Lessons of Steve Jobs: Guy Kawasaki at TEDxUCSD
Summary
TLDREl orador comparte sus aprendizajes personales trabajando con Steve Jobs, destacando doce lecciones clave que han influido en su carrera y en su enfoque hacia la innovación y el liderazgo. Destaca la importancia de no confiar en los expertos, entender que los clientes no siempre saben lo que quieren, anticiparse a las necesidades del mercado, la relevancia del diseño y la estética, y la valía de tener una mentalidad abierta a la flexibilidad y el cambio de opinión. Resalta la distinción entre valor y precio, la necesidad de contratar a personas más talentosas que uno mismo, la importancia de las demostraciones efectivas por parte de los CEO, la actitud de 'envío y luego prueba' en el ámbito de la tecnología, y cómo la marketing se resume en ofrecer productos únicos y valiosos. Finalmente, concluye con la idea de que algunas visiones requieren de la creencia para que se hagan realidad, instando a los oyentes a que mantengan viva la influencia y el legado de Steve Jobs.
Takeaways
- 🧠 **Expertos a veces no tienen la respuesta**: A menudo los expertos dicen que algo no se puede hacer, pero no deben ser los únicos en definir lo que es posible.
- 👂 **Los clientes no saben lo que quieren**: Los clientes suelen pedir mejoras en lo que ya tienen, no suelen pedir innovaciones disruptivas.
- 🔮 **La verdadera innovación está en la siguiente curva**: La mayor parte de la innovación no ocurre en la curva actual, sino en la siguiente.
- 🚀 **Desafíos grandes traen grandes logros**: Establecer metas ambiciosas puede llevar a logros significativos.
- 🎨 **El diseño importa**: El diseño atractivo y la estética son importantes para atraer y retener a los usuarios.
- 📈 **Usar gráficos grandes y tipografías grandes**: En presentaciones, usar grandes logos y tipografías para comunicar de manera efectiva.
- 🤔 **Cambiar de opinión es señal de inteligencia**: La capacidad de cambiar de opinión cuando se presenta nueva información demuestra inteligencia y flexibilidad.
- 💰 **Valor no es igual al precio**: El valor de un producto no se mide solo por su precio, sino también por su calidad y utilidad.
- 🏋️♂️ **Contratar a personas mejores que uno mismo**: Para crecer, es importante contratar personas que sean más talentosas que tú.
- 👥 **Los CEO reales hacen presentaciones**: Los CEO exitosos suelen ser capaces de hacer presentaciones de sus productos.
- 🚢 **Realizadores se embarcan**: En la innovación, a menudo es necesario lanzar un producto y luego iterar y mejorar.
- 📊 **El marketing se resume en dos ejes**: Originalidad y valor son los dos pilares fundamentales del marketing exitoso.
Q & A
¿Cuál fue la primera lección que aprendió de Steve Jobs?
-La primera lección fue que los expertos generalmente no tienen la respuesta correcta; a menudo dicen que algo no se puede hacer, cuando en realidad es posible. Jobs enseñó a no escuchar a los expertos y en su lugar, seguir el instinto y el corazón.
¿Por qué dice que los clientes no pueden decirnos lo que quieren?
-Los clientes tienden a pedir mejoras en los productos existentes (mejor, más rápido, más barato) en lugar de solicitar innovaciones completamente nuevas. Por ello, es necesario tener una visión y pasión para anticiparse a las necesidades del cliente y llevarlos a la siguiente curva.
¿Cómo describe la innovación en el mundo según el orador?
-La verdadera innovación no ocurre en la curva en la que uno se encuentra, sino en la siguiente. Se da el ejemplo de la evolución del hielo, pasando de ser cortado en lagos congelados (Ice 1.0), a ser producido en fábricas (Ice 2.0), hasta la creación del refrigerador (Ice 3.0).
¿Por qué es importante enfocarse en los beneficios y no en los procesos de una organización?
-Es fundamental concentrarse en los beneficios que proporciona a los clientes en lugar de los métodos actuales de producción, ya que esto permite a la organización innovar y adaptarse a cambios en el mercado sin limitarse a su forma actual de operar.
