Many people have explained what one can learn from Steve Jobs. But few, if any, of these people have been inside the tent and experienced first hand what it was like to work with him. I don’t want any lessons to be lost or forgotten, so here is my list of the top twelve lessons that I learned from Steve Jobs.
• Experts are clueless
• Customers cannot tell you what they need
• Jump to the next curve
• The biggest challenges beget the best work
• Design counts
• You can’t go wrong with big graphics and big fonts
• Changing your mind is a sign of intelligence
• Value is different from price
• A players hire A+ players
• Real CEOs demo
• Real CEOs ship
• Marketing boils down to providing unique value
Bonus: Some things need to be believed to be seen. When you are jumping curves, defying/ignoring the experts, facing off against big challenges, obsessing about design, and focusing on unique value, you will need to convince people to believe in what you are doing in order to see your efforts come to fruition. People needed to believe in Macintosh to see it become real. Ditto for iPod, iPhone, and iPad. Not everyone will believe – that’s okay. But the starting point of changing the world is changing a few minds. This is the greatest lesson of all that I learned from Steve.