The Real Reason We Can’t Stop Talking About Steve Jobs

Why do we remain so obsessed with Steve Jobs a year after his untimely death?

Sure, a large part is that Jobs was a business legend who built what is now one of the most valuable companies in the world, thanks to innovative, appealing products ranging from Apple‘s Mac and iPod to the iPhone and the iPad. And he was a design whiz, a master marketer, a uniquely demanding leader, a disruptor of industry after industry, a visionary, a dreamer–any of which would warrant close attention during his life.

If he hadn’t been any of those things, and hadn’t done everything he did, we certainly wouldn’t be paying so much attention to him–least of all a year after he succumbed to the ravages of pancreatic cancer. But he’s hardly the only phenomenally accomplished CEO or company founder. So it seems doubtful that’s why many of us, from the press to Apple customers even to people who don’t use Apple products, seem so interested in the man.

I think the biggest reason we can’t hear enough is simply because, like too few other CEOs, he came across as a genuine human being–complete with all the foibles and faults that today’s corporations so often manage to scrub clean from their leaders’ images. (You can certainly argue that he was a jerk, but that this was not hidden in the least is what I mean when I say “genuine.” You knew what you were getting with Jobs.) And this is despite Jobs’s and Apple’s own hermetically sealed environment when it comes to media coverage.

Jobs was fanatical about secrecy for his company’s doings, but his outsized personality defied any attempt to keep a lid on stories of how he operated as a leader, a friend, or even a subject of a random encounter. Plus, he was an inveterate storyteller himself, someone who seemed constitutionally unable to keep himself under wraps. It’s a lesson to business leaders that, while you have to deliver the goods, it also helps your company to show that you’re not just a talking head.

And so on this day when so many people are looking back at Jobs, his legacy and his life, here are a few places to indulge another look at the legend and the man:

* Longtime tech writer and Forbes staffer Connie Guglielmo’s magazine piece on Untold Stories About Steve Jobs.

* In an accompanying piece with videos, friends and colleagues reminiscenses about Jobs.

* A collection of stories on Quora, some from well-known tech figures as well as others who had personal contact with him.

* My own Five Small Stories About Steve Jobs from a year ago.

Read the rest of the list of story collections at The New Persuaders.

About these ads

Viewers Give Apple’s ‘Genius’ Olympic Ads A ‘D’ For Dumb

From my Forbes.com blog The New Persuaders:

Apple is well-known for its iconic advertising from the 1984 ad to the “Get a Mac” (“I’m a Mac, I’m a PC”) campaign. And for good reason: They got people’s attention and, each in their time, crystallized Apple’s essential appeal.

The current campaign? Not so much.

The ads, which debuted during the Olympics’ opening ceremony, have come in for scathing reviews. They depict an Apple “genius” from its Genius Bars helping clueless new Mac owners do, well, pretty simple stuff with their Macs.

And that description is the root of the problem in the minds of critics. One especially qualified critic, former Apple adman Ken Segall, offered a litany of reasons why the ads miss the mark, responding to his Apple fanboy alter ego. A couple of them in particular struck me as on the mark based on my own initial reaction:

“Be honest now. That Genius guy is perfectly cast.”

You’re kidding, right? He does an excellent job of fitting the stereotype of an Apple Store Genius, but that’s not necessarily a good thing. These spots are actually cast as if they’re sitcoms — with exaggerated characters like the father-to-be in Labor Day, or the passenger in Mayday, or the sleazy PC store owner in Basically. The spots try to make their points through comedy alone, with little sense of authenticity in characters or situations.

And …

“I did wonder if it was a good idea to make customers seem so clueless.”

Therein lies another problem with this campaign. In the effort to show that the Genius is the most helpful guy in the world, Apple has created customers who, shall we say, are on the dim side. In past ads, Apple has shown “ordinary people doing extraordinary things,” simply because Apple products are so easy to use. Now we have thick people who want to be better, but need a Genius to help. Not exactly flattering. 

Read the complete post at The New Persuaders.

Follow

Get every new post delivered to your Inbox.

Join 81 other followers