¿Qué llamó el orador 'metas feas y audaces' y por qué son importantes?
-Se refiere a los desafíos ambiciosos que impulsan a las personas a lograr logros significativos. El orador menciona que cuando Apple desafió a IBM, una de las empresas más grandes y dominantes en ese momento, fue una meta audaz que llevó a grandes logros.
¿Por qué el diseño es importante según lo que aprendió del orador?
-El diseño es crucial porque las personas valoran la estética y la funcionalidad. Un producto bien diseñado no solo es agradable a la vista, sino que también puede ser más fácil de usar y puede reflejar la calidad y la innovación de la marca.
¿Cuál es la clave para una presentación de PowerPoint exitosa según el orador?
-El orador sugiere que las presentaciones deben utilizar grandes gráficos y tipografías para captar la atención del público. Esto evita que el orador se convierta en un mero lector de diapositivas y permite una comunicación más efectiva.
¿Por qué cambiar de opinión es un signo de inteligencia según Steve Jobs?
-Cambiar de opinión es un signo de inteligencia porque demuestra que una persona está dispuesta a adaptarse a nuevos datos y aceptar cuando estaba equivocada. Esto se evidenció cuando Jobs cambió su postura sobre la apertura del iPhone a aplicaciones de terceros.
¿Cómo define el orador la relación entre el valor y el precio?
-El orador aclara que el valor no es igual al precio. Un producto puede tener un precio más alto, pero si ofrece menos necesidad de capacitación, soporte y depuración, puede ser de mayor valor a largo plazo para el usuario.
¿Por qué es importante contratar a personas que sean mejores que uno mismo?
-Contratar a personas mejores que uno mismo evita la llamada 'explosión de bozos', donde la calidad de un equipo disminuye progresivamente a medida que se contrata a personas de menor calibre. Al contratar a A+ jugadores, se asegura que el equipo mantenga un alto nivel de competencia y excelencia.
¿Por qué los CEO verdaderos deben hacer la demostración de sus productos?
-Los CEO verdaderos deben hacer la demostración de sus productos porque muestran su compromiso y pasión por el producto. Además, es una oportunidad para conectar directamente con el público y transmitir la visión detrás del producto de una manera más auténtica y persuasiva.
¿Cómo describe el orador el proceso de 'envío' en el mundo de la tecnología?
-El orador menciona que en la tecnología, uno 'envía y luego prueba'. Esto significa que es preferible lanzar un producto que no sea perfecto y luego mejorarlo basado en la retroalimentación, en lugar de posponer el lanzamiento indefinidagamente.
¿Cómo se reduce a un gráfico simple el concepto de marketing según el orador?
-El marketing se reduce a un gráfico con dos ejes: el valor en el eje horizontal y la unicidad en el eje vertical. El objetivo es posicionarse en la esquina superior derecha del gráfico, donde se encuentra lo único y verdaderamente valioso.
¿Cuál es la lección más valiosa que el orador aprendió de Steve Jobs?
-La lección más valiosa fue que algunas cosas necesitan ser creídas para ser vistas. Esto significa que para cambiar el mundo, hay que tener fe en tus visiones y proyectos hasta el punto de hacer que otras personas también las crean y, por lo tanto, se hagan realidad.
Outlines
😀 Aprendizajes de Steve Jobs
El orador comienza agradeciendo a la audiencia y expresa su placer por estar en San Diego. Describe su experiencia trabajando con Steve Jobs en dos períodos de su vida, desde 1983 a 1987 en la división Mac y luego después de 1997. El orador destaca la influencia de Jobs en su vida y cómo Jobs cambió el mundo. Presenta un listado de aprendizajes basado en su experiencia con Jobs, comenzando con la idea de que los expertos a menudo no tienen la respuesta correcta y que se debe seguir el instinto en lugar de sus consejos.
🤔 Los clientes no saben lo que quieren
Se discute cómo los clientes no pueden predecir sus propios deseos futuros y cómo es esencial tener una visión y pasión que te lleven a lo desconocido. Se menciona la importancia de anticiparse a las necesidades del cliente y alcanzar la siguiente curva tecnológica. Se da un ejemplo histórico de la industria del hielo para ilustrar cómo los avances tecnológicos pueden transformar completamente una industria.
