"Start With The Customer Experience and Work Backwards" Steve Jobs
I stumbled upon this video of Steve Jobs from a 1997 Apple Developer's Conference where he tackled a prickly question from an audience member. The questioner was particularly insulting in the way he asked his question of Jobs, but what amazed me was how Steve responded.
The audience member questioned the merits of Java compared to OpenDoc, a multi-platform software component framework Apple decided to phase out. He told Jobs he didn't know what he was talking about and finishing by asking where he had been the past seven years. A lot of us have heard stories about how fiery and abrasive Jobs could be, but what struck me about his response to the question was how measured and visionary he was. He could have insulted the audience in return, but he said he was "right" on some things. He then laid out the big picture of what Apple was trying to do in a much broader context, and it all starts "With the Customer experience, and then working backwards."
This was all pre-iPod, pre-iTunes, pre-anything amazing really, so for jobs to stand there and deliver such a measured, brilliant justification for killing off, what at the time might have been considered a pretty important software platform. It leaves you with a sense of how much of Apple's future Jobs foresaw, and how he was trying to affect change.
How many times have your ideas been challenged and your first instinct was to respond defensively? It takes a real leader to respond in an unemotional thoughtful way. Jobs addressed the question and won the debate fair and square.
I wonder how that audience member feels today, knowing what we know about Apple, which went on to become the most valuable company in the World.
Just thought I would share that.
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8yInteresting post... I read an interesting article recently, "The 2016 Top 10 Critical Success Factors To Determine Who Wins And Who Fails In The Age Of The Customer", delivered by Forrester. There is broad recognition that empowered customers are changing the fundamentals of the market. In response, most companies are executing strategies that place the customer at the centre of the universe. The problem is one of magnitude and speed. Many companies have underestimated the magnitude of change needed to operate a customer-obsessed business and the speed required to catch up to dynamic customers and disruptive competitors. According to Forrester, in 2016, the gap between customer-obsessed leaders and laggards will widen. You can read more on this at "How to win in the Age of the Customer" - https://www.linkedin.com/pulse/how-win-age-customer-simon-berglund Simon Berglund Helping organisations improve their human capital management practices
Six two and even, over and out. Time to ski a lot more.
8ySo late to this table but this is unbelievably awesome. Thanks for finding and posting. This should be required viewing in every board room...I can only think about the scores of enterprises totally focused on operations, squeezing the most out of current resources, making this month's numbers...that don't REALLY, HONESTLY and STRUCTURALLY have one ounce of true concern for the customer journey and ultimate total experience - and how it can truly differentiate...and drive. Just imagine how many companies, especially in industries with low CX rankings and products perceived as premium-priced, could benefit from this approach. Thanks again for sharing.
Providing a story-driven approach to humanizing business. Wayfinder, Futurist, Executive Coach
8ySteve Jobs was a brilliant Design Thinker. Job's used EMPATHY as the centerpiece of his human-centered design process. #DesignThinking
Learning & Development Manager
8yExcellent ! Thanks for sharing.
It's interesting watching this, having lived through 18 months under the leadership of one of Jobs' "sons", Ron Johnson. I totally agree - you have to start with the customer experience and focus on what they want or what you can bring to their attention. The tricky part is in how you execute that strategy. Clearly in our experience, it was not a "Field of Dreams" scenario. The ideas were there ... the customer experience driving the vision. What lacked was an understanding (or disregard) of the types of experiences our customers really wanted - because he wanted a different type of customer than what we already had. Never alienate the customers you have who are already loyal to you. Find ways to engage them AND others with new ideas.