did Leonardo have a guy off to the side
that was thinking five years out in the
future what he would paint or the
technology he would use to paint it of
course not Leonardo was the artist but
he also mixed all his own paint I’d
always asked why you do things and the
answers you invariably get are oh that’s
just the way it’s done nobody knows why
they do what they do a lot of people
kind of mean they say well I want to be
an entrepreneur and I go that’s great
what’s your idea and they go well I
don’t have one yet
he was an American businessman inventor
and visionary he was the co-founder
chairman and CEO of Apple he’s widely
regarded as one of the pioneers of the
personal computer revolution and he’s
the favorite entrepreneur of all time
for a lot of people he Steve Jobs and
here’s my take on his top ten rules of
success volume 2 rule number seven is my
personal favorite and make sure to stick
around all the way to the exits on
special bonus clips also you guys know
the drill as Steve is talking if he says
something that really resonates with you
please leave it down the comments put
quotes around it to other people can be
inspired as well enjoy
I called up Bill Hewlett when I was 12
years old and he lived in Palo Alto his
number was still in a phone book and he
answered the phone himself did not yes
hi I’m Steve Jobs on 12 years old I’m a
student in high school and I want to
build a frequency counter and I was
wondering if you had any spare parts I
could have and he laughed and he gave me
two spare parts to build his frequency
counter and he gave me a job that summer
and he looked Packard working on the
assembly line putting nuts and bolts
together on frequency counters he got me
a job in the place with gülfem and I
was in heaven and I’ve never found
anyone who said no or hung up the phone
when I call I just asked and when people
ask me I try to be as responsive to pay
that that debt of gratitude back most
people never pick up the phone and call
most people never ask and that’s what
separates sometimes the people to do
things from the people that just dream
about them got it you got to act and
you’ve got to be willing to fail you’ve
got to be willing to crash and burn you
know with people on the phone with
starting a company with whatever if
you’re afraid of failing and we won’t
get very far my entire life’s been spent
only in one industry which is this one
and but I’ve been in it now for about 15
years and I’ve seen a lot of people make
a lot of things I’ve seen a lot of
people fail a lot of things and my my
point of view on this or my observation
is that the doers are the major thinkers
the people that really create the things
that change this industry are both the
thinker doer in one person and if we
really go back and we examine you know
did Leonardo have a guy off to the side
that was thinking five years out in the
future what he would paint or the
technology he would use the paint and of
course not
Leonardo was the artist but he also
mixed all his own paints he also was a
fairly good chemist knew about pigments
knew about human anatomy and combining
all of those skills together the art and
the science the thinking and the doing
was what resulted in the exceptional
result and there is no difference in our
history the people that really made the
contributions have been the thinkers and
the doers and when you when you a lot of
people of course it’s very easy to take
credit for the thinking the doing is
more concrete but somebody it’s very
easy for somebody say oh I thought of
this three years ago but usually when
you dig a little deeper you find that
the people that really did it we’re also
the people that really work through the
hard intellectual problems as well
throughout the years in business
I found something which was I always ask
why you do things and the answers you
invariably get are oh that’s just the
way it’s done nobody knows why they do
what they do nobody thinks about things
very deeply in business that’s what I
found I’ll give you an example when we
were building our Apple ones in the
garage we knew exactly what they cost
when we got into a factory in the Apple
two days the accounting had this notion
of a standard cost where you’d kind of
set a standard cost and at the end of a
quarter you’d adjust it with a variance
and I kept asking why do we do this and
the answer was less just the way it’s
done and after about six months of
digging into this what I realized was
the reason you do it is because you
don’t really have good enough controls
to know how much it cost
so you guess and then you fix your guess
at the end of the quarter and the reason
you don’t know how much it cost is
because your information systems aren’t
good enough so but nobody set it that
way and so later on when we designed
this automated Factory for Macintosh we
were able to get rid of a lot of these
antiquated concepts and know exactly
what something cost to the second so in
business a lot of things or I call it
folklore they’re done because they were
done yesterday and the day before and so
what that means is is if you’re willing
to sort of ask a lot of questions and
think about things and work really hard
you can learn business pretty fast it’s