🚀 Desafíos y logros significativos
El orador enfatiza la importancia de enfrentar desafíos grandes para lograr logros significativos, citando el deseo de Apple de competir contra IBM. Aborda la importancia del diseño, el uso de gráficos y tipografías grandes en presentaciones, y cómo cambiar de opinión es una señal de inteligencia. Relata la evolución de la política de aplicaciones de iPhone de Jobs y cómo la valoración de los expertos hacia las decisiones de Jobs cambió con el tiempo.
💰 Valor vs. Precio y el valor de los A+ jugadores
Se discute la diferencia entre el valor y el precio, y cómo los productos de Apple, aunque más caros, ofrecen un mejor valor debido a su calidad. El orador insiste en la necesidad de contratar personas de A+ y evitar la llamada 'explosión de bozos' que ocurre cuando se contrata a personas de menor calibre. Destaca la importancia de los CEO en hacer presentaciones y la filosofía de 'envía y luego prueba' en el ámbito de la tecnología.
🛠️ La importancia de la innovación y la entrega
El orador enfatiza que los verdaderos emprendedores envían productos, a pesar de que puedan ser imperfectos inicialmente. Relata la historia de los primeros Macintosh y cómo, a pesar de sus deficiencias, fueron revolucionarios. Finalmente, se presenta una metáfora gráfica para la marketing, donde se mide la unicidad y el valor, y se alienta a los emprendedores a situarse en la esquina superior derecha de ese gráfico, que representa crear algo único y verdaderamente valioso.
🌟 Crear para que otros crean
El orador comparte una de las lecciones más valiosas aprendidas de Steve Jobs: para cambiar el mundo, a veces debes hacer que las personas crean en una visión antes de que puedan verla. Expresa su honor por haber trabajado con Jobs, destacando que, aunque no fue fácil, fue una experiencia honorable. Finaliza con una anécdota humorística sobre Jobs en el cielo.
Mindmap
Keywords
💡Innovación
💡Desafío
💡Diseño
💡Valor
💡Gestión de Equipos
💡Cambio de Mentalidad
💡Demostración
💡Entrega
💡Mercadeo
💡Creencias
Highlights
Steve Jobs had a profound influence on the speaker's life and career, shaping his approach to innovation and business.
Experts are often wrong; they may advise against pursuing innovative ideas that later prove successful.
Customers can't always articulate what they want, so visionaries must lead with their intuition and creativity.
Innovation occurs not on the current curve but on the next one, emphasizing the importance of foresight and anticipating future needs.
Big challenges should be embraced as they lead to the most significant accomplishments.
Design matters significantly; people are drawn to products that are aesthetically pleasing and well-crafted.
Effective presentations use large graphics and fonts, which helps to engage the audience and convey information clearly.
Changing one's mind is a sign of intelligence and adaptability, as demonstrated by Steve Jobs' shift on the iPhone's app policy.
Value is not equivalent to price; offering high-value products can lead to better customer satisfaction and less reliance on price competition.
Hiring practices should aim to bring in A+ players who are better than oneself to avoid the downward spiral of mediocrity.
CEOs should be hands-on, capable of demonstrating their products effectively to show commitment and leadership.
Entrepreneurs need to ship products; waiting for perfection can delay innovation and market opportunities.
Marketing can be simplified to a graph measuring uniqueness and value, with the goal of positioning products in the top right quadrant.
Belief is a precursor to realization; to change the world, one must first believe in their vision for others to see its potential.
Working for Steve Jobs was a challenging but honorable experience that left a lasting impact on the speaker's approach to business and life.
