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Inside Apple

Inside AppleINSIDE APPLE reveals the secret systems, tactics and leadership strategies that allowed Steve Jobs and his company to churn out hit after hit and inspire a cult-like following for its products.

If Apple is Silicon Valley’s answer to Willy Wonka’s Chocolate Factory, then author Adam Lashinsky provides readers with a golden ticket to step inside. In this primer on leadership and innovation, the author will introduce readers to concepts like the “DRI” (Apple’s practice of assigning a Directly Responsible Individual to every task) and the Top 100 (an annual ritual in which 100 up-and-coming executives are tapped a la Skull & Bones for a secret retreat with company founder Steve Jobs).

Based on numerous interviews, the book offers exclusive new information about how Apple innovates, deals with its suppliers and is handling the transition into the Post Jobs Era. Lashinsky, a Senior Editor at Large for Fortune, knows the subject cold: In a 2008 cover story for the magazine entitled The Genius Behind Steve: Could Operations Whiz Tim Cook Run The Company Someday he predicted that Tim Cook, then an unknown, would eventually succeed Steve Jobs as CEO.

While Inside Apple is ostensibly a deep dive into one, unique company (and its ecosystem of suppliers, investors, employees and competitors), the lessons about Jobs, leadership, product design and marketing are universal. They should appeal to anyone hoping to bring some of that Apple magic to their own company, career, or creative endeavor.


2 thoughts on “Inside Apple

  1. Throughout the book, I kept wondering ‘what does George want us to learn’? Not sure I saw it, but a few things occurred to me:
    1 – Focus is key. I’m not sure I know what our focus is.
    2 – We are users of our solutions. What do we really want?
    3 – What is our easily repeatable marketing line that perfectly sums up our capability, our uniqueness in the market?
    4 – How can we make our platforms simple to use? Simple to explain? Simple to share?
    5 – I’m so glad I work with MTC and not with Apple! (but I adore my iPhone…)

  2. Several thoughts struck me reading this book…

    1) The unconventional organizational chart and lack of P& L centers per se
    2) So Unique, So Secretive, and so competitive …yet so simple, was this by design in spite of the Business Establishment? Steve Jobs doing it his way? Or is it a way of business?
    3) small vs large connundrm entreprenuerial vs top dog mentality.
    4) Amazing how there can be such secrets kept for so long during product development
    5)hope they can maintain the David vs Goliath and succeed in spite of the loss of their charismatic leader. But my feeling is that the increasing product line will stretch their unique business model. Pluses; Tim Cook is able & weathered a lot already; their employee & customer bases fiercly loyal.
    6)but can they replace the visionary?-loyal

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