not the hardest thing in the world
not rocket science it’s not rocket
science no you know we try to hire
really smart people but we have a very
simple organization and we try to focus
and do very few things well and focusing
hard because focusing doesn’t mean
saying yes it means saying no so we say
we decide not to do a lot of things so
we can focus on a few handfuls of things
and do them well and I think you know
everybody working the company wants to
do something great they want to be
excited about what they’re working on
and and they want to be recognized for
it when if they do a really great job so
we just try to allow people to do the
best work of their lives
at Apple and get it out to 25 million
customers that we have and that’s very
exciting and when you’re working on
something and you know this works out up
to 25 million people are going to use
this it’s very motivating mmm
and it’s not just 25 million of our
customers but other companies tend to
follow us you know it takes them a few
years but other companies tend to copy
what we do if it works and and so we can
influence the whole industry there needs
to be someone who is sort of the keeper
and reiterate err of the vision because
there’s just a tire worth to do and a
lot of times you know when you have to
walk a thousand miles and you take the
first step it looks like a long ways and
it really helps if there’s someone there
saying well we’re one step closer you
know the goal definitely exists it’s not
just a mirage out there so in a thousand
and one little and sometimes larger ways
the vision needs to be reiterated I do
that a lot
things are packages of emphasis some
things are emphasized in a product some
things are not done as well in a product
some things are chosen not to be done at
all in a product and so different people
make different choices and if the market
tells us we’re making the wrong choices
we listen to the market but we’re just
were just people running this company
we’re trying to make great products for
people and so we have at least the
courage of our convictions to say we
don’t think this is part of what makes a
great product we’re going to leave it
out some people are going to not like
that they’re going to call us names it’s
not going to be in certain companies
vested interests that we do that but
we’re going to take the heat because we
want to make the best product in the
world for customers we’re going to
instead focus our energy on these
technologies which we think are in their
ascendency and we think are going to be
the right technologies for customers and
you know what they’re paying us to make
those choices that’s what a lot of
customers pay us to do is to try to make
the best products we can and if we
succeed they’ll buy them and if we don’t
they won’t and it’ll all work itself out
a lot of people come to me they say well
I want to be an entrepreneur and I go
that’s great what’s your idea and they
go well I don’t have one yet and I say
well I think you should go get a job as
a busboy or something so you find
something you’re really passionate about
because it’s a lot of work and I’m
convinced that about half of what
separates the successful entrepreneurs
from the non successful ones is pure
perseverance it is so hard you pour so
much your life into this thing there are
such rough moments in time that most
people give up I don’t blame them it’s
really tough and it consumes your life I
mean if you’re if you’ve got a family
and you’re in the early days of a
company it’s I can’t imagine how one
could do it I’m sure it’s been done but
it’s rough because it’s a pretty much a
you know an 18 hour day job seven days a
week for a while so unless you have a
lot of passion about this you’re going
to not survive you’re going to give it
up so you’ve got to have an idea of or a
problem or a wrong that you want to
write that you’re passionate about
otherwise you’re not going to have the
perseverance to stick it through and I
think that’s half the battle right there
it’s hard to remember how bad it was you
know in 19
Perley 80s with IBM taking over the
world with the PC with Doss out there it
was it was far worse than the Apple 2
they tried to copy the Apple 2 and
they’d done a pretty bad job and you
needed to know a lot and so things were
kind of slipping backwards and Macintosh
was you saw the 1984 commercial you put
that I hope you have that in your
archive
you know Macintosh was basically this
this relatively small company you know
in Cupertino California taking on the
Goliath IBM and saying wait a minute
your way is wrong this is not the way we
want computers to go this is not the
legacy we want to leave this is not what
we want our kids to be learning this is
wrong and we are going to show you the
right way to do it and here it is it’s
called Macintosh and this is so much
better that it’s going to beat you and
we are going to do it and that’s what
Apple stood for there’s a lot of forces
in life that tend to tend to funnel us
down into this institutionalized path
and where people you know where people
sometimes forget that that they’re very
unique and that they have very unique
feelings and perspectives and again it’s
you know the whole computer industry
wants to forget about the humanist side