Transcripts
thank you very much good morning people
of San Diego good go Triton's it's a
real pleasure to be here thank you thank
you so I am going to talk to you today
about what I learned from Steve Jobs I
work for Steve Jobs kind of twice in my
life the first time from 1983 to 1987 in
the Mac division which was the largest
collection of egomaniacs in the history
of Silicon Valley and that's saying a
lot if you know people from Silicon
Valley the second time was right after
the 1997 1998 timeframe and so I had two
tours of duty with Steve I will tell you
that he was just the greatest influence
in my life I would not be where I am
without him the world is a lot less
interesting place without Steve Jobs
there is no question about that
and so I've seen many books and many
things written about Steve Jobs and I
took it upon myself to write from a
first-person person who was inside the
reality distortion field what I learned
from Steve Jobs I usually use a top 10
format but as Steve Jobs cannot be
limited with these usual rules so I
actually have a top 12 format today and
so I'm going to pass along everything
that I learned from Steve Jobs so that
you may apply it to your lives your
businesses your studies so that you may
in fact change the world because one of
the things that Steve Jobs certainly did
was change the world so may he rest in
peace
but may his influence continue to
inspire us so number one thing that I
learned from Steve Jobs is that experts
are usually clueless they will tell you
something can't be done shouldn't be
done and isn't necessary many many
people in the 1983 timeframe told Apple
build a bigger faster cheaper Apple to
don't do anything silly like get to the
next curve experts are clueless not one
of them should be believed as a young
person in particular do not listen to
the experts listen to your heart go for
it when your counter naysaying go
against the naysaying
you know this is what I call bozo City
it was awesome is like the flu
you have to inoculate yourself so that
when you encounter velocity you will
already have built up resistance I'm
going to give you three examples of Bo's
acity so you've built up the antigens to
the balsa city first velocity I think
there's a world market for maybe five
computers the chairman of IBM allegedly
said there's five computers in the world
I have five computers in my house all
the computers he anticipated in the
world in my house this telephone has too
many shortcomings to be seriously
considered as a means of communication
the device is inherently of no value to
us Western Union 1876 in 1876 Western
Union wrote off telephony oops
Western Union should be PayPal today but
it's hard to go from Telegraph to
computer to Internet if you skip
telephone in the middle it's too big a
chasm to cross there's no reason why
anyone would want a computer in their
home Ken Olsen founder of Dec great
entrepreneur great innovator he was so
successful on the mini computer curve he
could not embrace the personal computer
curve number one experts are usually
clueless number two customers cannot
tell you what they want customers will
tell you they want better faster cheaper
Apple two better faster cheaper status
quo better faster cheaper of what you
already make nobody asked Apple for a
128 K Macintosh with no software thanks
to my efforts 400 K floppy 128 km nobody
asked them they wanted better faster
cheaper Apple to customers usually
cannot tell you what they want you have
to have your vision your passion you
need to jump ahead of them the way to
jump ahead of then is to get to the next
curve the next thing that I learned from
Steve Jobs the action the true action
the great innovation in the world
doesn't occur on the curve you are on it
occurs on the next curve classic example
ice 1.0 bubba and junior would go to a
frozen lake or frozen pond and cut
blocks of ice in the 1900s
7 million pounds of ice was harvested in
1900 the technology at that point was
horse saw sleigh frozen lake frozen
on cold time of the year go out to the
lake cut the ice ice 1.0 30 years later
ice 2.0 ice factory now you froze water
essentially big technological change now
it didn't have to be winter you didn't
have to be in a cold city you could have
an ice factory in San Diego you can have
an ice factory in Hawaii
you could have an ice factory in Mumbai
it could be any place big change
ice 3.0 refrigerator curved now the ice
man didn't have to deliver ice to your
house you don't have to go to the ice
factory to get your eyes you're your own
personal ice factory in your house
called a refrigerator a PC if you will a
personal chiller the very interesting
fact is that none of the ice harvesters
became ice factories and none of the ice
factories became refrigerator companies
and why is that it's because most
organizations define themselves in terms
of what they already do we cut blocks of
ice in the winter we freeze water
essentially we make a device called a
refrigerator you need to step back from
what you currently do and look at the
benefits you provide your customers your
clients the ice business is
fundamentally in the business of
convenience and cleanliness and it can
be done by harvesting ice but it can be
done by freezing ice centrally and it
