To claim that this book will help you become a billionaire like Steve Jobs would be an insult to your intelligence "(16). We are reassured.
1 - The 7 Principles to think otherwise
... Font each the subject of a chapter:
Do what you like
Open a hole in the universe
Give your brain
Sell dreams, not products
Say "no" a thousand times if necessary
Make an experience for your customers
Spread the message vote
2 - The Innovation Secrets of Steve Jobs ...
- Narre history of Apple, Steve Jobs, not just its reflection in terms of contributions linked to innovation, but also examples of various companies, often American (OK, there Dyson English! ) .. and not necessarily be extrapolated to France (besides which, the "land of smelly cheese" knows Bill Strickland, see page 40).; but it always includes the underlying idea.
- Book of good examples of cross-fertilization (see the example of Japanese rice cooker and its impact on the creation of a Mac, 107!) And strategic vision, saying that vision and its implementation (93 sq .). C. Gallo recalls that "Kennedy did not sell a space program, it offers freedom from oppression." In 1983, Steve Jobs does not sell computers, it offers freedom from a world dominated by IBM (82). Apple on the launch of 1984, cf. 82 sq.
- Discusses the concept of relevance with flagship store (214 sq.) That we have at heart!
The reader will also appreciate the main advice chapter heading, style and cutting the book; they direct reading, which thus can be rapid.
In short, a motivational book, refreshing, which requires a cross and complete reading in order to understand how to sell an innovation.
3 - The marketer regrets
As often, we (also) acids!
We initially regretted the trend towards hagiography the mythologizing of Steve Jobs (9, 13, 16, 20 ...) and the erection of a mechanical innovationnelle archetype, no real critical distance. Forget that Steve Jobs has its dark side, is put aside his Buddhist spiritual awakening in which training is also accompanied by failures, insecurities, vulnerabilities. We would have liked to discover those of Steve Jobs, not voyeurism, but to better understand the intellectual journey of the character beyond the messianic appearance presented by Carmine Gallo. Just like some pikes launched:. The methods for generating innovation "make me think, says Jobs, these people who want to look cool while they are not .. This is laborious . Like when Michael Dell try to dance "(11).
Also, what was the reaction Jobs during his dismissal from Apple? How was it rebuilt?
Specify that Steve Jobs "has faith in the product seller it creates, the inordinate passion for evangelizing, the obsession of purpose which is proper to fanatical and determining the poor child succeed in life "(78) is not enough ... even plunges the reader into a useless pathos (Jobs was not a" poor child ", it was adopted as yet Carmine Gallo we stated elsewhere in the book).
Argued that the employees of Xerox 'were gifted to design copiers, but they had no idea what a computer could do "(70) forget that Apple has taken over one of Xerox's innovations: the mouse (invented in 1963)! So much so that, according to Wikipedia (although this passage lack of reference), Jobs convinced officials Xerox (...) interest to let Apple share this knowledge. An agreement was also signed, and Xerox will invest one million dollars in Apple shares. A sort of sum license transfer.
Finally, explain something with a unique perspective seems simplistic and worrying. Here for Apple, there to Google (How Google eats the World (2010), Daniel Ichbiah; The dark side of Google, Ippolita) even up to resume in Chapter 1, that would make Steve Jobs the title? The method Google: Google would do for you, Jeff Jarvis?. Can this lead to a kind of "economic revisionism"? Newton of the flop are not addressed (185), as is the lack of Flash on iPhone and iPad (202) ...
4 - Then we are surprised ...
- In the absence of strategic analysis, the inspiration for Jobs explain everything. So nothing about Pixar's business strategy (74 sq.), Nothing about the tendency to monopoly of Apple (140, 143 ...). Not much in the fight (and the alliance) against (and with) Microsoft (75 sq.).
- Lack of parallel with other reasoning as interesting as those of Steve Jobs. We invite the author to read Disruption: breaking the conventions and reshape the market, Jean-Marie Dru (118).
- In using the term "people" (? Legacy translation) can shock, especially when used with relative condescension: "If a product pleases Jobs and his collaborators, he likely will appeal to a multitude of people outside the company, enough to ensure its popularity and profitability "(138). Approach also encored p. 151: "what works for him will work equally for customers of Apple." Tiring.
Finally, we note fairly standard absences in marketing works:
- Non-sourced quotes chapter heading
- Promotional self paragraphs (56, 251)
- Rehearsals (74, 246, 259 ...)
Finally, I leave you to ponder the "sentences that kill"
- "If Jobs had not been trained in calligraphy, your life would probably be different" (29).
-. "We do not need consultants We're just looking to make great products" (136)
... And I run a troll by relying on this quote (16): "this man is a living legend, which has its place in history." Agree? Disagree?
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