: AAPL - News) board, though, was not ready to anoint him chief executive officer and picked PepsiCo (NYSE: PEP, News) President John Sculley, famous for creating the Pepsi Challenge, to lead the company. Sculley helped increase Apple's sales from $800 million to $8 billion annually during his decade as CEO, but he also presided over Jobs' departure, which sent Apple into what Sculley calls its "near-death experience." In his first extensive interview on the subject, Sculley tells Cultofmac.com editor Leander Kahney how his partnership with Jobs came to be, how design ruled — and still rules — everything at Apple, and why he never should have been CEO in the first place. You talk about the "Steve Jobs methodology." What is Steve's methodology? Steve, from the moment I met him, always loved beautiful products, especially hardware. He came to my house, and he was fascinated, because I had special hinges and locks designed...

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Steve Jobs

...Table of contentsIntroduction 2Steve Jobs: often called Silicon valley pioneer and the author of unique leadership ideas 3Brand fanaticism and radical customer devotion 4Jobs’ transformational leadership 5Perfectionism, egoism and creating ‘killing products’ 5Trust in success and the chosen strategy 7Summary 7Jobs’ leadership ideas within hospitality industry 8Conclusion 11 2 Leadership: Steve Jobs The aim of the work is to consider the leadership style of the Apple's CEO Steve Jobsthrough the analysis of the articles and works connected with his business activity; it is alsonecessary to contemplate on the way his leadership style and ideas can be applied withinhospitality industry. Introduction Leadership ideas at present acquire new meaning in the hospitality industry;leadership is subjected to close research from the theoretical and practical viewpoints, as wellas from the viewpoint of its relevance and application to the hotel and hospitality business ingeneral. It has become evident, that hospitality industry needs talented leaders no less thanother economic and business areas, but as far as hospitality sector possesses very peculiar features, and is concentrated on providing its customers with unique services, leadership inthis sector is not universal, but is clear that leadership ideas taken from other prominententerprises and personalities can be used, modified and applied to the sphere of hospitality business. This paper is an attempt to analyze one of the prominent...

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