This is a continuation of an article of the world’s most innovative entrepreneur, Apple CEO Steve Jobs.
to see the First Part, click here.
It’s a funny thing about life; if you refuse to accept anything but the best, you very often get it. —W. Somerset Maugham
Principle 8: Perfectionism.
About his boss, John Sculley recalled, “He was also a person that believed in the precise detail of every step. He was methodical and careful about everything — a perfectionist to the end.”
Principle 9: Hire the best.
Jobs is charismatic and resourceful about inviting the absolute best and most capable people out there to join him, and he personally does the recruiting. He knows that one of the most important resources of a business is its people.
In the Philippines, business leaders who are notable in recruiting the best talents to join them include the Zobel de Ayala family of the Ayala Group and Andrew Tan of Megaworld and Alliance Global.
Tycoon Ernest Cu, formerly of SPI, has been invited to head the Ayala Group’s Globe Telecom. Also, the brilliant Aurelio “Gigi” Montinola III and talented TG Limcaoco are scions of wealthy families, yet they lead as presidents of the Ayala Group’s Bank of the Philippine Islands (BPI) and BPI Family Bank, respectively.
Principle 10: Sweat the details.
Although Steve Jobs dreamed of “changing the world,” he wasn’t just floating in the clouds and dreaming. He was one entrepreneur who thoroughly knew and actively got involved with the numerous nitty-gritty details, from product design and software to hardware and advertising campaigns, etc.
In the Philippines, Teresita “Tessie” Sy-Coson of BDO and SM is hardworking, disciplined and respected for her attention to detail. Years ago I mentioned in passing that I knew a person whose husband manages a factory near their then-under-construction SM San Fernando mall; months later she called my cell phone to ask if she could hire that guy’s wife.
Principle 11: Keep it simple.
Steve Jobs doesn’t like oversized, unnecessarily complicated and unwieldy organizations. Specifically, it is interesting to note that he prefers the group or division he heads to have no more than 100 people. Jobs once said that he could remember only up to 100 first names of people. Indeed, to be lean and mean is better, whether for business organizations or even the bloated and often overstaffed government bureaucracy!
Principle 12: Customer experience.
John Sculley said, “He always looked at things from the perspective of what was the user’s experience going to be? The user experience has to go through the whole end-to-end system…”
Sadly, not a few very rich companies are weak in the area of customer satisfaction. I hope the Philippines will have more consumer-rights activists to protect our rights as customers.
This writer is personally disappointed with the customer service of a telecom firm, despite my then being a member of its high-volume clientele category, which they claimed would receive personalized attention. However, when my cell phone encountered problems such as not receiving all text messages or long messages that were cut in half, the customer-service response was so slow and lazy I decided to downgrade to the lowest postpaid plan and apply for a third line from another firm.
As shown in Steve Job’s remarkable life as a successful capitalist, the true and ultimate test of business success is not just big profits but customer satisfaction.