Why you should read Steve Jobs’ bio

I’m halfway through the new Steve Jobs biography and it’s really making me think. I never paid much attention to Jobs when he was alive, other than having a general sense of his brilliance and his mercurial, intense personality. The book is bringing me a new appreciation and I think it’s essential for anyone whose job involves understanding a marketplace and delivering a great product, or enjoys pondering what makes a great leader.

By no means am I endorsing Jobs’ methods and style without reservation. There are multiple tales of his managerial caprice, and his cruelty and childishness aimed at employees, industry leaders and, most distressing, his family. I truly believe that great leaders can be–must be–empathetic and respectful. But there is no doubt that Jobs had qualities that only come only once in a blue moon.

His singular focus on quality, for instance. He insisted that even the insides of Apples should be well designed and put together, even though no one would see the result. That kind of dedication to quality sets a standard that permeates the organization.

In an age where nearly every corporate decision is made by committees backed up by market research, Jobs pushed through decisions in record time, because he was absolutely certain he knew what consumers wanted, even if they didn’t know it themselves. While that attitude went hand in hand with his arrogance, there is no doubt he was right far more often than he was wrong.

My favorite example so far is the decision to produce the iMac in multiple colors, which added considerably to its production cost. But when I read that section, I knew without a moment’s hesitation that it was the right decision. “I have the benefit of hindsight, of course, but I like to think I would have known it at the time.” Too often in corporate America, we’re afraid to make decisions that we know in our hearts are the right thing to do, because we can’t prove the decision empirically, and thereby avoid the potential of risk. That fear stifles innovation and kills passion, both inside a company and with customers.

Apple’s marketing and messaging, which Jobs drove with daily attention uncharacteristic of the average CEO, lifted Apple products above the usual purchase decision process. When I bought my first MacBook, I didn’t compare specs with other non-Mac laptops, the first time I’d made a major tech purchase without exhaustive research. For a variety of reasons, some practical and some emotional, I just knew I wanted a Mac. The “Apple-ness” of Apple products, both tangible and intangible, is the company’s most valuable differentiator, and exists because of Jobs’ vision and stewardship.

Perhaps Jobs’ most significant quality was his unwavering certainty that he and the people he worked with were doing more than building products; they were changing the world. This philosophy influenced his decisions on product design, marketing strategy, advertising and, really, everything. And the fact is, he did change history. “I’m reading the book and wrote this post on my iPad.”

If you have a hard time remembering what it was that attracted you to your job or your field, if you’re stuck for ideas of how to excite your customers, or if you’re feeling uninspired as a leader, this book could help you find a new spark.