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

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There are thousands of books on the topics of "becoming successful" and "making a career". What's not in any of these books are tips like, "Be arrogant. Do not listen to your customers. Treat your staff as if they were idiots. Behave like an asshole. "But those who read the Inside Apple Report will find that these were the recipe for success for Steve Jobs. Whether to imitate them? Your decision!

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


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.

Lashinsky takes you inside Apple's secretive Apple campus and takes you to internal strategy sessions. This is incredibly exciting and often surprising. Because Lashinsky never minces words 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 portrayed as a self-centered loner, "narcissistic moody, not paying attention to the feelings of others".

At the same time, however, Lashinsky also describes how Jobs authoritarian leadership style could lay the foundation for the universal triumph of current i-products. Jobs always went his way consistently, without even doubting his decisions. "It's well known that Jobs decided what customers want. He did not ask 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, not just the lower ones. "In fact, Apple has a popular phrase: Everyone who's at Apple wants to get out and anyone who is not there wants to get in."

What comes after Jobs


Lashinsky also describes in detail in his book the post-job era with Tim Cook at the top, whom he lists as table-loving pedants, "bar of 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 main minds and behind the scenes of the computer company. The book will polarize, not only because of the ruthlessly 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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