Steve Jobs and the Transition to Apple to with Mike Markkula
Steve Jobs after the success of Apple I, Jobs realized that Paul Terrel of Byte Shop, who was his first customer was right. In order for a product to be a consumer product, it needed to be fully packed.
He envisioned that next computer they produce should have everything from circuit boards to keyboard. He had learned from his father about being a perfectionist.
He very well understood that a perfectionist will take care of things that no one observed. One of those things included insuring that the power supply was also done well.
Steve Wozniak was a hardware guy, and like all computer-hobbyists power supply was not a difficult task. But for a general person it may be difficult. Steve Jobs took care of it.
He needed significant funds for carrying out its production. Steve went back to his old friends at Atari and had a meeting fixed with President Joe Keenan. Nolan Bushneel had liked Steve Jobs for his unconventionality, and he was the one due to which he got Jobs in Atari Before going to India. But Joe, never liked Steve’s style.
Steve put forth his idea and presented there plans for future, and asked for investments regarding the same matter. But because he was shabby, was without footwear and stinked, they refused. Another unsuccessful attempt was Commorde Comouter Company.
This spur out a dispute between Jobs and Wozniak. Woz had always liked the idea of being engineer and was never upto businessmen and entrepreneurship, same was his father.
Jerry Wozniak stated that Jobs didn’t deserve a shit as he had not made anything. Jobs started to cry, he told Woz that he was ready to quit if they both were not 50-50. Wozniak knew he would have been freely distributing his hard work on streets if Steve Jobs would not have been there, and he respected Jobs.
And another thing was Steve Jobs vision for consumer products. Steve Jobs was visioning a consumer product. He asked Ronald Wayne to design a case. He tried to make it as simple as possible, assuming that they won’t have money, but Jobs did not like his case. Result being him starting new search.
At a Homebrew meeting, he offered a local consultant, Jerry Manock, $1,500 to produce such a design. Manock, dubious about Jobs’s appearance, asked for the money up front. Jobs refused, but Manock took the job anyway. Within weeks he had produced a simple foam-molded plastic case that was uncluttered and exuded friendliness. Jobs was thrilled.
The cost for the plastic casing came out to be around a hundred thousand dollars. He needed funds. And he found this time apt to knock the door of Nolan Bushnell offering him a third of Apple for $50k. And Nolan Bushnell rejected the offer. A mistake that he realized late in life.
Bushnell gave reference of Don Valentine, straight shooting marketing manager. He upon first meet found Steve to be odd, with his unordinary beard, ans resembalance with Ho Chi Minh.
Valentine realised that he was having a vision but does not know anything about marketing and selling things, door to door salesmanship could never take him any where. He asked him to make someone partner who had knowledge of marketing.
Steve usually never used to like people older than him, giving him advice, but he took it. He asked Valentine for 3 suggestions. And Jobs in no time had Mike Markkula as a member.
Jobs and Wozniak both liked his personality and more important was that he loved what they both were doing and was well awareof the environment for he had worked at Intel earlier. There this partnership, shaped the future of Apple marketing and major portion of other marketing culture remained same for the next 20 years. It had a influence of John Sculley also when he was the CEO after 1984.
There partnership was such that Steve Jobs considered him a father figure. And he had set principle for marketing that are even followed and practiced today ”
They broiled down there marketing over 3 basic principles with the first being: “We will truly understand
their needs better than any other company.” This was to insure that they could appeal to audience’s heart. Next was: “In order to
do a good job of those things that we decide to do, we must eliminate all of the
unimportant opportunities.” The third and equally important principle,
awkwardly named, was impute. It basically signified that people’s opinion for a company or product based on the signals that it conveys. “People DO judge a book by its cover,” he wrote. “We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, #professional manner, we will impute the desired qualities.
Now the company was setup, and #investment done. The next thing was how to get it selling. This started with there first ever launch event. We know that Steve Jobs had great oration and presentation skills that were he used to sell products. The first West Coat Computer Faire was in the year 1977. It was in #SanFransisco and Jobs chose and booked a spot of his choice as soon as he got to know about the event.
Mike wanted to make a great impression on people so that they remembered people for long. And Steve had his #perfectionist #attitude. The result of fusion of both was attention to minor details also. Other companies had hard tables for display, Apple had a counter draped in black velvet.