Come rispondere a Critiche e Provocazioni (la tecnica di Steve Jobs)

Marco Montemagno
13 Jul 202412:23

Summary

TLDRIn a historical video, Steve Jobs demonstrates his communication prowess by responding to a critical question with a theatrical pause, acknowledging the audience's agreement, and admitting to some mistakes. He emphasizes the importance of starting from the user's perspective and not just focusing on technology, using the example of the first laser printer to illustrate his point. He also highlights the collective effort at Apple and the inevitability of making mistakes in the pursuit of change.

Takeaways

  • 😀 Steve Jobs is known for his effective communication skills, despite being a controversial figure in terms of personal interactions and negotiations.
  • 😅 When faced with criticism, Jobs initially appears amused, acknowledging the situation and setting a tone for his response.
  • 😌 Jobs uses a theatrical pause to create anticipation and focus, which can be a powerful tool in responding to challenging questions.
  • 🤔 He emphasizes the importance of agreement among the audience on a basic fact before moving on to his main points, building a consensus before delving into more complex arguments.
  • 👍 Jobs acknowledges the validity of the critic's concerns, showing a willingness to accept that others may have valid points, which is a strategic approach to defusing tension.
  • 🔍 He highlights the need to start with the end user in mind, rather than focusing solely on the technology, emphasizing the user experience as the driving force behind product development.
  • 🚀 Jobs uses the example of the laser printer to illustrate his point about focusing on the end user, showing how a product's success can be determined by its appeal to the customer, not just its technical specifications.
  • 🙏 He apologizes for any shortcomings in the software in question, demonstrating humility and a willingness to admit mistakes, which can be a powerful way to build trust.
  • 🤝 Jobs acknowledges the collective effort at Apple, giving credit to the team and showing that he is not alone in his vision, which can help to rally support for his ideas.
  • 💡 He emphasizes that making mistakes is a sign of taking decisions and moving forward, rather than stagnating, which is an important mindset for innovation and progress.
  • 🌟 In closing, Jobs encourages the audience to support the changes he is advocating for, even if they are not universally popular, highlighting the importance of collective effort in driving change.

Q & A

  • What is the main topic of the video script?

    -The main topic of the video script is Steve Jobs' approach to responding to criticism or attacks, particularly during a public event or meeting.

  • How does Steve Jobs initially react to the criticism from the audience member?

    -Steve Jobs initially reacts with a sense of amusement, acknowledging the situation and creating a moment of anticipation for his response.

  • What is the significance of the pause Steve Jobs takes before responding?

    -The pause Steve Jobs takes serves to create a theatrical moment of suspense and attention, allowing the audience to focus on his upcoming response.

  • How does Steve Jobs handle the aggressive statement from the audience member?

    -Steve Jobs handles the aggressive statement by acknowledging the audience member's point, agreeing that there are areas where he might not understand everything, and then moving on to explain his broader vision.

  • What is the 'routine' Steve Jobs refers to in the script?

    -The 'routine' refers to the typical pattern of a public event where someone criticizes or challenges the speaker, in this case, Steve Jobs.

  • What is the main point Steve Jobs makes about starting from the user's perspective?

    -Steve Jobs emphasizes the importance of starting from the user's perspective and focusing on the end result, rather than the technology itself, to ensure that the product meets the user's needs.

  • What example does Steve Jobs use to illustrate his point about focusing on the user experience?

    -Steve Jobs uses the example of the first laser printers, explaining how the technology was impressive but the real selling point was the quality of the prints, which the users could immediately see and appreciate.

  • How does Steve Jobs address the issue of making mistakes in his response?

    -Steve Jobs acknowledges that mistakes will be made, but he views this as a positive sign that they are making decisions and moving forward, rather than being stagnant.

  • What is the role of the audience in this interaction according to the script?

    -The audience plays a crucial role in this interaction, as their reactions and questions help shape the discussion and provide a platform for Steve Jobs to articulate his vision and responses.

  • How does Steve Jobs conclude his response to the criticism?

    -Steve Jobs concludes by acknowledging that there will be disagreements and misunderstandings, but he believes that making decisions and taking risks is better than remaining stagnant, and he emphasizes the collective effort at Apple.

Outlines

00:00

😎 Steve Jobs' Response to Criticism

In this paragraph, the video script describes a historical moment where Steve Jobs is confronted with a direct and aggressive critique during an Apple event. The critic questions Jobs' intelligence and influence, and then accuses him of not understanding technical aspects such as Java and OpenDoc. Jobs' initial reaction is to pause dramatically, creating anticipation and attention before responding. He acknowledges the critic's point, agrees with some areas where the software might be useful, but emphasizes the importance of a holistic company vision over individual technologies. He also admits to making mistakes, showing humility and humanizing his leadership.

