Precisely by being so slow. Sleepiness and sloth-fulness keepit out of harm’s way, away from the notice of jaguars, ocelots,harpy eagles and anacondas. A sloth’s hairs shelter an algaethat is brown during the dry season and green during the wetseason, so the animal blends in with the surrounding moss andfoliage and   looks like a nest of white ants or of squirrels, orlike nothing at all but part of a tree. The three-toed sloth lives a peaceful, vegetarian life in perfectharmony with its environment. “A good-natured smile is foreveron its lips,” reported Tirler (1966).   I have seen that smile withmy own eyes. I amRead More →

Very few other companies or corporate leaders—perhaps none—could have gotten away with the brilliant audacity of associating their brand with Gandhi, Einstein, Picasso, and the Dalai Lama. Jobs was able to encourage people to   define themselves as anticorporate, creative, innovative rebels simply by the computer they used. “Steve created the only lifestyle brand in the tech industry,” Larry Ellison said. “There are cars people are proud to have—Porsche, Ferrari,   Prius—because what I drive says something about me. People feel the same way about an Apple product.” Starting with the “Think Different” campaign, and continuing through the rest of his years at Apple, JobsRead More →

In addition to the television commercials, they created one of the most memorable print campaigns in history. Each ad featured a black-and-white portrait of an iconic historical figure with just the Apple logo and the words   “Think Different” in the corner. Making it particularly engaging was that the faces were not captioned. Some of them—Einstein, Gandhi, Lennon, Dylan, Picasso, Edison, Chaplin, King—were easy to identify. But others   caused people to pause, puzzle, and maybe ask a friend to put a name to the face: Martha Graham, Ansel Adams, Richard Feynman, Maria Callas, Frank Lloyd Wright, James Watson, Amelia Earhart.   Most were Jobs’sRead More →

“I didn’t get any sleep last night,” Jobs replied.“Why? What’s the problem?” “I was thinking about all the things that need to be done and about the deal we’re making, and it’s all running together for me. I’m really tired now and not thinking clearly. I just don’t want to be asked any more questions.”   Amelio said that wasn’t possible. He needed to say something. Finally Jobs answered, “Look, if you have to tell them something, just say advisor to the chairman.” And that is what Amelio did.   The announcement was made that evening—December 20, 1996—in front of 250 cheering employees at AppleRead More →

After a few minutes of pleasantries—far more than Jobs usually engaged in—he abruptly announced the reason for his visit. He wanted Amelio to help him return to Apple as the CEO. “There’s only one person who can rally   the Apple troops,” Jobs said, “only one person who can straighten out the company.” The Macintosh era had passed, Jobs argued, and it was now time for Apple to create something new that was just as innovative.   “If the Mac is dead, what’s going to replace it?” Amelio asked. Jobs’s reply didn’t impress him. “Steve didn’t seem to have a clear answer,” Amelio later said.Read More →

That night Jobs took his Macintosh team out to dinner at Nina’s Café in Woodside. Jean-Louis Gassée was in town because Sculley wanted him to prepare to take over the Macintosh division, and Jobs invited him to   join them. Belleville proposed a toast “to those of us who really understand what the world according to Steve Jobs is all about.” That phrase—“the world according to Steve”—had been used dismissively by others at Apple who belittled the reality warp he created. After the others left, Belleville sat with Jobs in his Mercedes and urged him to organize a battle to the death with Sculley. MonthsRead More →

The entire information age? Was George Orwell right about 1984?” At that moment a screen came down from the ceiling and showed a preview of an upcoming sixty-second television ad for the Macintosh. In a few months it was destined to make advertising history, but in the meantime it served its purpose of rallying Apple’s demoralized sales force. Jobs had always been able to draw energy by imagining himself as a rebel pitted against the forces of darkness. Now he was able to energize his troops with the same vision.   Jobs was at the Grand Hyatt in Manhattan, preparing for the press previews, soRead More →

The “1984” adReal Artists ShipThe high point of the October 1983 Apple sales conference in Hawaii was a skit based on a TV show called The Dating Game. Jobs played emcee, and his three contestants, whom he had convinced to fly to Hawaii, were Bill Gates and There was one more hurdle: Hertzfeld and the other wizards had to finish writing the code for the Macintosh. It was due to start shipping on Monday, January 16. One week before that, the engineers concluded they could not make that deadline.   two other software executives, Mitch Kapor and Fred Gibbons. As the show’s jingly theme songRead More →

He didn’t actually want to leave Reed; he just wanted to quit paying tuition and taking classes that didn’t interest him. Remarkably, Reed tolerated that. “He had a very inquiring mind that was enormously attractive,” said the dean of students, Jack Dudman. “He refused to accept automatically received truths, and he wanted to examine everything himself.” Dudman allowed Jobs to audit classes and stay with friends in the dorms even after he stopped paying tuition. “The minute I dropped out I could stop taking the required classes that didn’t interest me, and begin dropping in on the ones that looked interesting,” he said. Among themRead More →

“But who would believe that the world is but full of disappointments! On the succeeding day, it came about that the kidnapper again sold her to the Hsüeh family! Had he disposed of her to any other party, no harm would anyhow have resulted; but this young gentleman Hsüeh, who is nicknamed by all, ‘the Foolish and overbearing Prince,’ is the most perverse and passionate being in the whole world. What is more, he throws money away as if it were dust. The day on which he gave the thrashing with blows like falling leaves and flowing water, he dragged (lit. pull alive, drag dead)Read More →