He had a network of over eight billion dollars in 2010

He is one of my personal favorite entrepreturs of all time

He is Steve Jobs from Apple and here is his top ten rules for success

The thing I would say is

when you grow up, you tend to get told that the world is the way it is

and your

your life is just to live your life inside the world, try not to bash into the walls too much

Ah, try to have a nice family life

have fun, save a little money

but life

that's a very limited life

life can be much broader

once you discover one simple fact

and that is everything around you that you call life was made up by people there were no smarter than you

and you can change it, you can influence it

you can, you can build your own things that other people can use

and the minute that you understand that you can poke life in actually

something you know you push in, something you pop out the other side

you can, you can change it

you can mold it

Ahm, that's maybe the most important thing

is to shake off this

this ... notion that life is there and you're just gonna live in it

versus, embrace it, change it, improve it

make your mark upon it

Uh, I think that is very important

and however you learn that once you learn it

you'll wanna change life and make it better

cause it's kinda messed up in a lot of ways

once you learn that, you'll never be the same again

People say you have to have a lot of passion for what you're doing

And it's totally true

and the reason is

is because it's so hard that if you don't, any rational person would give up

it's really hard

and you have to do it over a sustained period of time

so if you don't love it, you don't have fun doing it

you don't really love it

you're gonna give up

and that's what happens to most people actually if you really look at

at the ones that ended up

you know being successful "on quote the eyes of society" than the ones that didn't

often times, it's the ones that were sucessful love what they did so they could persevere

you know, it got really tough

and... and the ones that didn't love it, quit

cause they're ???????

right, who would wanna put up with this stuff if you dont love it

so, it's a lot of hard work

and ... and it's a lot of worrying constantly

and ... if you don't love it, you're gonna fail

so you gotta love it, you gotta have passion

we had absolutely no idea what people gonna do ....

because we can't afford to buy it a computer to the market so we liberated

some parts for new Packard and tari quickly i'm not report down design for

about six months and decided that

I would build on computer so we built and i was up till four in the morning

for many moons and we've got it working we showed some reference immediately

everybody want and it turned out to talk about 40 hours to build one of these

things in about another 20 30 40 bucket and we have a lot of friends at work

that similar companies who could liberate the parts also have seven Mary

screaming of arts in line

helping our friends to build computers and it's just going to be a tremendous

strain on our on our lives so we got the idea one day that that we could make a

printed circuit board without the parts and selling black printed circuit boards

to our friends and probably cut the assembly and debug time down that you

know five ten out

so wat soldiers hpc calculator and i sold my van we got 1,300 bucks together

and they are a friend of ours who is this a pc board layout person 1,300

bucks to do is lay out the side we sell printed circuit board that twice what it

cost to build them and hopefully recoup our calculator and transportation some

later date

so that's what we did and I was out trying to peddle PC boards one day and

walked into a bike shop the first by chopping out of you and Paul Terrell

then owner of the bike shop said you would like to take 50 of these computers

and I saw dollar signs in front of my eyes

and what he had one catch was that he wanted them fully assembled and tested

ready to go

which is a new twist so we spent the next five days on the phone with

distributors and convince the electronics parts distributors around

here to give us about ten thousand dollars with the parts are thinner this

time Susie as so we got the parts and we built a hundred computers and we sold 50

of them for cash and 29 days paid off with distributors and that's how we got

started so we have 50 computers leftover while that man we had to sell so then we

started worrying about marketing wearing red distribution got on the phone with

the other computer stores around the country and gradually the whole thing

began to build momentum and at that point in time we had some feeling that

we were onto something

but the feeling was is so different than the experience of actually seeing it

happen right now it's entirely different and sometimes a lot of a lot of people

ask what did you know it was going too much go into this phenomenon and you can

say yeah you know we planned it out we have led on a piece of paper but the

experience is seeing 500 people working at apple computers are different in the

experience of seeing a five-year-old kid who really understands what he's the

tool that he's got in front when you first got the job at the yo you got a

call from Steve Jobs and he offered you some advice

well he didn't call to offer me advice but we have worked together on a Nike

Apple collaboration called nike+ we took what Apple knows what nike nose and you

know brought a new technology to the market anyway long story short uh

he said hey congratulations that's great you're going to do a great job

I said well do you have any advice and he said no no you know your grade and

then there's a pause and goes well I do have some advice

it was 90 makes some of the best product in the world

I mean product that you lust after absolutely beautiful stunning product

but you also make a lot of crap

he said just get rid of the crappy stuff and focus on the good stuff and then I

expected a little pause and a laugh but there was there was a pause but no

laughs at the animal and he was absolutely right

greatest people are self-managing they don't need to be managed you think they

know what if once they know what to do

they'll go figure out how to do it they don't need to be managed at all what

they need is a common vision and that's what leadership is what leadership is

having a vision being able to articulate that so the people around you can

understand it and getting a consensus on a common vision we wanted people that

were insanely great at what they did but work were not necessarily those seasoned

