“Real artists ship.” Perhaps nothing says more about the Steve Jobs legacy than these three prescient words uttered to a Macintosh development team way back in 1984. Peter Sander, author of the new book What Would Steve Jobs Do?, uncovers how Jobs so expertly married his innovative techniques with effective leadership.

Sander goes on: “In these three words lie the magic, the “secret sauce” of the Steve Jobs phenomenon. Yes, Jobs wanted artists on his team. People who could see the big picture, who could create, who could synthesize what’s around them into really great, elegantly simple, eye-catching products.

But those products also must ship. They must sell. They must work. They must beat customer expectations the way a painting hanging in a museum must stand out to get attention. These things all happened under Steve Jobs. Steve Jobs led the way, set the path, and cleared the obstacles so that real artists could ship.

Steve Jobs was not a process guy. He was an achievement guy, a results guy. He was a big picture guy and a detail guy. But more than any CEO in history, he realized that he couldn’t know the customer or develop a vision or lead an organization or evangelize a product from the seat of a $10 million jet.

Steve thought different. He did things different. He had a distinctive leadership style and technique running in background at all times. It was part of his personal OS. It was part of his brand.

To Steve, leadership boiled down to a six-part mindset: Customer, Vision, Culture, Product, Message and Brand. This mindset guided Steve as a leader throughout his career. This leadership style has never been segmented, analyzed or documented – until now.

What Would Steve Jobs Do? is a manager’s guide, a leader’s guide, to putting the winning practices of Steve Jobs to work in any organization. In your organization. Boot yourself up the Steve Jobs way, team up with some real artists, and ship!”


For more insight into how Steve Jobs revolutionized business, visit The Secrets of Steve Jobs.