and just focus on the technology and a
lot of our industry focuses just on more
is better more megahertz and megabytes
and you know speeds and feeds we call it
but we think there’s a whole other side
of the coin which is what do you do with
these things can we do more than just
spreadsheets and word processors can we
help you express yourself in richer ways
in your music in your movies in your
photography and these kinds of things
that people want to do most we will some
people here but I don’t think most
people know that there was actually a
some Microsoft software in that Apple 2
computer you want to talk about what
happened there how that how that
occurred yeah they there’d been the
Altair and a few other companies X about
24 that had done various machines but
the 77 group included the pet tier on
Eden Amador and the Commodore pet
trs-80 and the Apple to the original
Apple to basic manager basic we had
nothing to do it but then there was a
floating point one where and I mostly
worked with walls on that I made me tell
the story okay why my partner we start
out with guiding Steve Wozniak brilliant
brilliant guy he writes this basic it is
like the best basic on the planet it
does stuff that no other basics ever
done you don’t have to run it to find
your error messages it finds them when
you type it in stuff it’s perfect in
every way except for one thing which is
it’s just fixed point right it’s not
it’s not floating point and so we’re
getting a lot of input that people want
this basic to be floating point and like
we’re big and laws please please make
this floating pose we how many people
are an Apple me yeah the beggin laws to
make this floating point and he just
never does it you know when he wrote it
by hand on paper I mean you know he
didn’t he didn’t have an assembler or
anything to write with it was all just
written on paper he type it in he just
never got around to making by any point
well this is one of the mysteries of
life I don’t know he never did and so
you know Microsoft had this very popular
really good floating-point basic that we
ended up going to them and saying help
and and how much was that I think you
were telling us arose $31,000 that Apple
paid you for the floating-point basic
and I flew out to Apple I spent two days
there getting the cassette the cassette
tapes for the main ways that people
stored things up the finite and that was
fun after the five foam came Mac was
gone the product line just didn’t evolve
as fast if people isn’t there as it
needed to and we were actually
negotiating a deal to invest and make
some commitments and things with Gil
Amelio and no seriously and we mean
helping me to him I’m sorry to saying
the word bill neely it could be uh and
so I was calling him up on the weekend
and all this stuff and next thing I knew
speed called me up said don’t worry
about that negotiation with Gil from
years ago
you can just talk to me now and I
Wow you’ll deal with a nice guy he is
saying he said Apple is like a ship with
a hole in the bottom leaking water and
my job is to get the ship pointed in the
right direction I think that as you know
right now the computer industry is in
the tank personal computers big
computers everything and it difficult
it’s a difficult time but I’m sure that
Henry Ford had a few bad quarters back
in the 90s and the automobile had a sort
of historical imperative it had the
minute it was invented it sequence of
events had to happen the same is true
with the personal computer there is a
tremendous momentum behind this and I
think that this year maybe a delay this
year we may look back and say well 1985
was a slow year but there is such
momentum behind it that it will happen
it will permeate and change forever our
educational processes and my hope again
is that not too many generations of
students will pass through before this
happens it will happen within 20 years
it probably will happen within 10 years
but it could happen within 5 years I am
going back to the United States this
weekend and then about two weeks from
today I’ll be in the Soviet Union for
the first time in Moscow because one of
my dreams has been to sell Macintosh’s
in the Soviet Union
and one of the highest agenda agenda is
Amaya priority is to is to get them
starting to think about exactly the same
thing so maybe six months or a year year
and a half from now we can have some
Soviet schools here at our Europe
consortium meeting
thank you guys so much for watching I
made this vol.2 series because Carvin it
desert asked me to so if there’s someone
you’d like us to cover again for volume
two
leave in the comments below and I’ll see
what I can do I’m also curious to figure
out which of the ten rules what did
Steve say that has the biggest impact on
you what insight did you gain from this
that you’re going to immediately apply
to your business or to your life leave
it down the comments below and I’m going
to join in the discussion finally I want
to give a quick shout out to Tim
Schmoyer from video creators Tim thank
you so much for picking up a copy of my
book your one word as well as tweeting
it out and being on the back cover as
well I really really really appreciate
your support so thank you guys again for