05:08

🚀 Focusing on User Experience and Admitting Mistakes

This paragraph delves into Jobs' philosophy of prioritizing user experience over technology. He recounts the development of the first laser printers at Apple, emphasizing the importance of presenting the end result to the customer, who may not care about the technology but rather the outcome it provides. Jobs also discusses the importance of making decisions and being willing to make mistakes, as it shows that the company is taking risks and moving forward. He acknowledges the hard work of the Apple team and the collective effort in driving change within the company.

10:10

🤝 Embracing Change and the Collective Effort at Apple

In the final paragraph, Jobs addresses the uncertainty and the historical moment of Apple's potential turnaround. He highlights the collective effort of the team at Apple, suggesting that it's not just him but a coalition of brilliant minds working towards change. He also touches on the inevitability of making mistakes, framing them as a positive sign of active decision-making. Jobs concludes by inviting the audience to join his community for further engagement and support, indicating a sense of community and shared vision.

Mindmap

Keywords

💡Criticism

Criticism in this video refers to the negative feedback or challenge Steve Jobs received during a public event. It is a central theme as it sets the stage for Jobs' response strategy. For example, when a member of the audience questions Jobs' understanding of technical details, it is a direct form of criticism that prompts Jobs to reflect and respond thoughtfully.

💡Response Strategy

Response strategy is the approach Jobs takes when addressing criticism. It is key to understanding the video's narrative as it showcases Jobs' communication skills under pressure. The script illustrates this when Jobs acknowledges the criticism, pauses for effect, and then builds his response by agreeing on a common ground with the audience.

💡Influence

Influence is highlighted when the audience member addresses Jobs as a 'bright and influential man,' indicating his prominent position in the tech industry. This term is relevant as it underscores the weight of Jobs' words and actions, and the expectations placed upon him during such public interactions.

💡Technical Understanding

Technical understanding is a concept that emerges when the audience member challenges Jobs on his grasp of technical aspects like 'tricks and masts of Java Open Dox.' This keyword is significant as it brings into question the depth of Jobs' knowledge and his ability to lead a tech company effectively.

💡Aggressive Assertion

Aggressive assertion is evident in the audience member's confrontational tone and direct challenge to Jobs. It is a key concept as it represents the difficult situations leaders may face and how Jobs handles such confrontations, which is a central part of the video's message.

💡Pause

The pause is a deliberate act by Jobs to create a moment of anticipation before responding to criticism. It is a strategic tool in his response strategy, as shown in the script where Jobs takes a pause after being challenged, building suspense and signaling a thoughtful approach to his reply.

💡Common Ground

Common ground is a communication technique Jobs uses to align with his audience's perspective before presenting his own viewpoint. It is exemplified in the script when Jobs agrees with the audience member, 'Yes, he is right in some areas,' which helps to establish rapport and makes his subsequent points more persuasive.

💡Admitting Mistakes

Admitting mistakes is a part of Jobs' response where he acknowledges that not everything has been perfect and that there have been errors. This keyword is important as it demonstrates humility and honesty, key attributes in leadership, as Jobs admits to not having all the answers and making mistakes.

💡User Experience

User experience is central to Jobs' philosophy as he emphasizes starting with the end-user's needs rather than the technology itself. It is a key concept in the video, illustrated when Jobs talks about the laser printer example, highlighting the importance of focusing on what the customer wants rather than the complexity of the technology.

💡Change Management

Change management is the process Jobs describes when he talks about guiding Apple through a transformation. It is a key theme in the video as it reflects the challenges and decisions leaders face when steering a company in a new direction, as evidenced by Jobs discussing the strategic choices and the collective effort of the Apple team.

💡Decision Making

Decision making is a concept that comes up when Jobs discusses the necessity of making choices, even if they might lead to mistakes. It is a key part of the video's narrative as it shows Jobs' approach to leadership and his acceptance that decisions will sometimes be controversial or incorrect.

Highlights

Steve Jobs' unique and engaging communication style during a critical situation.

Jobs' initial amused reaction to a direct and challenging question from the audience.

The importance of a theatrical pause in creating anticipation and focusing attention before responding.

Jobs' strategy of seeking agreement with the audience on a basic fact before moving on to his response.

Acknowledging the rightness of the audience member's point in some areas, showing Jobs' willingness to admit partial correctness.

