It's Tuesday, or as some of us at Startup Grind like to write it: "2sday."
So, we figured this would be a great time for a Top-10 list. Not too long ago Adam Lashinsky came to Startup Grind Silicon Valley and laid bare some amazing details on the core of Apple's corporate success story.
[youtube http://www.youtube.com/watch?v=b-mnJDL9EKE&w=560&h=315]
We have picked principles from the meeting and some harvested from his Inside Apple book that could help your startup take a big bite out of the market.
Keep it Secret
Apple keeps things notoriously secret. It's not just to keep precious things safe, it is to keep the ideas that aren't fully baked under a lid. The iPhone, iPad, and iPod were revolutionary innovations that stayed internal until just the right time. Apple employees don't just keep some secrets, Lashinsky says "they totally keep things close to the vest." If your startup has something awesome in its pockets, trust your people to carry them to the final destination, but also remind them not to turn out their pockets.
Hire Top-100-caliber individuals.
If you hire one person Steve Jobs would have invited to an off-site meeting, you'd obviously have some powerful members in your startup fellowship. The Top 100 in your organization would represent a select group of people operating under complete strategic and tactical clarity who should be regularly presenting ideas to each other, for consideration, and having their voices heard. When you are just starting, this may be everybody, but as you grow, you may need to select your organizational illuminati.
[youtube http://www.youtube.com/watch?v=9jEVitsWYVg&w=560&h=315]
Clarify Organizational Structure
There is a clear hierarchy at Apple. When Steve Jobs returned in 1997, fiefdoms were stomped out, clear ownership was given, and departments had to learn to share and defer to one another. Today, there are clear layers and structures, but every piece is in its place. While many startups love to be nimble, clearly articulating who can and cannot make important decisions will take a lot of the fight out of tight deadlines and heated discussions.
Hire Disciples
It's an at-will employment arrangement, but most of the people working at Apple see their labor as being more than a job. They believe in what Apple is doing and in some ways they know exactly how their contributions fit within the overall formula for Apple success. Are you hiring people who believe in your strategy and product or service vision?
Focus Obsessively
Know what you're good at and focus on doing that really well. Steve and others became very good at saying "no" to things and to fight where they knew they would win.
Review and Revise
Much of the success in the marketing and design has been given to the obsessive review from Steve Jobs. Horror stories have been told of those who got unwanted attention from Jobs. While frightening to some under his watchful gaze, his attention produced very refined results that passed extreme scrutiny. We're pretty sure you can review and revise products and strategies without "shredding" the people working on them.
No Committees
Apple doesn't have committees. Do you?
It's the Process
The operating idea behind Apple isn’t just the products, it’s the process. The way arguments are won is determined by what serves the needs of the consumer. Apple has found a way where employees are expected to "give their all" to the company and products, but they do it with a process that builds amazing products.
Working for the Future
Many have called Steve Jobs a futurist, but Apple has built a significant roadmap for future products. There is a cadence to the releases from Apple, but there is a clear plan for what is coming. It takes time to get it right.
Focus on What is Important
Adam discussed how people pour over the Apple products looking for flaws. Ultimately, the products are built to go to market in the best way possible. Does it matter the iPad2 had a different marketing and naming convention than the new iPad? Maybe, but Steve set up the Apple University where he transferred a lot of knowledge and techniques. Hopefully each of you will have success as you train your top 100 over the years.
You can find the full interview over here.
Be sure to check back next 2sday for another list of 10 takeaways for your startup!