can be done with your personal ice
factory concentrate on the benefits not
the processes of your organization the
fourth thing I learned from Steve Jobs
is the big challenges beget the biggest
accomplishments give people what tom
peters called the big hairy audacious
goals when IBM came into the computer
business Apple ran this ad we welcomed
IBM to the computer business because we
wanted to take on the biggest the most
impressive the most dominant company
welcome IBM seriously it was a huge goal
Steve told us we want to defeat IBM we
want to send IBM back to the typewriter
business holding its electric balls
the biggest challenge we get the biggest
accomplishments number five design
counts don't let people tell you that
design doesn't count
people care about thinness and
beautifulness and aluminium not black
ugly plastic laptops how many of you use
a big black thick ugly laptop hold your
hands up yeah you are oppressed because
nobody nobody voluntarily uses a big
thick black ugly laptop I feel bad for
you I feel bad for you you could have
something cool and thin and beautiful
enough people in the world care about
design design counts number six use big
graphics and big fonts this is the key
to pitching just do this and you'll be
better than 90% of the people using
PowerPoint I'll show you a great great
Steve Jobs slide this is Steve Jobs
slide at its best huge windows logo huge
logo iTunes 150 point font the best
Windows app ever written Steve Jobs with
this slide is proclaiming that Apple has
written the best Windows app he's using
a huge logo huge font count how many
words are on that slide iTunes the best
Windows app ever written like seven
words the key to a great PowerPoint
presentation big font big graphics if
you use a small font and you read your
small font what happens is the audience
one slide into your presentation figures
out this bozo is reading his slides
verbatim I can read the slides to myself
faster than this bozo can read them to
me so why don't I just read ahead
and you lose your audience if you want a
I realize this is a heavy engineering
crowd
I'll give you an algorithm the algorithm
is figure out who the oldest person is
in the audience
divide his or her age by two if you're
talking to 6000 people divided by two
thirty points 50 year-old people divided
by 225 points someday you may be
pitching a 16 year old venture capital s
you that they use the eight point five
okay but until that they big font big
graphic number seven changing your mind
is a sign of intelligence many people
believe that changing your mind is a
sign of stupidity because you got it
wrong and you don't want to admit that
you're wrong you want to hide the fact
that you're wrong you don't want to hold
it out that you had to change your mind
Steve Jobs taught me exactly the
opposite this is a press release from
June 11 2007 this is when iPhone was
introduced our innovative approach using
web 2.0 based standards lets developers
create amazing new applications while
keeping the iPhone secure and reliable
June 11 2007 the introduction of the
iPhone Steve Jobs is telling you why
there can be no third party apps for an
iPhone if you want to do something that
adds functionality to an iPhone you have
to have a Safari plug-in it's because
we're doing you a favor we want you to
have a phone that is secure and reliable
one could logically ask at that point
well Steve why do you say that the phone
has to be secure and reliable but the
computer doesn't why is it that they're
third-party apps for the computer
nevermind don't ask a year later
Apple press release Apple executives to
showcase Mac OS 10 leopard and OS 10
iPhone development platforms at
Worldwide Developers Conference 2008
keynote one year later Steve Jobs has
gone from we are going to allow no
third-party apps for the iPhone 2 we now
have an iPhone development platform may
there be many many different kind of
apps ranging from measuring your heart
rate - I fart whatever it takes right
this is a 180-degree reversal Steve Jobs
said closed system Steve Jobs said open
system twelve months later changing your
mind is a sign of intelligence and just
FYI when Steve Jobs in 2007 said that
the iPhone had to be closed that you
would have a secure and safe phone all
the experts said my god Steve is right
you have to have a really secure and
protected phone 12 months later Steve
opens up the phone and guess what the
experts say my god Steve is right you
want an open system so you can have an
app for that
number eight value is not equal to price
there's a difference here Macintosh
iPhone iPod any of those things I
anything is not the cheapest but
arguably it is the highest value this is
a screenshot from an adware the windows
guy had to run a bake sale to get money
to support the bugs in Windows NT the
Macintosh guy doesn't have to do that
because there are less bugs effectively
it's saying that yes a Macintosh may
cost more at the front end but when you
consider training and support and
debugging it is a better value price is
different from value try to never fight
on price number nine a players higher A+
players that is a good person hires a
better person not a lesser person what
you'll see is that B players because of
their insecurities like the higher C
