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Chief Culture Officer: How to Create a Living, Breathing Corporation by Grant McCracken

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CHAPTER 1
GETTING PAST GURU
Being Steve Jobs
 
 
 
 
“HE’S A GENIUS.”1
 
“Jobs is indispensible.”2
“Steve Jobs is the key to Apple success . . . [W]ithout him [Apple’s] future is very much in doubt.”3
People talk about Steve Jobs as if he were one of a kind. Clearly, he is a remarkable man. When we look at what he’s done for Apple, cell phones, digital content, the art of design . . . well, he has earned our admiration.
But when it comes to helping Apple navigate culture, Steve Jobs may be less indispensible than we think. With a more systematic approach to culture, many could do what Jobs has done. Let’s not be blinded by the “cult of personality.” It’s good for Jobs. It’s good for Apple. It’s not so good for the rest of us. We have made ourselves ...

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