Beijing time on October 15th, the American technology blog website Cultofmac published an exclusive interview record with former Apple CEO John Sculley on Thursday. In this recent interview, Sculley talked about the 12 entrepreneurial creeds of Apple’s current CEO Steve Jobs, including paying attention to product design, putting user experience first, and perfection. ism and recruiting the best talent, and so on. In 1983, Jobs hired Sculley from Pepsi-Cola. To persuade Sculley to join Apple, Jobs said one of his famous quotes at the time: "Do you want to spend your life selling sugar water, or do you want to seize the opportunity to change the entire world?" After Sculley joined Apple, he and Jobs Serves as co-CEO of Apple. In the initial period of time, the two were indeed able to learn from each other's strengths. However, due to poor sales of Mac machines, the relationship between Jobs and Sculley became increasingly estranged, and both hoped to use the hands of Apple's board of directors to expel the other. Sculley ultimately prevailed on Apple's board of directors. In 1985, days after his 30th birthday, Jobs was ousted from the board of directors of Apple, the company he founded. When Jobs left Apple in 1985, he took more than 10 employees with him and founded a new company, NeXT Computer Company. In the mid-1990s, Apple fell into multiple crises due to the lack of market appeal of various product lines. Because of this, Sculley was forced to leave Apple in 1993. Apple officially announced its acquisition of NeXT in August 1997, and Jobs returned to Apple and took charge of the company again. Sculley has been reluctant to speak publicly about his relationship with Jobs since he left Apple. But Sculley recently made an exception and accepted an interview with Cultofmacm website, and talked about his working relationship with Jobs back then, Jobs's personal secret to success and other topics. Sculley said: "When I was working at Apple, I learned a lot of experience in product development and marketing from Steve Jobs. Now so many years have passed, Steve Jobs still adheres to his entrepreneurial philosophy. I feel that after all these years, There have been no major changes in Jobs' entrepreneurial principles. To say that there has been a change, it can only be said that Jobs' entrepreneurial philosophy has become more rigorous." Sculley originally refused to be interviewed by the Cultofmac website and said that he currently has no contact with Jobs. Cultofmac said that the interview was not focused on how Sculley had a bad relationship with Jobs, but that he wanted Sculley to talk about Jobs's successful experience. After Cultofmac's strong request, Sculley finally agreed to be interviewed. In this interview, Sculley talked about Jobs's 12 entrepreneurial creeds: 1. Appearance design Sculley said: "Both Steve Jobs and I believe that product appearance design is very important. And Jobs especially believes that the success of product appearance design , will determine whether the product can bring a good experience to users... We have studied the works of Italian designers... We have studied the car models designed by Italian designers. The two of us have studied the accessories installation, car paint, and materials used in these models. , color and other elements. It should be said that except for the two of us, no one else in Silicon Valley was studying these things. Although I was very interested in design, studying car design was actually a lot of ideas proposed by Jobs. One thing that people still don’t understand is that Apple is not just a company that makes computers. Apple attaches great importance to product design and makes its products occupy a dominant position in the market. 2. User experience Sculley said: “Jobs often starts from the beginning. Look at product performance from the perspective of user experience. He believes that user experience must run through all Apple product lines, whether it is Apple desktop computers or iTunes music services, in product manufacturing, supply chain links, marketing, and specialty stores. , Jobs attaches great importance to user experience." 3. Advanced concepts. Sculley said: "Jobs once said: 'If a user doesn't understand what a graphics-based computer product is, how can I ask him about a graphics computer? How to design it? Because no one has seen this product. He believes that if you show a calculator to others, they will not understand the direction in which computers will develop in the future. The reason is that calculators and computers are different. The gap between them is too big.” 4. Perfectionism Sculley said: “Jobs believes that every detail of the product should be paid attention to, so that every aspect of product design and manufacturing can be perfect.” 5. Visionary Sculley. Lee said: "Jobs said that computers would eventually become products that consumers could afford. This view was very advanced in the 1980s, because most people at that time believed that the so-called personal computer was just a small version of a large computer. version, IBM held this view at the time. Others believed that PCs were just for playing games... But Jobs looked at things from a different perspective. He believed that computers would change the world and believed that computers would become. The so-called 'thinking bicycle' means that computers can allow the public to perform activities that they could not even imagine before. Computers are not game consoles, nor are they simplified versions of large computers... Jobs had his own unique views on computers.

" 6. Less is more. Sculley said: "The reason why Jobs's product development ideas are unique is that he always believed that the most important decision we make is not what we do, but what we don't do. He believes in the philosophy of ‘less is more’ and wants to simplify things again and again. Simplicity does not equate to simplicity. Jobs was a person who had a big-picture view and was able to simplify and organize complex things. " 7. The best talents. Sculley said: "Jobs has a unique vision. He is good at discovering talents and trying to draw these talents to his side. Jobs had a kind of charisma that made other talents willing to gather around him and work together to turn Jobs' product ideas into reality... Jobs would often seek out the most talented people in the technology field, and would also perform poaching activities in person. And don’t allow others to do it for you. " 8. Pay attention to details. Sculley said: "One of Jobs's requirements for products is that products should be able to 'change the world.' Another requirement is to pay attention to every detail of the product, including product design, software, hardware, system operation, applications and peripheral products, etc... Jobs will be involved in product marketing, design and other matters. " 9. Downsizing Sculley said: "Jobs didn't like large-scale corporate structures. He believed that if the scale of the company was too large, it would lead to low efficiency and create a group of 'foolish employees'. Jobs once said that the Mac team should not exceed 100 employees. In other words, if you want to add a new employee, you must let go of an old employee. Jobs once said: 'I can't remember the names of more than 100 employees, and I want to deal with employees I know well. If the number of employees exceeds 100, we have to adopt a different corporate structure, but I am not comfortable with this approach. I want to know something about the work I manage. ’ At least while I was at Apple, Steve Jobs always adhered to this management philosophy. " 10. Reject defective products. Sculley said: "Apple is like an artist's studio, and Jobs is a highly skilled craftsman. He walked around the studio and commented on various works. In many cases, Jobs would reject works that did not meet the requirements. … Apple software engineers would show their software code to Jobs, and after reading it, Jobs would make a statement: ‘You’re not doing a good enough job’. Jobs always pushed Apple employees to maximize their work potential, so Apple employees often came up with products they had never thought of before. On the one hand, Jobs would inspire employees' work enthusiasm; on the other hand, Jobs would reject substandard products. " 11. Strive for excellence. Sculley said: "Like Steve Jobs, Microsoft Chairman Bill Gates is also extremely outstanding. But the major difference between Gates' behavior and Jobs's is that Gates never focuses too much on a certain product. He is more interested in how to make Microsoft products occupy a dominant position in the market. To achieve this goal, Gates will introduce or cancel a product from the market. But Jobs would not do this. He had an attitude of striving for excellence in products. ” 12. Global thinking Sculley said: “Just from the Apple iPod music player, you can see Steve Jobs’ concept of global thinking. He is not only a product designer, but also a global thinker. You won't find people like Steve Jobs in other companies. Other company executives are only responsible for their own scope of work, and other matters are handled by other executives. The Apple iPod, from product design to marketing, is executed in accordance with Jobs's perfectionist requirements.

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