watching I believe in you I hope you
continue to believe in yourself and
whatever your one word is much love I’ll
see you soon
I remember reading an article when I was
about 12 years old I think it might have
been in Scientific American where they
measured the efficiency of locomotion
for all these species on planet Earth
how many kilocalories did they expand to
get from point A to point B and the
Condor one came in to top of the list
surpassed everything else and humans
came in about a third of the way down
the list which was not such a great
showing for the crown of creation and
but somebody there had the imagination
to test the efficiency of a human riding
a bicycle human riding a bicycle blew
away the Condor all the way off the top
of the list and it made a really big
impression on me that we humans are tool
builders and that we can fashion tools
that amplify these inherent abilities
that we have to spectacular magnitudes
and so for me a computer has always been
a bicycle of the mind something that
takes us far beyond our inherent
abilities and I think we’re just at the
early stages of this tool very early
stages and we’ve come only a very short
distance and it’s still in its formation
but already we’ve seen enormous changes
I think that’s nothing compared to
what’s coming in the next hundred years
interesting paradox is it is the network
which is ultimately going to define and
create the home computer market not
keeping our recipes on these things or
something like we thought in 1975 being
a part of that network and not being
able to stay away from it while you’re
at home will drive people to get
computers in every house just like we
have a telephone in areas but computers
then won’t be just computers they’ll be
radios and stereos you know I think I
think there’ll be just computers just
like your phone isn’t your television
set just like your toaster isn’t your
radio I think there’ll be computers and
they’ll have many of the capabilities of
these other devices multimedia the
ability to integrate sound and video in
with the computer is absolutely coming
but a lot of people have mistaken it as
the end rather than the means we see
multimedia as more more of a means in
other words people aren’t going to buy a
computer for multimedia they’re going to
buy it for training or they’re going to
buy it for interpreter
communication and in that communication
in addition to text they’re going to
want voice they’re going to want
potentially I might want to send you a
video clip but the real market is to
help us communicate better or to help us
train somebody and we need to not lose
sight of that
that was thinking five years out in the
future what he would paint or the
technology he would use to paint it of
course not Leonardo was the artist but
he also mixed all his own paint I’d
always asked why you do things and the
answers you invariably get are oh that’s
just the way it’s done nobody knows why
they do what they do a lot of people
kind of mean they say well I want to be
an entrepreneur and I go that’s great
what’s your idea and they go well I
don’t have one yet
he was an American businessman inventor
and visionary he was the co-founder
chairman and CEO of Apple he’s widely
regarded as one of the pioneers of the
personal computer revolution and he’s
the favorite entrepreneur of all time
for a lot of people he Steve Jobs and
here’s my take on his top ten rules of
success volume 2 rule number seven is my
personal favorite and make sure to stick
around all the way to the exits on
special bonus clips also you guys know
the drill as Steve is talking if he says
something that really resonates with you
please leave it down the comments put
quotes around it to other people can be
inspired as well enjoy
I called up Bill Hewlett when I was 12
years old and he lived in Palo Alto his
number was still in a phone book and he
answered the phone himself did not yes
hi I’m Steve Jobs on 12 years old I’m a
student in high school and I want to
build a frequency counter and I was
wondering if you had any spare parts I
could have and he laughed and he gave me
two spare parts to build his frequency
counter and he gave me a job that summer
and he looked Packard working on the
assembly line putting nuts and bolts
together on frequency counters he got me
a job in the place with gülfem and I
was in heaven and I’ve never found
anyone who said no or hung up the phone
when I call I just asked and when people
ask me I try to be as responsive to pay
that that debt of gratitude back most
people never pick up the phone and call
most people never ask and that’s what
separates sometimes the people to do
things from the people that just dream
about them got it you got to act and
you’ve got to be willing to fail you’ve
got to be willing to crash and burn you
know with people on the phone with
starting a company with whatever if
you’re afraid of failing and we won’t
get very far my entire life’s been spent
only in one industry which is this one
and but I’ve been in it now for about 15
years and I’ve seen a lot of people make
a lot of things I’ve seen a lot of
people fail a lot of things and my my
point of view on this or my observation
is that the doers are the major thinkers
the people that really create the things
