Leander Kahney has a terrific interview with John Sculley, Steve Jobs’s partner-turned-nemesis at Apple Computer in the early and mid 1980’s. A very conciliatory Sculley talks about Jobs as design fanatic, business strategist, and teacher.
If you go back to the Apple II, Steve was the first one to put a computer into a plastic case, which was called ABS plastic in those days, and actually put the keyboard into the computer. It seems like a pretty simple idea today, looking back at it, but even at the time when he created the first Apple II, in 1977 — that was the beginning of the Jobs methodology.
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The Mac team they were all in one building and they eventually got to one hundred people. Steve had a rule that there could never be more than one hundred people on the Mac team. So if you wanted to add someone you had to take someone out. And the thinking was a typical Steve Jobs observation: “I can’t remember more than a hundred first names so I only want to be around people that I know personally. So if it gets bigger than a hundred people, it will force us to go to a different organization structure where I can’t work that way. The way I like to work is where I touch everything.” Through the whole time I knew him at Apple that’s exactly how he ran his division.
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Great advertising comes from great clients. The best creative people want to work for the best clients. If you are a client who doesn’t appreciate great work, or a client who won’t take risks and try new stuff, or a client who can’t get excited about the creative, then you’re the wrong kind of client.
Most big companies delegate it way down in the organization. The CEO rarely knows anything about the advertising except when it’s presented, when it’s all done. That’s not how we did it at Pepsi, not how we did it at Apple, and I’m sure it’s not how Steve does it now. He [was] always adamantly involved in the advertising, the design and everything.
Full interview here.