players they want to feel better than
the person they hired the problem is
when a B player has a C player it
creates this downward spiral and the C
player hires the deep layer and the D
player hires the e player and guess what
pretty soon you're surrounded by Z
players
this is what we call in Silicon Valley
the bozo explosion you need to fight the
bozo explosion this is a picture of the
Macintosh division this is a reunion
held about 25 years after the Macintosh
some of the brightest people I've ever
worked with I consider it an honor to
have worked with them number 10 number
10 is that real
CEOs demo they don't pass it to a VP of
Engineering or a product manager or a PR
weenie they do the demo great CEOs can
do the demo this is a picture of Steve
demonstrating the Macintosh 128k in 1984
he did the demo by himself I think many
of you probably start a company one day
remember this day you want to be a great
CEO you have to do the demo if you
cannot do the demo you are a loser do
the demo number 11
real entrepreneurs ship they ship the
way it works in Silicon Valley is we
ship and then we test okay except
biotech so
one of the differences if you look at
this this is a very early version of
essentially a Macintosh however it came
from Xerox PARC Xerox PARC pioneered the
mouse graphical user interface windowing
tiling drawing with the mouse all these
kinds of things but there is between
Apple and Xerox PARC is that Apple could
ship you know there's a great song don't
worry be happy by Bobby McFerrin right
but really when it comes to innovation
the correct song is don't worry be
crappy the first Macintosh was arguably
a piece of crap 128 K of ram 400 K
floppy drive no software thanks to me
slow printer piece of crap but it was a
revolutionary piece of crap it was
better than the best ms-dos machine
better than the best Apple to the first
laser printer arguably a piece of crap
ten thousand dollars printing
single-sided eight and a half by eleven
slow appletalk network a piece of crap
but it was so much better than the best
daisy wheel printer it was okay to ship
the way it works in technologies you
ship and then you test real CEOs ship
number twelve marketing can be distilled
to one simple graph this graph has two
axes on the vertical axis we measure
uniqueness on the horizontal axis we
measure value this is a two by two
matrix if any of you go on to work for
McKinsey you will learn that in a
two-by-two matrix you always want the
upper right-hand corner okay Mackenzie
will charge you 25 grand for that so
let's discuss all four corners the
bottom right corner is where you create
something of value but it's not unique
there you have to compete on price slam
operating system on the same hardware
you have to compete on price the
opposite corner in the opposite corner
you have something truly unique only you
do it but it is of no value in that
corner you're just plain stupid in the
bottom left corner that's what I call
the dot-com corner because there you
have a company like pets calm
that does something that is of no value
and stupid people like me funded ten
other clones of pets.com so it has no
value and it's not unique that's the
worst corner of all but the corner you
want to be in the holy grail of
marketing the holy grail of
entrepreneurship the holy grail of
innovation the holy grail of making
meaning in the world is the upper
right-hand corner create something
that's unique and truly valuable it's
unique and truly valuable Macintosh was
unique and truly valuable there are
other things this is the brightening
emergency watch this watch if you pull
out the antenna puts out an emergency
signal so you don't do this when you
just take the wrong gasket you do this
when you're about to die okay because if
you do this there'll be a Coast Guard
helicopter looking for you and Kevin
Costner is going to be in the helicopter
okay so but this is a watch that can
save your life not many watches can save
your life this watch is unique and
valuable the key to all of marketing all
of innovation is you need to be in that
upper right-hand corner make something
unique and valuable and this is my last
slide and my last slide is to tell you
that one of the most valuable lessons
that I learned from Steve is that in
life some things need to be believed to
be seen usually you hear this the
opposite way that in order for you to
believe something you have to see it but
I will tell you when it comes to
changing the world what I learned from
Steve Jobs is if you believe in a
Macintosh if you believe in iPhone iPod
iPad if you believe enough then you will
see it because other people will believe
in it other people will create software
other people will create products so you
need to foster the belief in what you
are dreaming so that it becomes a
reality which is very different than
saying I don't expect anybody to believe
it until I see it you need people to
believe it before they can see it and
then I'd like to wrap up you know I
consider it an honor to have worked for
Steve Jobs
it wasn't easy it wasn't easy but it was
an honor and I could tell you right now
in heaven Steve Jobs is telling God what
to do
thank you very much thank you really
thank you
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