Jobs' approach to starting with the end-user experience rather than the technology itself.

Admitting mistakes and acknowledging that not all decisions are perfect, showing Jobs' humility.

The emphasis on the collective effort of Apple's team, highlighting that Jobs is not alone in his vision.

Jobs' example of the laser printer to illustrate the importance of focusing on the final user outcome.

The concept that making mistakes is a sign of making decisions and is better than stagnation.

Jobs' reflection on the historical context of Apple during his speech, indicating a critical moment for the company.

The idea that not everyone will be happy with changes, but it's a necessary part of progress.

Jobs' stance on the importance of innovation and not just focusing on pleasing the audience with popular software.

The mention of the 'Crazy Ones' and the invitation to join Jobs' community for further engagement.

Jobs' closing remarks, emphasizing the need for support and understanding of the changes being made at Apple.

The overall message of embracing change and the inevitability of making some people upset in the process.

Jobs' final thoughts on the importance of taking the right path for the future of Apple and its products.

Transcripts

play00:00

Eccoci Come si risponde a una critica o

play00:03

un Attacco frontale magari sei un evento

play00:05

magari sei in una riunione in una

play00:07

situazione diversa Steve Jobs ha in

play00:09

questo video storico che magari avete

play00:11

visto già miliardi di volte una modalità

play00:13

molto interessante di risposta Allora

play00:15

volevo così commentarla insieme

play00:17

analizzarla insieme sapendo che Steve

play00:19

Jobs è da un lato una leggenda per

play00:20

alcuni e dall'altro un gran figlio d'

