The book says exactly that: "it opens the scenes of the business the most secretive in the world." Written as a journalistic article, he tries to understand what made Apple not a business like any other. The reasons for this uniqueness? There are dozens in the pages of the book. The first of all is certainly the one that everyone admits: "break the codes," perfectly conveyed by the famous slogan "Think different" from the days of the Mac line. There are many others that affect the organization, functioning, behavior, working methods, etc 'We can also find - some have said - that the inner workings of Apple s operation 'just be akin to those of a "sect" within the meaning of community or clan solidarity freely, with its rules (the secret), beliefs (the vision of S. Jobs) gurus (the "ExecutiveTeam") , mantras ("less is more"), his spiritual "quest" (a better world through excellence, perfection, innovation). It would be a "sect" progressive, forward-thinking, whose purpose is to design beautiful revolutionary products that everyone expects.
And talk about the Apple company gives it a metaphysical or philosophical dimension she can not have because it is primarily a profit-making enterprise. However, it is the sentiment that emerges from the book Lashinsky. The engine of this great capitalist philosophical adventure was the vision and the creative genius of its founder S. Jobs. This leader "productive narcissist" had three main features: 1) an inspired vision, 2) an ability to decide quickly, 3) an overriding determination. The certainty of being on track is recorded in Apple genes, and the success gave him the assurance of leaders. Some see it as arrogance, but it had the direct effect of authorizing Apple to do things his way and rewriting the rules wherever it suited ... Break the code and enact its law so.
The book goes through as an exciting detective story written out of order, the facts and analysis are not related in chronological order. It is divided into 10 chapters as follows:
1. Rethinking Leadership - Summary S Jobs, the man many consider the most imaginative, determined and persuasive of his time, a leader "tyrannical" but appreciated and respected by his troops and his enemies.
2. Cultivate the secret - the Apple trademark, total secrecy, no exchange, no networking, partitioned operating in autarky, which maintains the mystery inside and outside, ensuring that those who know will know that what they need to know and are fully detached from any social pressure, media, financial ...
3. Focus obsessively - The paranoid obsession with detail and that "almost Buddhist will" only focus on a limited selection of objectives (outputs). Being completely focused on what we do, one thing at a time, why it is done and done always keeping in mind the ultimate goal. Follow his path, do not be distracted or diverted.
4. Keep in mind start-up - Why and how a very simple managerial structure and ultra efficient, offering everything that makes the strength of a start-up: determination, responsiveness, feeling of all being personally involved in a vital common project. A true sleight ride for a giant 60,000 people, where it is never passed over 2 weeks for a key decision to be made '.
5. Engage followers - Brief description of the great "gurus" recruited by S. Jobs. Tim Cook (then the master of the operations, the CEO of today), Jonathan Ive (the brilliant designer), S. James Forstall (the supreme software developer), and some others ... Their route before Apple , how they were selected and recruited, their relations with S. Jobs.
6. Mastering his message - a less exciting chapter describing the obstinacy of Apple to deliver a simple message, clear, relevant, and the nature of its relations with the media. On the marketing department entrance wall are written the words: "SIMPLIFY, SIMPLIFY, SIMPLIFY," and the first two are crossed a wide oblique. Why three words when one is enough ...
7. Dominating his friends, crush his enemies - in the relentless jungle business, our friends one day soon become our enemies tomorrow. Uncompromising with his friends, ruthless with his enemies, fierce advertising campaigns or virulent trial, Apple behaved in a way that partners and competitors do everything in order not to get angry. Forewarned is forearmed ...
8. Looking beyond his successor - logical and designated successor to S. Jobs, Tim Cook could be only a transition as Apple CEO viscerally need to transform. The University created for Apple Apple has its own MBA, an MBA in his image, in order to perpetuate a different vision of the company and the entrepreneur. But all companies are deadly, and S. Jobs knew '
9. Inspiring imitators - Belief that ran Silicon Valley for years, that it should not be trying to imitate Apple to succeed, has reversed today. The imitators are becoming more numerous, including among former Apple but not imitate innovate course '.
10. "One more thing" - Now that the curtain has fallen on the life of its creator, Apple values can they survive it? That is the question. Lashinsky not THE answer, but he gives us food for thought and we propose its reasoned vision.
An easy book to read, and intriguing to the last line. Then of course, depending on whether one is pro or anti Apple, we find that the story of Lashinsky is objective or subjective, and it will raise the question of whether the content was "approved" by Apple forums. Whatever. Personally, I found many elements of reflection and understanding of the path followed by S. Jobs, elements that have an interest far beyond the simple world - already complex - the enterprise. You just take the time to read between the lines a bit ... even if you are already a freed Apple!