that change this industry are both the
thinker doer in one person and if we
really go back and we examine you know
did Leonardo have a guy off to the side
that was thinking five years out in the
future what he would paint or the
technology he would use the paint and of
course not
Leonardo was the artist but he also
mixed all his own paints he also was a
fairly good chemist knew about pigments
knew about human anatomy and combining
all of those skills together the art and
the science the thinking and the doing
was what resulted in the exceptional
result and there is no difference in our
history the people that really made the
contributions have been the thinkers and
the doers and when you when you a lot of
people of course it’s very easy to take
credit for the thinking the doing is
more concrete but somebody it’s very
easy for somebody say oh I thought of
this three years ago but usually when
you dig a little deeper you find that
the people that really did it we’re also
the people that really work through the
hard intellectual problems as well
throughout the years in business
I found something which was I always ask
why you do things and the answers you
invariably get are oh that’s just the
way it’s done nobody knows why they do
what they do nobody thinks about things
very deeply in business that’s what I
found I’ll give you an example when we
were building our Apple ones in the
garage we knew exactly what they cost
when we got into a factory in the Apple
two days the accounting had this notion
of a standard cost where you’d kind of
set a standard cost and at the end of a
quarter you’d adjust it with a variance
and I kept asking why do we do this and
the answer was less just the way it’s
done and after about six months of
digging into this what I realized was
the reason you do it is because you
don’t really have good enough controls
to know how much it cost
so you guess and then you fix your guess
at the end of the quarter and the reason
you don’t know how much it cost is
because your information systems aren’t
good enough so but nobody set it that
way and so later on when we designed
this automated Factory for Macintosh we
were able to get rid of a lot of these
antiquated concepts and know exactly
what something cost to the second so in
business a lot of things or I call it
folklore they’re done because they were
done yesterday and the day before and so
what that means is is if you’re willing
to sort of ask a lot of questions and
think about things and work really hard
you can learn business pretty fast it’s
not the hardest thing in the world
not rocket science it’s not rocket
science no you know we try to hire
really smart people but we have a very
simple organization and we try to focus
and do very few things well and focusing
hard because focusing doesn’t mean
saying yes it means saying no so we say
we decide not to do a lot of things so
we can focus on a few handfuls of things
and do them well and I think you know
everybody working the company wants to
do something great they want to be
excited about what they’re working on
and and they want to be recognized for
it when if they do a really great job so
we just try to allow people to do the
best work of their lives
at Apple and get it out to 25 million
customers that we have and that’s very
exciting and when you’re working on
something and you know this works out up
to 25 million people are going to use
this it’s very motivating mmm
and it’s not just 25 million of our
customers but other companies tend to
follow us you know it takes them a few
years but other companies tend to copy
what we do if it works and and so we can
influence the whole industry there needs
to be someone who is sort of the keeper
and reiterate err of the vision because
there’s just a tire worth to do and a
lot of times you know when you have to
walk a thousand miles and you take the
first step it looks like a long ways and
it really helps if there’s someone there
saying well we’re one step closer you
know the goal definitely exists it’s not
just a mirage out there so in a thousand
and one little and sometimes larger ways
the vision needs to be reiterated I do
that a lot
things are packages of emphasis some
things are emphasized in a product some
things are not done as well in a product
some things are chosen not to be done at
all in a product and so different people
make different choices and if the market
tells us we’re making the wrong choices
we listen to the market but we’re just
were just people running this company
we’re trying to make great products for
people and so we have at least the
courage of our convictions to say we
don’t think this is part of what makes a
great product we’re going to leave it
out some people are going to not like
that they’re going to call us names it’s
not going to be in certain companies
vested interests that we do that but
we’re going to take the heat because we
want to make the best product in the
world for customers we’re going to
instead focus our energy on these
technologies which we think are in their
ascendency and we think are going to be
the right technologies for customers and
you know what they’re paying us to make
those choices that’s what a lot of
customers pay us to do is to try to make