play00:23

androcchia nelle negoziazioni nei suoi

play00:25

atteggiamenti nella sua durezza rispetto

play00:28

ai rapporti interpersonali via dicendo

play00:30

lascia a voi questo tipo di valutazione

play00:32

Però senz'altro era uno che sapeva

play00:34

comunicare bene Vediamo intanto è un

play00:36

evento e dal pubblico arriva una

play00:44

domanda Allora dal pubblico il tizio gli

play00:47

dice You are a Bright and influential

play00:49

Man sei una persona intelligente e

play00:51

influente e immediatamente Steve Jobs di

play00:54

here it Comes arriva arriva la critica

play00:57

no parte Insomma l'atmosfera già inizia

play01:00

a come dire delimitar Sii però qui la

play01:03

cosa interessante è che la reazione

play01:04

Steve Jobs è quasi divertita numero uno

play01:08

prende atto della situazione in un

play01:09

qualche modo Avvisa il pubblico e dice

play01:11

attenzione allora è arrivato La

play01:23

routino Wow Vi faccio notare che questo

play01:25

tizio appena detto a Steve Jobs in un

play01:27

incontro di Apple che sa di che cosa

play01:31

stia parlando Insomma è un'affermazione

play01:33

come dire particolarmente

play01:49

aggressiva in pratica gli dice che dal

play01:52

punto di vista tecnico chiede una

play01:53

spiegazione su alcuni Trucci e

play01:56

mastrucci Java Open Dox eccetera

play01:58

eccetera Poi In sostanza cosa hai fatto

play02:01

tu negli ultimi 7 anni come dire torni

play02:03

qua e pensi di spiegarci Come si

play02:05

risolvono i problemi Steve non hai

play02:07

capito niente Questo è l'affermazione e

play02:09

la prima reazione di Steve Jobs è gli dà

play02:11

una sguarda Dina l'avete visto lo

play02:13

sguardo che ha dato Appena è finita la

play02:16

sua domanda Ok Cosa hai fatto ne ultimi

play02:19

7

play02:21

anni

play02:23

osservazione pausa

play02:30

Avete visto quanto dura questa pausa

play02:31

Allora una prima lezione dal mio punto

play02:33

di vista è prima di rispondere a una

play02:35

cosa che magari ti fa anche girare i

play02:37

[ __ ] perché magari pensi che sia

play02:39

totalmente scorretta non

play02:42

dovuta fuori luogo però avere quel

play02:45

momento di pausa oltre a creare un

play02:48

contesto di Maggiore interesse rispetto

play02:51

a quello che sia la tua risposta

play02:52

rispetto a rispondere immediatamente

play02:54

dire Ah no no no you Right non so la

play02:56

pausa invece in questo caso è una pausa

play02:58

teatrale Steve Jobs aiuta a creare

play03:02

momento di attesa di attenzione totale

play03:03

attenzione cosa dirà adesso Steve mentre

play03:05

beve dalla bottiglietta

play03:12

puoi far contente alcune persone alcune

play03:16

volte e questo è una prima costruzione

play03:19

della risposta interessante perché cerca

play03:22

di trovare subito un accordo di tutta la

play03:24

platea su un dato di fatto siamo tutti

play03:26

d'accordo Non possiamo essere sempre

play03:28

tutti d'accordo in sostanza

play03:31

altra pausa

play03:34

pausa la pausa In questo caso ti rende

play03:36

anche più interessante No perché dici

play03:39

wow sta pensando Non è facile vedere

play03:41

persone che

play03:46

pensano Ok passaggio importantissimo

play03:49

prima ha preso atto e ha concordato ha

play03:52

fatto concordare tutto il pubblico su un

play03:54

dato di fatto ok Dopodiché parte da una

play03:57

seconda osservazione che quando cerchi

play03:59

di fare un cambiamento le persone come

play04:01

questo signore People like this

play04:02

Gentleman quindi non cerca di

play04:05

maltrattarlo o di smerdo prende atto

play04:08

hanno ragione e come strategia di

play04:10

risposta è interessante qua Steve Jobs

play04:13

non cerca subito di dire No Ma guarda c'

