Be arrogant, treat customers and employees like idiots: Apple's recipe for success {Review}


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There are thousands of books on “becoming successful” and “making a career”. What is not in any of these books are tips like: “Be arrogant. Don't listen to your customers. Treat your employees as if they were idiots. Act like an asshole. ” But if you read the Inside Apple report, you will find that this was Steve Jobs' recipe for success. Should you imitate them? Your decision!


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Wolfgang Hanfstein 38Wolfgang Hanfstein is co-founder and chief editor of Managementbuch.de, the leading bookstore for executives, entrepreneurs and self-employed persons.

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Revelation novel instead of non-fiction book

You should not talk badly about the dead. Unfortunately, or fortunately, Adam Lashinsky does not stick to it. His report on the most successful and valuable IT company in the world is more like a revelatory romance than a non-fiction book.

In “Inside Apple”, Lashinsky takes you across the mysterious Apple campus and takes you to internal strategy meetings. It is incredibly exciting and often surprising. Because Lashinsky never leaves a mouthful when he talks about lousy machinations and human abysses.

The customers were not asked

Above all, the book shakes the massive edge of the once-important manager and visionary in the IT industry: Steve Jobs. The ex-AppleChef is drawn as an egocentric loner, "narcissistic moody, not paying attention to the feelings of others".

At the same time, Lashinsky also describes how Jobs' authoritarian leadership style laid the foundation for the universal triumphal march of current i products. Jobs has always followed his path consistently, without ever doubting his decisions. “It is known that Jobs decided what customers want. He didn't ask her for her opinion ”.

Who talks too much flies

Secrecy is an integral part of corporate culture at Apple. Employees often do not even know what their colleagues are doing. Lashinsky said that to talk about his own projects is taboo - even in the circle of the family.

Because who talks too much flies. The fear of sanctions still seems to be omnipresent at Apple and not limited to the lower items. "In fact, there is a popular saying at Apple: Everyone who is at Apple wants to get out, and everyone who is not there wants to go in."

What comes after Jobs

In his book, Lashinsky also describes in detail the post-job era with Tim Cook at the top, whom he publishes as a pedant in love with the table, "without any humor".

And he agrees with the prognosis that Apple will also publish successful products for jobs, but that it can no longer meet the huge expectations of being the innovator of the entire IT world.

Abandoned Appel?

Sounds like a farewell, but is the logical consequence of an ongoing development, which Lashinsky impressively tells.

Conclusion: “Inside Apple” is a very critical look into the most important minds and behind the scenes of the computer group. The book will polarize, not only because of the relentlessly open narrative style. If you want to understand what made Apple so successful, you have to read it.


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  1. Julian Revell

    Do you also offer individual coaching? That would really interest me.

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