book.chapter Characteristic #1 - attention.

Steve Jobs possesses an exceptional ability to envision and help create innovative products that consumers love. He is passionate about innovation and has an innate talent for knowing what people want before they know it themselves. When Jobs returned to Apple as interim CEO in 1997, the company was on the brink of bankruptcy. After thoroughly analyzing Apple's product lines and business operations, Jobs devised a bold turnaround plan centered on focusing the company's efforts. Jobs reduced Apple's sprawling product line to just four core offerings: two notebook computers and two desktops, targeted at consumers and professionals respectively. He spun off printer, software, monitor, and other ancillary businesses to focus Apple on its core strength - making premium computers. Hundreds of extraneous research projects were cancelled, retaining only engineers working on critical projects like the iPod. Jobs streamlined operations by clarifying roles and responsibilities. He also eliminated Macintosh clones to maintain control over the user experience. According to Jobs, "The roots of Apple were to build computers for people, not for corporations. The world doesn’t need another Dell or Compaq." He recognized Apple's brand as an invaluable asset that set the company apart. In his view, "What are the great brands? Levi’s, Coke, Disney, Nike. Most people would put Apple in that category. You could spend billions building a brand not as good as Apple." Jobs has channeled his obsessive personality into reinventing Apple. He fused high technology with design, branding, and fashion to create innovative products that inspire passion in consumers. Rather than simply making functional computers, Jobs wanted to "help them change the world, to help them create things that make a difference." At Pixar, Jobs knew not to get involved in filmmaking. He let others use their talents effectively by not micromanaging. Jobs focuses on his strengths - innovation, vision, design, branding - while delegating operations and finance to trusted lieutenants. He is completely hands-off in areas that do not play to his talents. Jobs is proud that Apple has stayed disciplined, resisting the temptation to branch out into areas where it didn't have an advantage. The company has remained focused on its core business, unlike competitors that have become unfocused by expanding into too many peripheral products. Apple's laser-like focus on making the world's best consumer devices has paid off. Under Jobs' leadership, the company has produced iconic products like the iMac, iPod, iPhone, and iPad. Jobs' vision and insistence on incredible design and user experience have allowed Apple to disrupt multiple industries, from computers to music to telephones. At its core, Apple thrives because Jobs identifies transformative opportunities and then pours his full energies into making the vision a reality. He is intensely focused on creating insanely great products that consumers fall in love with. Jobs once said, "My passion has been to build an enduring company where people were motivated to make great products...Everything else was secondary." He has used his strengths in vision, branding, and design to make Apple one of the world's most influential and profitable companies.