Page 22 - The Apple Experience

CHAPTER 1

Dream Bigger

We attract a different type of person, someone who really
wants to get in a little over his head and make a dent in the

universe.

—Steve Jobs

As the world mourned the passing of Steve Jobs in October 2011,

commentators were discussing the principles that made Apple a success.

During an interview with the ABC News program 20/20, correspondent

Deborah Roberts asked me about the role vision played in Steve Jobs’s

success. “Vision is everything,” I said. “A bold dream attracts evangelists, and

no lasting brand can be built without a team of dedicated people who share

the vision. Passion fuels the rocket; vision directs the rocket to its ultimate

destination.” You simply cannot build an organization that delivers an

extraordinary customer experience unless you have a clear vision of the type

of experience you plan to offer.
How did Steve Jobs start a company in the garage of his parents’ house

and grow it into one of the most valuable companies on the planet? Did it

take passion? You bet. Hard work? Creativity? Ingenuity? Yes, yes, and yes.

But it all started with a vision that could not be contained within the small
confines of the garage: to put a computer in the hands of everyday people.

Once the vision was established, everything else fell into place. Vision was

everything. Steve Jobs’s vision was not to make a load of money and retire on