Leaving Apple and coming back after 12 years, Steve Jobs learned an important "soft" skill that turned him into a "2.0 version" that helped the company escape the brink of bankruptcy - Photo 1.
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Leaving Apple and returning after 12 years, Steve Jobs learned an important "soft" skill that turned him into a "2.0 version" to help the company escape the brink of bankruptcy.


Steve Jobs is the co-founder, president and former CEO of Apple technology giant. He is one of the most influential and admired people in the computer industry in the world.

According to John Sculley, who served as CEO of Apple during 1983 to 1993, Steve Jobs became the most successful business leader thanks to a skill of communication and relationship creation. simple.

That is the listening skill. Despite this, Sculley shares with CNBC Make It that Steve Jobs is not natural but has instead taken 12 years to leave Apple to cultivate it.

In the late 1980s, Steve Jobs resigned from Apple due to conflicts with Sculley and board members about the company's strategic direction. Over the next 12 years, he built some other projects like Pixar and Disney acquired. Later, he founded another computer software company called NeXT in 1985 before returning to Apple.

Steve Jobs in a NeXT event.

Steve Jobs versions 1.0 and 2.0

In 1997, Apple bought NeXT for $ 429 million and invited Steve Jobs to return to work. Sculley said Jobs was now a completely different person and described him in two company terms like "Steve Jobs version 1.0 and 2.0".

Steve Jobs 1.0 is a conservative and unshakable man while Steve Jobs 2.0 is more mature and willing to listen to others' opinions.

Leaving Apple and returning after 12 years, Steve Jobs learned an important "soft" skill that turned him into a "2.0 version" that helped the company escape the brink of bankruptcy - Photo 2.

Steve Jobs (left) and John Sculley.

Sculley talks about Jobs 1.0: "Steve was brilliant at seeing the future of the world for 20 years. He convinced himself and everyone that he was always right."

However, Steve Jobs 1.0's weakness is not as listener as Steve Jobs of many years later. This change opened up many new ways of thinking for Jobs. In the years after returning to Apple, he was considered to be the main person responsible for saving the company from the brink of bankruptcy.

Today, under the leadership of Tim Cook, who replaces Steve Jobs as CEO before his death in 2011, Apple is ranked as the world's second largest public company in terms of market capitalization.

Recently, according to the ranking of Forbes magazine, the company continues to be the top name in the list of the world's most valuable brands in 2019. Apple brand value reached nearly 206 billion USD, up 12% compared to last year. This is also the first time the value of a brand exceeds 200 billion USD.

In addition to Steve Jobs, Sculley also evaluated Microsoft's CEO, Satya Nadella is a good listener. Not long ago, Sculley met John Thompson, chairman of Microsoft and asked what was the biggest contributor to Nadella's success. The answer he received was: "He is a great listener and has an open mind. It is these two factors that help Nadella steer the corporation in difficult times. That really creates a big difference at Microsoft ".


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