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Steve Job

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Instituto Tecnológico y de Estudios Superiores de Monterrey
Campus Sinaloa

Resumen: iCon Steve Jobs
The Greatest Second Act in the History of Business

Resumen: iCon Steve Jobs
The Greatest Second Act in the History of Business

Tabla de contenido Prologue 3 1. Flowering and Withering 3 1.1 Roots 3 1.2 A company is born 4 1.3 Let´s be pirates! 4 1.4 Learning to fail 5 2. New Beginnings 5 2.1 The NeXT step 5 2.2 Show business 5 2.3 Mater of ceremonias 6 2.4 Icon 6 3. Defining the future 7 3.1 Mogul 7 3.2 Breaking new ground 7 3.3 iPod, iTunes, therefore I am 8 3.4 Clash of the titans 8 3.5 Showtime 8 Bibliografía 9

Prologue
El libro comienza con la narración de un uno de los momentos más grandiosos en la vida de Steve Jobs, en enero de 2000 en la Expo MacWorld en San Francisco, donde anuncia deja de ser CEO interino para convertirse en el nuevo CEO de Apple. El público grito por varios minutos su nombre, cuando por fin Steve comenzó hablar dijo que tenía el mejor trabajo del mundo que era trabajar todos los días con las gente más talentosa del planeta en Apple y Pixar. Algo que hace 15 años jamás hubiera reconocido, pero las cosas eran diferente, Steve había cambiado. Steve Wozniak co-fundador con Steve de Apple Inc., esta ahí y no pudo más que reconocer a su compañero.

1. Flowering and Withering

2.1 Roots
Steve Paul Jobs nació el 24 de febrero de 1955 en San Francisco, California. Fue adoptado por la pareja Paul y Clara Jobs. Para la edad de 10 años Steve estaba interesado en la electrónica, era un niño solitario y desafiaba continuamente a sus profesores y tuvo varios problemas en la escuela, así que convenció a sus padres para mudarse en 1976 a Los Altos y asistió a la escuela de Cupertino Junior High School, donde conoció a Bill Fernández, quien le presentaría tiempo después a Steve Wozniak, cinco años mayor que él y empezarían a trabajar en un dispositivo. Rápidamente Steve reconoció las habilidades de Woz y creció la amistad entre ellos.
Steve asistió a Reed College en Portland Oregon, pero para los 18 años dejó la escuela, adoptó un estilo hippie, consumió frogas y decidió irse a la India en un viaje espiritual con su amigo Dan Kottke, pero el viaje no calmó su fuego interno y regresó a Silicon Valley. Siguió trabajando para Atari y renovó su relación con Woz, con quién construyó y vendió “blue boxes” que permite a los usuarios hacer llamadas de larga distancia de forma gratuita.

2.2 A company is born
Para 1975 Woz siguió trabajando en el dispositivo, y fue Steve quien vio el gran potencial para crear una computadora, convenciendo a Woz para crear una compañía. Steve pensó en el nombre Apple Computer, recordando una granja de manzanas que visitaba con sus amigos en Oregon. Y así lanzaron Apple I, tuvieron algunos problemas al principio para obtener capital, pero Steve tenía gran talento para lograr sus objetivos, a pesar de sus tantos defectos en su personalidad.
Al poco tiempo sacaron Apple II, una computadora completa y luego Apple Computer Company se convirtió en una corporación. Apple II comenzó a ser reconocida, pero Steve Jobs comenzó a tener problemas con los empresario en Apple y hasta con su amigo Woz, tuvo fuertes peleas con Mike Scott presidente de Apple quien pensaba que Steve causaba muchos problemas y decidió quitarle autoridad a toda costa.
Por otro lado la vida personal de Steve Jobs no iba muy bien, su pareja Chris-Ann quedó embarazada la niña Lisa nació en mayo de 1978, , pero Jobs negó su paternidad, aún cuando la prueba de ADN dio 94.97% de probabilidad de que él era el padre.

