The Innovation Secrets of Steve Jobs: Insanely Different Principles for Breakthrough Success
Reviewed By:
Steve Amoia (Washington, D.C.)
(REAL NAME)
Carmine Gallo is a respected business journalist by training. He created a company, Gallo Communications, that provides presentation, media training and communication skills advice for some of the world’s most recognized brands. His first book about the iconic CEO of Apple Computer, entitled “The Presentation Secrets of Steve Jobs,” was a best seller. Gallo’s newest offering no doubt will achieve similar success. This compelling book is a deep look into a man that figuratively and literally changed millions of lives.
Compelling Introduction Set the Tone
Many of Jobs’ innovation secrets were used by the author in this book. Gallo opened with a provocative quote attributed to Thomas Friedman of the New York Times: “We need to create more Jobs.” It was a play on words about the Apple CEO, but one that clearly exemplified one of his key tenets: Master the Message. Speaking of messages, one by Gallo immediately grabs your attention:
“Michelangelo looked at a marble block and saw David. Steve Jobs looked at a computer and saw a tool to unleash human potential.”
Concise, Insightful and Organized Format
Gallo used short, easy-to-digest chapters to outline seven innovation principles of Steve Jobs. All sections followed the same format. First we see Jobs implementing the principle in question at different times in his life. The next chapter illustrates examples from other business professionals. The author provided three “iLessons” after each chapter to reinforce your learning. It is a “Rule of Three” that frequently appears in this book, and is one of Jobs’ key presentation and persuasive tools.
Memorable Quotes
Unlike his product line, Steve Jobs does not maintain a high-visibility. One feature of this book that stood out was the sheer volume of notable quotes by Jobs. The author didn’t interview Jobs; however, he provided numerous examples of direct quotes to enhance the many lessons provided in this book. Here were a few of my favorites:
“Simplicity is the ultimate sophistication.” (A principle inherent with Apple Computer’s mission and philosophy.)
“1000 songs in your pocket.” (iPod)
“Hold the Internet in your hand.” (iPad)
“Today Apple is going to reinvent the phone.” (iPhone)
“What Would Steve Do?”
The above quote is frequently stated or implied in this work by Gallo. This “Steve” read the book, and is glad that he did. It has made me question and enhance design considerations at my international soccer site and online portfolio. This book challenges us to examine better methods to cultivate and present ideas both personally and professionally. The added benefit is that Steve Jobs and Carmine Gallo are there to help us.