the best products we can and if we
succeed they’ll buy them and if we don’t
they won’t and it’ll all work itself out
a lot of people come to me they say well
I want to be an entrepreneur and I go
that’s great what’s your idea and they
go well I don’t have one yet and I say
well I think you should go get a job as
a busboy or something so you find
something you’re really passionate about
because it’s a lot of work and I’m
convinced that about half of what
separates the successful entrepreneurs
from the non successful ones is pure
perseverance it is so hard you pour so
much your life into this thing there are
such rough moments in time that most
people give up I don’t blame them it’s
really tough and it consumes your life I
mean if you’re if you’ve got a family
and you’re in the early days of a
company it’s I can’t imagine how one
could do it I’m sure it’s been done but
it’s rough because it’s a pretty much a
you know an 18 hour day job seven days a
week for a while so unless you have a
lot of passion about this you’re going
to not survive you’re going to give it
up so you’ve got to have an idea of or a
problem or a wrong that you want to
write that you’re passionate about
otherwise you’re not going to have the
perseverance to stick it through and I
think that’s half the battle right there
it’s hard to remember how bad it was you
know in 19
Perley 80s with IBM taking over the
world with the PC with Doss out there it
was it was far worse than the Apple 2
they tried to copy the Apple 2 and
they’d done a pretty bad job and you
needed to know a lot and so things were
kind of slipping backwards and Macintosh
was you saw the 1984 commercial you put
that I hope you have that in your
archive
you know Macintosh was basically this
this relatively small company you know
in Cupertino California taking on the
Goliath IBM and saying wait a minute
your way is wrong this is not the way we
want computers to go this is not the
legacy we want to leave this is not what
we want our kids to be learning this is
wrong and we are going to show you the
right way to do it and here it is it’s
called Macintosh and this is so much
better that it’s going to beat you and
we are going to do it and that’s what
Apple stood for there’s a lot of forces
in life that tend to tend to funnel us
down into this institutionalized path
and where people you know where people
sometimes forget that that they’re very
unique and that they have very unique
feelings and perspectives and again it’s
you know the whole computer industry
wants to forget about the humanist side
and just focus on the technology and a
lot of our industry focuses just on more
is better more megahertz and megabytes
and you know speeds and feeds we call it
but we think there’s a whole other side
of the coin which is what do you do with
these things can we do more than just
spreadsheets and word processors can we
help you express yourself in richer ways
in your music in your movies in your
photography and these kinds of things
that people want to do most we will some
people here but I don’t think most
people know that there was actually a
some Microsoft software in that Apple 2
computer you want to talk about what
happened there how that how that
occurred yeah they there’d been the
Altair and a few other companies X about
24 that had done various machines but
the 77 group included the pet tier on
Eden Amador and the Commodore pet
trs-80 and the Apple to the original
Apple to basic manager basic we had
nothing to do it but then there was a
floating point one where and I mostly
worked with walls on that I made me tell
the story okay why my partner we start
out with guiding Steve Wozniak brilliant
brilliant guy he writes this basic it is
like the best basic on the planet it
does stuff that no other basics ever
done you don’t have to run it to find
your error messages it finds them when
you type it in stuff it’s perfect in
every way except for one thing which is
it’s just fixed point right it’s not
it’s not floating point and so we’re
getting a lot of input that people want
this basic to be floating point and like
we’re big and laws please please make
this floating pose we how many people
are an Apple me yeah the beggin laws to
make this floating point and he just
never does it you know when he wrote it
by hand on paper I mean you know he
didn’t he didn’t have an assembler or
anything to write with it was all just
written on paper he type it in he just
never got around to making by any point
well this is one of the mysteries of
life I don’t know he never did and so
you know Microsoft had this very popular
really good floating-point basic that we
ended up going to them and saying help
and and how much was that I think you
were telling us arose $31,000 that Apple
paid you for the floating-point basic
and I flew out to Apple I spent two days
there getting the cassette the cassette
tapes for the main ways that people
stored things up the finite and that was
fun after the five foam came Mac was
gone the product line just didn’t evolve
as fast if people isn’t there as it
needed to and we were actually
negotiating a deal to invest and make
some commitments and things with Gil
Amelio and no seriously and we mean
