Longreads + Open Thread

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Longreads

Books

Steve Jobs in Exile: The Untold Story of NeXT and the Remaking of an American Visionary: The weird thing about Steve Jobs is that he was the perfect frontman for Apple when it started, the ideal CEO in the 2000s, and, as Apple's board recognized, a liability for the company in between. Apple outgrew Jobs' management skills when he was in his twenties, but somehow when he came back he was able to preserve Apple's position in PCs, move into music players, and define the category of smartphone. And the years he spent learning how to do this were at Pixar and NeXT.

What's strange about this story is that, at least in the early NeXT years, Jobs had exactly the same problems he had at Apple: grandiose ambitions, ludicrous timelines, scope-insensitive perfectionism, etc. With the passage of time the NeXT plan looks cooler and cooler: a powerful computer with an ominous cube form factor, running Unix, with lots of built-in libraries that made it easier to write software for it. NeXT made the interesting aesthetic choice to ship with great audio support but only a grayscale display, right when color was getting more common. Unfortunately, it was also a very insistent system. It had a high price point ($6,500 in 1988, or about $10k including a printer and decent storage), and those nice software libraries required users to learn Objective-C, which was not widely used at the time.

NeXT was a good technological bet, but a terrible organizational one: once Jobs was unfettered by legacy businesses and an unfriendly board, he could run the company how he wanted. And it turned out that he wanted to run it pretty irresponsibly. NeXT did everything a bit weirdly, with exactly two salary bands, a constantly-shifting product roadmap, big joint ventures that Jobs would suddenly blow up for no particular reason, etc. It's actually a struggle to see what caused Jobs to evolve as a manager, other than the fact that his absolute control over the company meant that there was no one to blame when things didn't work.

The weird thing is that NeXT worked as a business, in part because in retrospect it was built as the target for a strategic acquisition by Apple. It had a great operating system, but a small installed base of machines running it; it had a CEO who was great at sales but limited in what he had for sale. And, by the time Apple bought them, Jobs seems to have figured out management by a process of elimination—alienate enough cofounders, partners, and investors, and you'll learn your limits.

Open Thread

Diff Jobs

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