2.3 Let´s be pirates!
Aún con todo el éxito de Jobs, él no estaba feliz, la Apple II era la computadora de Woz, por lo que comenzó un nuevo proyecto llamado LISA, comenzó a trabajar con Xerox, exigió demasiado a su equipo y estaba fuera de control, por lo que Scotty lo sacó del proyecto. Esto fue la primera gran humillación para Steve.
Aún así Steve para diciembre de 1980 era uno de los hombres más ricos del país y de los más jóvenes.
Luego Steve Jobs vio el trabajo de Jet Raskin, una computadora que llamó Macintosh, por el tipo de manzana que más le gustaba. Era una computadora de fácil uso, que trabajaba de inmediato desde que la prendías. Steve puso al mejor equipo para trabajar en el proyecto. Pero gracias a la gran personalidad de Jobs, Raskin fue sacado de su propio proyecto.
En esos días IBM esta ganando mucho mercado e introdujo su versión de computadora personal. Pero Steve veía a su personal de Macintosh como piratas, como renegados de la corporación, mientras que LISA fue el rotundo fracaso.
En 1983 Steve Jobs tenía que encontrar un nuevo presidente que le permitiera hacer lo que quisiera y convenció a John Sculley presidente de Pepsi preguntándole que si iba a vender agua con azúcar el resto de su vida cuando podía estar haciendo algo realmente importante.
Macintosh fue lanzada al mercado en 1984 en los comerciales del Super Bowl.

2.4 Learning to fail
Así pues Steve tenía el control de Mac y Lisa, pero las ventas fueron disminuyendo, para los usuarios IBM era una marca de confianza en el mundo de las computadoras personales y no Apple.
Los problemas eran cada vez mayores en Apple, el equipo de Mac se sintió menospreciado y mal pagado y Woz renunció a Apple. Finalmente comenzó la batalla entre Steve y Sculley por la presidencia, pero este último tomó el control, desapareció el equipo de Lisa, sacó a Steve de Macintosh y finalmente despidió a Steve. Quien renunció en 1985, vendió sus acciones y se quedo solo con un pequeño porcentaje.

2. New Beginnings

3.5 The NeXT step
En este tiempo conoció a su hermana Mona, novelista reconocida y creo su nueva compañía NeXT, y fue en este tiempo cuando IBM contrató a Bill Gates en lugar del sistema NeXTSTEP de Jobs, que lo convertiría en lo que hoy es Windows.

3.6 Show business
Fue aquí donde Steve Jobs incursionó al mundo del entretenimiento por accidente y triunfó.
George Lucas en ese tiempo estaba trabajando con dos grandes científicos en computadora Ed Catmill y Alvy Ray Smith, también el animador John Lasseter, quienes permitieron crear gran parte de las animaciones en las películas de Star Wars entre otras, y su gran sueño era hacer películas completamente creadas a computadora, tan reales y vívidas como fuera posible. Cuando Lucas se divorció vendió sus estudios a Steve Jobs y fundó la compañía Pixar, creando la computadora Pixar Image Computer la cual no se vendió.
Fue cuando John Lasseter entró en acción y creo un cortometraje animado Luxo Jr. Y fue nominada al Oscar mostrando su gran potencial. Sin embargo no fue hasta Tin Ton cuando por fin ganaron el Oscar, lo que sería luego la historia de Toy Story.
Pero fue RenderMan software el que permitió que la empresa siguiera en pie, Steve Jobs se estaba quedando sin financiamiento, su otra empresa se estaba hundiendo.

3.7 Mater of ceremonias
En este tiempo grandes películas con efectos especiales a computadora comenzaron a tener éxito, punto que no paso desapercibido por Disney, quien rápidamente contacto a Jonh Lasseter sobre un largometraje, completamente a computadora y un contrato de al menos 3 películas, donde DIsney se llevaría la mayor parte junto con la publicidad, pero el acuerdo tardó mucho en ser un hecho.
En 1991 Steve Jobs se casó con Laurene y su vida personal tomó otro giro, se acercó a su hija Lisa y tuvo hijos con su esposa.
Finalmente Disney comenzó las negociaciones y comenzó la aventura de Toy Story, creando los personajes como Woody y Buzz, contratando grandes actores para hacer las voces y dándole grandes matices a la historia.
Cuando de repente Disney decide cancelar el proyecto por una serie de problemas, pero luego de largos reuniones el proyecto volvió.