helping me to him I’m sorry to saying
the word bill neely it could be uh and
so I was calling him up on the weekend
and all this stuff and next thing I knew
speed called me up said don’t worry
about that negotiation with Gil from
years ago
you can just talk to me now and I
Wow you’ll deal with a nice guy he is
saying he said Apple is like a ship with
a hole in the bottom leaking water and
my job is to get the ship pointed in the
right direction I think that as you know
right now the computer industry is in
the tank personal computers big
computers everything and it difficult
it’s a difficult time but I’m sure that
Henry Ford had a few bad quarters back
in the 90s and the automobile had a sort
of historical imperative it had the
minute it was invented it sequence of
events had to happen the same is true
with the personal computer there is a
tremendous momentum behind this and I
think that this year maybe a delay this
year we may look back and say well 1985
was a slow year but there is such
momentum behind it that it will happen
it will permeate and change forever our
educational processes and my hope again
is that not too many generations of
students will pass through before this
happens it will happen within 20 years
it probably will happen within 10 years
but it could happen within 5 years I am
going back to the United States this
weekend and then about two weeks from
today I’ll be in the Soviet Union for
the first time in Moscow because one of
my dreams has been to sell Macintosh’s
in the Soviet Union
and one of the highest agenda agenda is
Amaya priority is to is to get them
starting to think about exactly the same
thing so maybe six months or a year year
and a half from now we can have some
Soviet schools here at our Europe
consortium meeting
thank you guys so much for watching I
made this vol.2 series because Carvin it
desert asked me to so if there’s someone
you’d like us to cover again for volume
two
leave in the comments below and I’ll see
what I can do I’m also curious to figure
out which of the ten rules what did
Steve say that has the biggest impact on
you what insight did you gain from this
that you’re going to immediately apply
to your business or to your life leave
it down the comments below and I’m going
to join in the discussion finally I want
to give a quick shout out to Tim
Schmoyer from video creators Tim thank
you so much for picking up a copy of my
book your one word as well as tweeting
it out and being on the back cover as
well I really really really appreciate
your support so thank you guys again for
watching I believe in you I hope you
continue to believe in yourself and
whatever your one word is much love I’ll
see you soon
I remember reading an article when I was
about 12 years old I think it might have
been in Scientific American where they
measured the efficiency of locomotion
for all these species on planet Earth
how many kilocalories did they expand to
get from point A to point B and the
Condor one came in to top of the list
surpassed everything else and humans
came in about a third of the way down
the list which was not such a great
showing for the crown of creation and
but somebody there had the imagination
to test the efficiency of a human riding
a bicycle human riding a bicycle blew
away the Condor all the way off the top
of the list and it made a really big
impression on me that we humans are tool
builders and that we can fashion tools
that amplify these inherent abilities
that we have to spectacular magnitudes
and so for me a computer has always been
a bicycle of the mind something that
takes us far beyond our inherent
abilities and I think we’re just at the
early stages of this tool very early
stages and we’ve come only a very short
distance and it’s still in its formation
but already we’ve seen enormous changes
I think that’s nothing compared to
what’s coming in the next hundred years
interesting paradox is it is the network
which is ultimately going to define and
create the home computer market not
keeping our recipes on these things or
something like we thought in 1975 being
a part of that network and not being
able to stay away from it while you’re
at home will drive people to get
computers in every house just like we
have a telephone in areas but computers
then won’t be just computers they’ll be
radios and stereos you know I think I
think there’ll be just computers just
like your phone isn’t your television
set just like your toaster isn’t your
radio I think there’ll be computers and
they’ll have many of the capabilities of
these other devices multimedia the
ability to integrate sound and video in
with the computer is absolutely coming
but a lot of people have mistaken it as
the end rather than the means we see
multimedia as more more of a means in
other words people aren’t going to buy a
computer for multimedia they’re going to
buy it for training or they’re going to
buy it for interpreter
communication and in that communication
in addition to text they’re going to
want voice they’re going to want
potentially I might want to send you a
video clip but the real market is to
help us communicate better or to help us
train somebody and we need to not lose
sight of that
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