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In the mid-1980s, Steve Jobs, renowned for his visionary leadership at Apple, was embarking on a new venture with NeXT. During a pivotal team meeting, Jobs showcased his trademark intensity and unwavering focus on priorities. The goal was clear: develop a computer that was affordable for students and professors and launch it by spring 1987.
Photo: Doug Menuez
Jobs and his team had conducted thorough research, revealing that the new computer needed to be priced under $3,000 to be considered affordable by their target market. This price point was essential for capturing the interest of students and professors. However, Jobs emphasized that timing was just as critical. College buying decisions are made in the summer, so missing the spring 1987 deadline would delay their market entry by an entire year, jeopardizing their competitive advantage and financial stability.
The Deadline Dilemma
During the discussion, a team member suggested an alternative: launching in the spring of 1988. Jobs, however, was resolute that this was not a viable option. He explained the dire consequences of missing the 1987 window:
Technological Obsolescence:
"The problem is if we do that, the world isn't standing still. So by the spring of '88, well, we want color. The technology window sort of passes us by and all the work we've done, we throw it on the toilet, we start over."
Jobs understood that the rapid pace of technological advancement meant delaying their product could render it obsolete before it even hit the market.
Credibility and Market Presence:
"If we miss this window, then a whole series of events come into play. We can't sell enough units in '87 to pay for our operating costs. Word gets out that we're not doing that well. A lot of the credibility starts to erode."
Jobs knew that meeting the deadline was crucial for maintaining the company's credibility and market presence. Failure to launch on time would not only impact sales but also erode the trust and confidence of potential customers and investors.
The Stakes of Vision
Jobs articulated his belief with conviction:
"I think we have to drive a stake in the ground somewhere. And I think if we miss this window, then a whole series of events come into play. We can't sell enough units in '87 to pay for our operating costs. Word gets out that we're not doing that well. A lot of the credibility starts to erode. So I don't think we have a company if we don't do this."
For Jobs, the deadline was not just a date on the calendar but a critical milestone that would define the company's future. He stressed that meeting this goal was essential for attracting and retaining top talent.
"If we don't do this, we will not be able to attract great people. We will not be able to retain the ones, some of the ones we have. And, you know, it just won't be us."
Conclusion
Steve Jobs' relentless focus on priorities and his ability to crystallize his vision into actionable steps were instrumental in driving NeXT forward. By setting clear goals and emphasizing the importance of timing, Jobs ensured that his team remained aligned and motivated. This approach not only helped NeXT achieve its objectives but also cemented Jobs' reputation as a visionary leader who could turn ambitious ideas into reality.
The story of NeXT serves as a powerful reminder of the importance of setting clear priorities, maintaining a sense of urgency, and staying true to one's vision. Jobs' unwavering commitment to these principles enabled him to navigate the challenges of the tech industry and leave a lasting impact on the world.
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