3.8 Icon
Las cosas no iban muy bien para Apple, el sistema operativo de Bill Gates era dominante y algo tenía que hacer Apple, por lo que Gil Amelio decidió dar a la compañía un nuevo sistema operativo y contactó a Bill y Steve para que presentaran sus proyectos. Fue Steve con NeXTSTEP y lo compró, salvando no solo a Steve sino también a su empresa. A la vuelta de un tiempo Steve Jobs se convirtió en CEO interino, después de 13 años de haber sido echado de su propia empresa, y lo primero que hizo fue llamar a Gates para poner a Microsoft de su lado. Asumió la campaña con la frase “think different”, y después de 5 meses bajo su comando Apple volvía a ser rentable.
Por otro lado en dia de acción de gracias de 1995, se estrenó Toy Story ganando miles de millones, las críticas fueron impresionantes y finalmente se había convertido en el que el siempre había imaginado, Steve Jobs era un icon.

3. Defining the future

4.9 Mogul
Steve dijo que Pixar tenía la oportunidad de convertirse en el próximo Disney, no reemplazarlo, sino en el próximo Disney.
Para estos momentos Steve Jobs era un billonario y el nuevo contrato con Disney se negoció en siete películas más. Luego de Toy Story siguió Bug´s Life la cual también se convirtió en un éxito total. La competencia no se hizo esperar y Jeffrey Katzenberg, antiguo trabajador de Disney creó Antz, de DreamWoks, pero Bug´s Life ganó en la taquilla. Toy Story 2 otro gran éxito, seguido de Monsters, Inc., en el 2001, sin duda una de las películas más taquilleras animadas.
Steve estaba dejando su marca en dos de las industrias más prominentes.

4.10 Breaking new ground
Steve se dio cuenta que el internet era la prioridad para sus computadoras en ese momento, junto con grandes avances en diferentes y nuevas características y funciones, Apple creó iMac la lanzó en 1998.
Jobs comenzó a ver el mundo tal y como es, no como el quería que fuera, lo que lo hizo más abierto a trabajar con otros. Comprendió que el éxito no había venido del hardware o software sino del contenido.
Apple adquirió un paquete de una pequeña compañía llamada Casady and Grene, SoundJam MP, quienes crearon juegos para Macintosh. Jeff Robbin tomó un trabajo en Apple y desarrollo un mejor software de MP3 player. Para entonces se estaba creando lo que hoy se conoce como Napster, que permite a los usuarios descargar música, sin tener que comprarla.
Steve comenzó a ver el gran potencial de esta industria de la música, y su amor por la misma, por lo que desarrollo un nuevo producto llamado iTunes.

4.11 iPod, iTunes, therefore I am
Habiendo introducido a la compañía en este mundo, Steve vio el potencial de los reproductores de MP3, por lo que se alió con Portal Player para crear el iPod. El dispositivo te permitía descargar tu música desde su computadora, era pequeño, blanco, sencillo y caro. Pero la gente lo amó. Primero solo permitía a los usuarios de Apple el servicio, pero luego se unieron los de Windows, atrayendo aún mas mercado.
ITunes Music Store logró obtener los derechos y tener la música completamente legal, se fueron uniendo artistas como Dr. Dre, U2, Eminem, entre otros. Apple se preocupó por proteger a la industria, no permitiendo que diferentes iPods pudieran bajar la música de diferentes computadoras.
Ahora Steve había revolucionado la industria de la música.

4.12 Clash of the titans
El nuevo proyecto de Pixar con Disney era Buscando a Nemo, pero Eisner, el presidente de Disney pensaba que iba a ser un fracaso. Los constantes pleitos entre Steve y Eisner fueron grandes y memorables, Eisner llego a decir que lo que Pixar tiene que ellos no era Jonh Lassseter, para enfurecer a Steve.
Buscando a Nemo fue un éxito rotundo, lo que ocasionó una revuelta en Disney y Steve juro no volver a trabajar con Disney mientras Eisner fuera el presidente.
Pixar tenía suficiente dinero para hacer sus propias películas, por lo que lanzó su proyecto sin Disney, su proyecto más riesgoso, Los increíbles. Otro éxito sumado, y Pixar se dio cuenta que podía producir y financiar sus futuras películas sin Disney.
Steve tuvo cáncer, pero luego de su operación volvió rápidamente a trabajar.

