Leading Apple With Steve Jobs: Management Lessons From a Controversial Genius

Don’t Just Enter a Market, Build a Market

Leadership has to start with creating great products, things that contain a wow factor. At Apple it was not just about a new product; it was about creating a market or changing a market. Steve changed forever the entertainment market with the iPod, the way media is distributed with iTunes, the handheld media device that also makes calls with iPhone, and retailing with the way customers are treated in the Apple stores—to name just a few of his market changers.

Shortly before writing this chapter, I was in Korea again, this time at the invitation of Samsung, to talk about the Steve Jobs principles, and this was a central point of my discussion: You can’t sustain your place in a market without market-changing innovation. That comes from the whole product, not just the hardware.