professionals but who had on at the tips of their fingers and in their passion

the latest understanding of where technology was and what we could do with

that technology and he wanted to bring that it's a lot of people so the neatest

thing that happens is when you get a core group of you know ten great people

that it becomes self policing as to who they let in to that group so I consider

the most important job of someone like myself is recruiting agonized over

hiring we have the interviews I go back and look at some of the interviews again

they would start at nine or ten in the morning and go through dinner

I knew interviewing would talk to everybody in the building at least once

maybe a couple times and then come back for another round of interviews and then

they'll get together and talk about it and then before the last edited by now

it's critical hardly ever here at least to my mind was when we finally decided

we like them enough to show them the Macintosh prototype and then set them

down in front of it and if they just kind of our borders and this is a nice

computer we don't want we

I wanted their eyes to light up and then to get really excited and then we knew

they were one of us and everybody just wanted to work not because it was work

that had to be done but it was because something that we really believed in

that was just going to really make a difference and that's what kept the

whole thing going we all want to do exactly the same thing

instead of spending our time arguing about what the computer should be

we all knew what the computer should be and just when did we went through that

stage and Apple where we went out and we got off we're going to be a big company

let's hire professional management

we went out and hired a bunch of professional management it didn't work

at all

most of them are bozos they they knew how to manage but they don't know how to

do anything

and so what if you're a great person why do you want to work for something you

can't learn anything from and you know what's interesting you know what the

best managers are there are the great individual contributors who never ever

want to be a manager but the side they have to be a manager because all every

no one else is going to be able to do as good a job as them after hiring two

professional managers from outside the company and firing them both jobs

gambled on Debbie : a member of the Macintosh team 32 years old and english

literature major with an MBA from Stanford

did he was a financial manager with no experience in manufacturing

I mean there's no way in the world anybody else would give me this chance

to run this kind of operation and I don't kid myself about that is an

incredible high risk for myself personally and professionally and for

Apple as the company and put a person like myself in this job

I mean they're really getting on a lot of things we're betting that my feel

that organizational effectiveness

you know override all those in a lack of Technology lack of experience lack of

you know time in manufacturing

so it's a big risk and i'm just an example in every single person on the

Mac team almost in your you know entry level person you could say that about

this is a place where people were afforded incredibly unique opportunities

to prove that they could do a good down

they could write the book again inscribed inside the casing of every

Macintosh

unseen by the consumer are the signatures of the whole team

this is apple's way of affirming that their latest innovation is a product of

the individuals who created it

not the corporation it's very interesting

I was worth about over a million dollars when I was 23 and over 10 million

dollars when I was 24 and over a hundred million dollars for those 25 and it's it

wasn't that important because I never did it for the money

I I think money is wonderful thing because it enables you to do things

enables you to in investing ideas that don't have a short-term payback and

things like that but especially at that point in my life it was it was not the

most important thing the most important thing was the company

the people the products we were making what we were going to enable people to

do with these products so I didn't think about it a great deal and I never sold

any stock just really believe that the company would do very well over the long

term

our goal is to make the best personal computers in the world and make products

we are proud to sell and would recommend to our family and friends and we want to

do that at the lowest price as we can but i have to tell you there's some

stuff in our industry that we wouldn't be proud to ship that we wouldn't be

proud to recommend to our family and friends and we can't do it

we just can't ship junk so there's there's a thorough thresholds that we

can't cross because of who we are but we want to make the best personal computers

in the industry slice of the industry that wants that too

and what you'll find is our products are usually not premium-priced you go what

you go and price out our competitors products and you add the features that

you have to add to make them useful and you'll find in some cases they are more

expensive than our price

x the difference is we don't offer stripped-down lousy products you know we

just don't offer categories of products like that but if you move those aside

and compare us with our competitors

I think we compare pretty favorably and a lot of people who have been doing that

and saying that now for the last 18 months

yes mr. jobs

you're a bright an important man

your tongue

add and clear that I'm several counts you discussed you don't know what you're

talking about

I would like for example for you to express in clear terms

how is a java any of its incarnations address that the idea is embodied and

open . and when you're finished with that perhaps you could tell us which you

personally have been doing for the last seven years

yeah

you know you can please some of the people some of the time but

one of the hardest things when you're trying to effect change is that people

like this gentleman are right in some areas

I'm sure that there are some things open doctors probably even more than i am not

familiar with that nothing else out there does and I'm sure that you can

make some demos

maybe a small commercial app that demonstrates those things

the hardest thing is what

how does that fit in to a cohesive larger vision that's going to allow you

to sell eight billion dollars 10 billion dollars of products a year and one of

the things I've always found is that you've gotta start with the customer

experience and work backwards to the technology

you can't start with the technology and try to figure out where you're going to

try to sell it and I've made this mistake probably more than anybody else

in this room and I got the scar tissue approve it and I know that it's the case