1. Beautiful design

Scully said that he and Jobs both like beautiful design, and Jobs also believes that design should start from the perspective of user experience. They studied with Italian designers, including car designers. They studied every aspect of car design, including comfort, materials and colors, and no one in Silicon Valley was doing that at the time. Scully said it was not his idea but Jobs', but his professional background at the time was in design. What Apple does is not just computers, but also product design and marketing design. This is a question about the company's positioning.

2. User experience

Jobs always considers the question, what is the user experience of the product? User experience is an end-to-end system, and it is also related to product manufacturing, Supply chain, marketing and retail related.

3. No group discussion

Jobs once said: "If a person doesn't know what a graphics-based computer is, how can I ask him what a graphics-based computer should be? Like? No one has seen anything like this before.” Jobs believed that showing a calculator to others would not help explain how computers worked because it was too big a leap.

4. Perfectionism

Jobs believes that every step must be done well. He pays attention to methods in everything and is very cautious. Jobs was actually a perfectionist.

5. Foresight

Jobs believed that computers would become consumer products. This was a startling idea in the early 1980s, when people thought personal computers were just smaller mainframes. This is also IBM's view. Others believed that personal computers might be similar to game consoles, as several game consoles were already on the market. But Jobs had a completely different view. He believed that computers would change the world and help people gain abilities they had never imagined before. A computer is not a game console, nor is it a miniaturized mainframe.

6. Minimization

What makes Jobs’ approach unique is that he believes that the most important decision is not what you should do, but what you should not do. He is a minimalist. Steve Jobs was always cutting back on elements to bring products to their simplest level. Of course, Jobs didn't oversimplify products, he just simplified complex systems.

7. Recruit the best people

Jobs always found the best and brightest people. He has a charisma that attracts others to join his team. Additionally, he was able to convince people of his vision without an actual product. Jobs always reached out to those who he believed were the best in a certain field. He always took charge of recruiting for his team himself rather than leaving it to others.

8. Improve details

One of Jobs’s ideas is to “change the world.” On the other hand, Jobs also pays great attention to details, such as how to develop products, how to design software, hardware and systems, and what peripherals the product should have. He was always personally involved in advertising, design, everything.

9. Keep the scale small

Jobs did not like large companies. He believed that large companies were full of bureaucracy and lacked efficiency. He calls these companies "suckers." Jobs once believed that the Mac team should have no more than 100 people, so if someone wanted to join, someone had to leave. Jobs once said: "I can't remember more than 100 names, and I only want to work with people I know well. So if the scale exceeds 100 people, then we have to change the organizational structure, and I can't work in that way." The way I like to work is that I have access to everything.”

10. Say no to bad jobs

Scully believes that Apple is like an artist’s studio. Jobs was a skilled craftsman. An engineer once showed Jobs some software code he had just written, and Jobs looked at it and said, “It’s not good enough.

"Jobs always pushed others to be the best they could, so Apple employees were always able to accomplish things they thought they couldn't do.

11. Good taste

One of the main differences between Jobs and Bill Gates and others is that Jobs and others always focus on products that can occupy the market, and they always launch products to seize the market. Jobs never did this. He believed that it should be perfect.

12. Think about the problem from a system perspective

The iPod is a good example that reflects Jobs' emphasis on user experience and user experience. The focus on the entire end-to-end system. Jobs always focused on the end-to-end system. He was not a designer, but an excellent system.