play04:15

ho ragione io so io no dice è vero

play04:17

quando cerchi Car un cambiamento alcune

play04:20

persone come questo signore hanno

play04:21

ragione dice Ma come ha ragione Allora

play04:23

ha ragione lui e è vero che tu non

play04:25

capisci niente No no

play04:27

no in alcune aree ha fatto una

play04:30

dichiarazione Ha ragione ha ragione in

play04:33

alcune

play04:46

aree Che cosa fa il vecchio Steve in

play04:48

questa parte della risposta Sì ha

play04:50

ragione in alcune aree e il software in

play04:52

questione senz'altro può avere una sua

play04:55

utilità particolare ma

play05:08

bilon

play05:09

bilon Boom e questo è il punto dove

play05:13

vuole arrivare nel momento in cui

play05:14

vogliamo vendere un enorme numero di

play05:18

software di prodotti e parliamo di

play05:20

miliardi 8-1 miliardi di dollari e deve

play05:22

essere una visione complessiva di tutta

play05:23

l'azienda a quel punto come facciamo a

play05:26

far rientrare quel tipo di scelta quel

play05:28

software che magari va bene scopo

play05:30

dimostrativo per una piccola nicchia

play05:31

come si innesta in una visione

play05:33

complessiva e qui in sostanza lo Inizia

play05:36

a

play05:56

smontare questa parte è interessante

play05:59

forte utile a tutti quanti perché ti sta

play06:01

dicendo Non puoi partire dalla

play06:03

tecnologia per cercare poi di

play06:07

rifilarti finale devi partire

play06:09

dall'utente finale dal cliente e poi a

play06:11

quel punto pensare quale tecnologia puoi

play06:14

attingere quale tecnologia puoi

play06:15

Sviluppare e ammette l'errore questo è

play06:17

un altro aspetto importante in tutta la

play06:19

sua risposta in questo momento ha dato

play06:22

ragione al signore in alcune are

play06:24

trattandoli in modo educato e gentile e

play06:26

dall'altro lato ammette di non avere

play06:27

tutte le risposte di aver fatto un sacco

play06:29

di di cazzate anche lui vediamo come

play06:38

prosegue

play06:49

Comec benefit

play07:05

questo qua è il suo solito pippone avete

play07:07

notato peraltro che è passato a essere

play07:09

in piedi a fare la sua iniziale ringa e

play07:11

poi per dirti ma noi che cosa veramente

play07:14

vogliamo fare op si è seduto perché è un

play07:16

momento più riflessivo no magari casuale

play07:19

magari non so magari gli viene distinto

play07:21

però dà un peso diverso in questo modo

play07:23

ai vari argomenti e qua prosegue nella

play07:25

sua filippica dicendo che partiamo dalla

play07:27

tecnologia ma partiamo

play07:31

And I think that's the right Path to

play07:33

take I Remember with the

play07:39

laserer We built The world's first Small

play07:42

laser printers you know And there was

play07:44

Awesome technology in That box We had

play07:46

the first Canon laser Printing Cheap

play07:48

laser Printing Engine in the world in

play07:50

the United States here at Apple We had a

play07:53

very wonderful printer controller that

play07:55

We designed We had Adobe popt software

play07:57

in there We had Apple talk in there

play07:59

Awesome technology in the box and I

play08:02

Remember seeing the first Uh Print out

play08:06

come out of

play08:07

it and just picking it up and looking at

play08:10

thinking you know we can Sell thisse you

play08:14

don't have to know anything about What's

play08:15

in That box all we have to do is hold

play08:17

this up and Go do you want this and if

play08:19

you can Remember Back to 1984 before

play08:20

laser printers It was Pretty startling

play08:23

to see that People went Who

play08:27

Yes and

play08:43

app Ok in questo caso per rafforzare la

play08:47

sua risposta da un lato ha dato un

play08:49

esempio di quello che dovrebbe essere la

play08:51

strada giusta nel caso la stampante a

play08:53

laser che porti il risultato finale alla

play08:56

persona e dici Vuoi questo tipo di

play08:58

stampa e l'utente dice Wow fantastico

play09:00

non gliene frega niente di come è venuta

play09:02

fuori parto dall'esperienza dell'utente

play09:04

finale e dall'altro lato Ancora una

play09:06

volta rincara la dose scusandosi In

play09:09

sostanza dicendo Mi dispiace che il

play09:12

software in questione apprezzato dal

play09:14

nostro amico nel pubblico non sia parte

play09:18

di questa strategia e senz'altro faccio

play09:21

errori non ho la soluzione ai problemi

play09:22

del there A Whole

play09:25

People super super hard Now Apple

play09:36

John People you know hundreds of people

play09:39

below them to

play09:42

execute on some of these Things and

play09:44

Doing their

play09:49

best qui quello che va a fare

play09:52

raccontando e dando merito alle persone

play09:55

che stanno lavorando in Apple In

play09:56

sostanza sta anche dicendo Guarda non

play09:59

sono solo io a vederla in questo modo

play10:02

abbiamo un sacco di gente in gamba che

play10:04

sta andando in questa direzione quindi

play10:07

non sono ins solitaria in questo

play10:10

cambiamento che voglio portare in Apple

play10:11

mi ricordo che qua è l'Apple che non

play10:14

conosciamo adesso era l'Apple Mh

play10:16

funzionerà o non funzionerà riusciranno

play10:18

a risollevarsi era un momento storico di

play10:19

quel tipo e in questo modo mettendo

play10:21

davanti il lavoro anche di altre persone

play10:23

straordinarie è una diciamo coalizione

play10:26

di cervelli che andrà a fare questo

play10:29

cambiamento e non è lui in solitario e

play10:32

l'altra cosa che va adesso a fermare è

play10:33

che ci

play10:38

saranno questo è un altro bellissimo

play10:41

concetto errori ci saranno ma è

play10:44

un'ottima cosa perché significa che

play10:45

stiamo prendendo decisioni e questa a

play10:47

volte la paura

play10:49

[Applauso]

play10:49

[Musica]

play11:01

Times as Money

play11:05

hone and and Damn

play11:10

Applications App Market my own Point of

play11:13

mistakes We Made some people will be

play11:15

pissed off some people will not know

play11:17

what they talking about but I think it

play11:20

is so much Better Than Where Things

play11:25

were allora nel momento in cui va a

play11:28

chiudere la sua ringa ti dice ok non

play11:31

sono da solo ci sono altre persone

play11:33

dobbiamo supportarle anche se ce le

play11:34

stanno cercando di portare via le

play11:36

supportiamo facciamo questo cambiamento

play11:38

ci saranno errori alcune persone non

play11:41

saranno contente altre persone non sanno

play11:43

di che cosa Stan parlando leggera

play11:45

allusione al tizio che ha fatto la

play11:47

domanda quindi smontato completamente

play11:49

alla fine di questa riga però in modo

play11:50

educato ma penso che poi ci arriviamo e

play11:53

peraltro nel caso di Steve ciè arrivato

play11:56

per davvero se ti è piaciuto questo

play11:58

video e vuoi entrare più in contatto

play12:00

entra nella mia community Crazy Fury

play12:03

Crazy Fury ci ritroviamo ogni giorno

play12:05

abbiamo un evento annuale abbiamo una

play12:07

call su zoom dove io rispondo a tutte le

play12:09

domande ci sono anche le altre persone

play12:11

Abbiamo sconti collaborazioni è il posto

play12:14

giusto per entrare più in diretto

play12:16

contatto Se ti interessa Crazy fiori

Rate This

5.0 / 5 (0 votes)

Related Tags
Steve JobsCriticism ResponseInnovationLeadershipApplePublic SpeakingTech IndustryStrategic ThinkingUser ExperienceMistakes