Apple Inside. From Jobs to the Janitor.

Interesting to see two notable Apple features in the news this week.

Millward Brown publish their BrandZ “Most Valuable Brands 2011” showing Apple brand valued at $153bn (almost half it’s MarketCap) knocking Google off the No1 position for the first time.

Fortune publish an article giving an extraordinary picture of life within Apple, in which Steve Jobs keeps a “top 100” coterie who are told key decisions ahead of time and bawls out entire teams for failures.

It’s the latter that is of most interest to me.

The Fortune article indicates that Apple is driven by Jobs’s personality: “the creative process at Apple is one of constantly preparing someone – be it one’s boss, boss’s boss, or oneself – for a presentation to Jobs,” writes Adam Lashinsky, who calls him “a corporate dictator who makes every critical decision”

The article is presently only available as a paid download via the Fortune app on Apple’s iTunes Store, or as an Amazon “single” costing 69 pence.

Insights include:-

The “Jobs culture” extends through the company; everyone is meant to know what Jobs would think, so that they can do it without reference

Jobs wants to institutionalise his way of running and driving the business, and to that end has created an “Apple university” which codifies how Apple is run into a curriculum that can be taught to Apple employees.

Every employee is to be issued with a WWJD (What Would Jobs Do) wristband

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One Comment

  1. For legal reasons, I must point out that the wristband point is untrue. I used it as a metaphor for Jobs thinking he can walk on water and create some kind of Apple cult. Unlike the Chritian movement, I dont believe his followers will increase when he’s gone.

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