Page 57 - The Apple Experience

idea,” Ive told the audience. “And sometimes they were. Sometimes they
12
were truly dreadful. But sometimes they took the air from the room and left

us both completely silent: bold, crazy, magnificent ideas or quiet, simple ones

which, in their subtlety, their detail, were truly profound.” Jobs loved the

process of creativity and approached it with a “rare and wonderful reverence,”

according to Ive. Jobs pitched “dopey” ideas, and he expected people to give

him open, honest feedback. He could also be harsh with Ive, but he expected

Ive to defend his ideas. Both men cherished the process and realized that
innovation cannot flourish without the open exchange of ideas and feedback.

But without fearlessness, the process breaks down.

In remembering Jobs, Ive said, “He better than anyone understood that

while ideas ultimately could be so powerful, they begin as fragile, barely

formed thoughts, so easily missed, so easily compromised, so easily squished.”

Ive thrived for more than ten years under Jobs because he was fearless. He

wasn’t a wallflower. Ive pitched ideas passionately even though he knew there
would be a good chance Jobs might cut them down with a curt, harsh

rejection. But he had the confidence to go toe-to-toe with Jobs.

CHECKOUT

1. Go toe-to-toe with Jobs. When evaluating potential talent, ask yourself, “Would

this person have gone toe-to-toe with Steve Jobs, or would he or she have been
mowed over?”

2. Provide Ritz-Carlton customer service. If your job candidate passes the first

question, ask yourself a second, “Is this person capable of providing Ritz-Carlton
level customer service with the right training?”