As A designer or
An engineer. But
he’s one of the
greAtest users of
ever. thAt’s Been
his secret Asset.
by cliff kuang
consider the greatest decision he ever made. It didn’t happen in a garage in Cupertino, California, sweating with Steve Wozniak as they dreamed up a computer for the common man.
Or in a conference room, as managers told him that no one would ever pay $400 for a portable
music player. Or in another conference room, as new managers told him no one would ever
pay $400 for a cell phone. Rather it was in an almost forgotten annex on the Apple campus.
Jobs had recently come back to the company after a 12-year hiatus working for two of his
own startups: NeXT, which made ultra-high-end computers, and Pixar. He was taking a tour of
Apple, becoming reacquainted with what the company had become since he’d left. It must have
been a sobering, even ugly, sight—Apple was dying at the hands of Microsoft, IBM, Dell, and
other competitors that were doing what Apple did, only cheaper and with faster processors.
In a dusty basement across the road from Apple’s main building, Jobs found a solitary
In the wake of Steve JobS’S reSIgnatIon, let’S