I came across this cartoon today at Hugh MacLeod’s blog, gapingvoid. It gave me pause. Partly because I think that Hugh makes a joke about something that is probably partly true, and partly because, in so many ways, the CEO of an innovative consumer electronics and technology company has become something of a rockstar. Full disclosure… I have Apple technology all over the place. At home. At work. In my car. I am writing this blog post on my MacBook Pro which is connected wirelessly to the internet via the Apple Airport, and I am streaming music from Apple iTunes on my computer wirelessly to speakers with Apple’s Airport Express. So, just so I’m very clear, I’m an adherent. Steve’s technology works really, really well for me.
That’s all fine and good, but the CEO of Sony is not a rockstar. The CEO of Intel is not a rockstar. We don’t even really know for sure who the CEO of Dell is anymore, and while you could argue that Bill Gates is a rockstar… I would have to respectfully disagree. Bill Gates is just rich.
I think that Steve’s rockstar quality is in part due to how well he has connected with the audiences for Apple’s products. Like a great band, he gives the people what they want and leaves us anxiously awaiting the next tour. The man is not glamorous, he’s not flashy and really, he’s not that memorable… other than when he presents. And that’s the other part. Steve Jobs has become a master at the unveiling and the presenting of the new offerings from Apple. So much so that these presentations are standing room only. What other CEO can pull that off?
People are constantly writing about how Steve Jobs (and his probably enormous support team) approaches these presentations. The use of multi-media, guest appearances, and the stringing of the audience along are masterful. His slides are elegant and very well done and have inspired people all over the world to improve their boardroom presentations. His slides are also incredibly simple, beautifully graphic and visual, and he navigates them with ease and confidence. The man is a smooth presenter. On stage, as a presenter and as the CEO of Apple, this non-flashy, non-glamorous, almost forgetful individual exudes style… and he does so in a completely conversational and genuine way. The multi-media is merely a backdrop and supportive of his message, and his visuals are in perfect alignment with what he is saying. Now, if you have seen more than a couple Apple Keynotes by Steve, you quickly understand that his presentations are built on solid and consistent organization. This is what creates the flow, what makes his presentations more about hearing a really great story. The fact that, up on stage, he also seems calm, at ease, and immensely approachable allows everybody to focus on exactly what he is saying, on the story he is telling. I think that Steve Jobs is perhaps the most at ease, human presenter I have ever seen. He makes it look so easy. He is a rockstar.
These keynotes always look so effortless and so easy. A lot of people just think that is who Steve Jobs is, and that doing these incredible presentations in front of millions of rapt fans is a totally natural thing for him. It’s not. The man is charismatic, but like a great band, he and his team practice and drill, they refine and hone, then practice more until everything is incredibly well tested, rehearsed, and choreographed. How could we not think he is a rockstar? With all of the effort put into these presentations he is, by default, a rockstar. Back in the 1970’s when Peter Frampton brought arena rock to the world, he made it look easy and effortless too. Steve Jobs is bigger than Frampton.
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August 29th, 2007 at 7:57 am
I’ve never thought of Jobs in this light. But I will now. I’d also add that he cuts a little against the grain. He’s got more than a little ego, which is defintely a prerequisite for rockstardom. And he’s willing to say, “F**k you. I’m going to do it my way.” Just like many, if not all, of the great rockstars of our time. I also think there’s a large amount of jealousy on the part of the public. We all want to be Steve Jobs, at least within the capacity allowed by our daily lives.
August 29th, 2007 at 12:56 pm
Yes. His reputation is that of an unrelenting perfectionist, and he is known to be very hard on the people that work for him. This is driven in large part by his legendary ego. But, clearly, it has worked. All of that together creates the “rockstar” persona, I guess. Either way, the man has gone a very great distance in the pursuit of a successful vision.
I don’t think I want to be him. I’d rather be Bono. Or the entire band of Shonen Knife. Or Hugh Hefner.
September 10th, 2007 at 8:10 am
Check out this article. It provides some good insight into what you’re discussing here.
http://www.pbs.org/cringely/pulpit/2007/pulpit_20070906_002891.html
September 10th, 2007 at 7:32 pm
Great article, and a great story. I have to say that I totally agree with the whole iPhone pricing fiasco actually being carefully calculated. It could not have been done any way but on purpose and after serious cost/benefit analysis. Steve Jobs knows what he is doing, and his team is all over the Apple customer, and future customer.