Gibt es eigentlich überhaupt jemanden in Werbeagenturen für den Steve Jobs nicht irgendwie so etwas wie ein Held ist? OK, mal abgesehen von den ITlern, die sich um den Support der «DOSen» von DELL kümmern müssen.

So oder so hat der Apple Günder den einen oder anderen wirklich guten Spruch rausgehauen. 10 davon habe ich ausgewählt, weil ich finde, dass Steve Jobs eine Menge Inspiration und Mutmachendes gerade für Agenturleute bereit hielt. Hier ein paar meiner «Alltime Favourites»:

Jobs zum Thema «Am falschen Ende sparen»:
«The cure for Apple is not cost-cutting. The cure for Apple is to innovate its way out of its current predicament.» (aus Apple Confidential: The Real Story of Apple Computer)

Jobs zum Thema «Übertriebene Research-Hörigkeit»:
«For something this complicated, it’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.» (aus Bloomberg Businessweek)

Jobs zum Thema «Talent für Kreativität»:
«Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesize new things. And the reason they were able to do that was that they’ve had more experiences or they have thought more about their experiences than other people.» (aus »Steve Jobs: The Next Insanely Great Thing» in Wired).

Jobs zum Thema Simplizität:
«That’s been one of my mantras — focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.» (aus Bloomberg's Business Week).

«When you first start off trying to solve a problem, the first solutions you come up with are very complex, and most people stop there. But if you keep going, and live with the problem and peel more layers of the onion off, you can often times arrive at some very elegant and simple solutions.» (aus Newsweek)

Jobs zum Thema Innovationskultur:
«Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It’s not about money. It’s about the people you have, how you’re led, and how much you get it.» (aus Fortune Magazine).

«The system is that there is no system. That doesn’t mean we don’t have process. Apple is a very disciplined company, and we have great processes. But that’s not what it’s about. Process makes you more efficient … But innovation comes from people meeting up in the hallways or calling each other at 10:30 at night with a new idea, or because they realized something that shoots holes in how we’ve been thinking about a problem. It’s ad hoc meetings of six people called by someone who thinks he has figured out the coolest new thing ever and who wants to know what other people think of his idea.» (aus Bloomberg's Businessweek).

Jobs zum Thema Designqualität:
«We made the buttons on the screen look so good you’ll want to lick them.» (aus Fortune Magazine).

Jobs zu seinem Antrieb:
«Being the richest man in the cemetery doesn’t matter to me … Going to bed at night saying we’ve done something wonderful… that’s what matters to me.» (aus The Wall Street Journal).

Jobs über Führungsqualität:
«You’re missing it. This is not a one-man show. What’s reinvigorating this company is two things: One, there’s a lot of really talented people in this company who listened to the world tell them they were losers for a couple of years, and some of them were on the verge of starting to believe it themselves. But they’re not losers. What they didn’t have was a good set of coaches, a good plan. A good senior management team. But they have that now.» (aus Bloomberg's Businessweek).