Summary
Highlights
Steve Jobs acknowledges an audience member's criticism regarding his understanding of OpenDoc and Java. He admits that people like the gentleman are sometimes right, and there are aspects of OpenDoc he might not be familiar with. He highlights the difficulty of effecting change and integrating new technologies into a cohesive, larger vision to create successful, high-volume products.
Jobs articulates his core philosophy: 'You've got to start with the customer experience and work backwards to the technology.' He stresses that one cannot start with technology and then try to find a market for it, admitting this was a mistake he learned from. He explains that Apple's strategy involves identifying incredible benefits for the customer first, rather than focusing on existing awesome technology.
He illustrates his philosophy with the example of the LaserWriter. Despite containing 'awesome technology,' the key was its user-centric appeal. The product was revolutionary because users didn't need to understand its internal workings; they simply saw the impressive printout and wanted it, demonstrating the power of a compelling customer experience.
Jobs states that Apple needs to return to this customer-focused approach, even if it means sacrificing some initiatives like OpenDoc. He apologizes for any areas where he lacks knowledge but emphasizes the dedication of the Apple team. He expresses confidence that the team is working incredibly hard to make decisions, even if some mistakes are made, and encourages support for their efforts during this crucial period of change.