4.13 Showtime
Steve esta en la cima del mundo, sus nuevos sistemas operativos son más seguros que los de Windows, y se crearon nuevas funciones y sistemas como iWork, iMovies, iPhotos, Safari, etc. El iPod y iTunes por encima de las expectativas y Apple tuvo su mejor trimestre en la historia desde su creación en el 2005. Y aunque las Macs son más caras que las PCs, los compradores cada vez quieren y requieren entrar al universo Apple.
Así pues, Steve a sus 50 años, se ha convertido en un icon en tres diferentes industrias, y solo hay que preguntarse que mundos más está por conquistar.

Bibliografía

Young, J., & Simon, W. (2005). iCon Steve Jobs, THE GREATEST SECOND ACT IN THE HISTORY OF BUSINESS (1ª edición ed.). USA: Wiley.

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...to change the world for the better. That’s the same way that one man thought back in the early 1970’s. This man was Steven Paul Jobs. Over the last 30 years he has paved the way for an industry that is constantly changing. He was a man that came from nothing and showed the world that anybody who dreams for something can accomplish it. He is a leader not only in business but also in the world. Many people look up to him, including myself, and I would one day hope to possess an ounce of the leadership that he had. I have already attained my associate’s degree in business administration in June of 2011 from Orange County Community College in Middletown New York. While there I learned the basics to what it takes to become successful in the business industry. The reason that I chose this degree is because I work for Best Buy. When I started there I knew that I wanted to be more than a part timer. I knew that one day I wanted to work my way up the ladder and become a bigger piece to the puzzle. So I worked hard and decided to start college. Now that I am a supervisor and that I have one degree under my belt I just want to continue the push myself to do more. The next step would be management in my job, and I hope to have that within the next 6 months. While trying for that, I will be completing my bachelor’s degree at Devry University. Most management jobs, I have seen, ask for a minimum of a bachelor’s degree. This will pave the way for my future in a business field that continues...

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Steve Jobs

...The Jobs family Steve Jobs was born on February 24, 1955, in the city of San Francisco. His Biological mother was an unwed graduate student named Joanne Simpson, and his biological father was either a political science or mathematics professor, a native Syrian named Abdulfattah John Jandali. In 1950s, the baby was put up for adoption. Joanne had a college education, and she insisted that the future parents of her boy be just as well educated. Unfortunately, the candidates, Paul and Clara Jobs, did not meet her expectations: they were a lower-middle class couple that had settled in the Bay Area after the war. Paul was a machinist from the Midwest who had not even graduated from high school. In the end, Joanne agreed to have her baby adopted by them. Paul and Clara called their new son Steven Paul. While Steve was still a toddler, the couple moved to the Santa Clara County, later to be known as Silicon Valley. They adopted another baby, a girl called Patti, three years later in 1958. Childhood Steve was quite a turbulent child. He really didn’t care about school for some time — until he reached the 4th grade, and had Imogene “Teddy” Hill as a teacher. She did bribe him, with candy and $5 bills from her own money. He quickly became hooked — so much so that he skipped the 5th grade and went straight to middle school, namely Crittenden Middle School. It was in a poor area. Most kids did not work much there, they were rather fond of bullying other kids, such as the young Steve. One...

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Steve Jobs

...Steve Jobs: The Leader of Choice Donal G. Matheny Anderson University Abstract It is a widely accepted notion that leadership is an inherent trait. However, there are many proponents of evolutionary views which imply that leadership may be developed. It is indeed quite hard to verify the validity of any of the theories for it is almost impossible to account for initial inclinations and environment of a future leader. However, Steve Jobs’s experience proves that making of the greatest leaders requires a combination of both natural traits and experience in the context of specific situations. Nowadays everybody is talking about Steve Jobs and his revolutionary products. He undoubtedly created an immense viral obsession with new a generation of products and in some way created the market for these products. However, the path of his development as a leader proved to be faulty in some places. Steve Jobs has carved out a great leader from the obsessed entrepreneur he was a long time ago. Steve Jobs: The Leader of Choice Steve Jobs will be remembered for many accomplishments in his life, such as taking technology to the masses, the creation of Apple, and most notably and arguably most famous, the IPOD. His biggest accomplishment, though, is his road to becoming one of the great leaders of our time. He was able to achieve this through his many failures, his creativity, and determination to succeed. All of these combined to make an innovative leader with a vision and desire...

Words: 1791 - Pages: 8