One of my funnier Steve stories…

On Friday I was asked by a coworker to share one of my favorite Steve stories with the rest of the team. One of the funniest that came to mind was about the first time Dr. Dre showed up on Apple’s campus back in 2003. Being that we were trying to transition ourselves from being seen as a computer company to a music company it was critical that we have major figures within the music industry to speak at the keynote for the iTunes launch. Steve quickly discovered that he and Dr. Dre did not speak the same language. There were a few of us on the iTunes team who were used to working with personality types like Dr. Dre and we ended up coaching Steve quite a bit in preparation for this keynote. It was not long before we came to sobering realization that no amount of coaching was going to help.

The above video is from the iTunes keynote held at Moscone center.  We couldn’t get Dr. Dre to follow the script for the life of us (with all of the media there, it was a royal nightmare).

Immediately following the Beats acquisition last week, Eddy Cue and Jimmy Lovine made an appearance at the Code conference.

Right around 30:20 in this video, Eddy Cue shares more about the future of Apple’s TV strategy than I’ve yet to hear mentioned on the public record from someone within the company. In the five years I was at Apple, Eddy and I worked very closely on a number of products together, he was responsible for presenting my design work to Steve on a weekly basis. Today he is one of the few figures who Apple now permits to be a voice of reason and face to the company. The full Walt Mossberg interview is about an hour long but is worth watching if you have a little time to set aside.

The interviewers did a great job of expressing the concerns about Apple’s need to have acquired Beats. Apple has acquired technology in prior acquisitions, never before have they had the need to acquire culture or keep a brand alive that was not conceived of internally.

" The amateur, while overidentifying with his job, is someone who has not mastered the technique of his art and will not expose himself to judgment in the real world... The professional, though he accepts money, does his work out of love. He has to love it. Otherwise he wouldn’t devote his life to it of his own free will... The professional has learned, however, that too much love can be a bad thing. Too much love can make him choke. The seeming detachment of the professional, the cold-blooded character to his demeanor, is a compensating device to keep him from loving the game so much that he freezes in action. "Steven Pressfield (The War of Art)

" The counterfeit innovator is wildly self-confident. The real one is scared to death. "Steven Pressfield

" Resistance outwits the amateur with the oldest trick in the book: It uses his own enthusiasm against him. Resistence gets us to plunge into a project with an overambitious and unrealistic timetable for its completion. It knows we can’t sustain that level of intensity. We will hit the wall. We will crash.

The professional, on the other hand, understands delayed gratification. He is the ant, not the grasshopper; the tortoise, not the hare... The professional arms himself with patience, not only to give the stars time to align in his career, but to keep himself from flaming out in each individual work. He knows that any job, whether it's a novel or kitchen remodel, takes twice as long as he thinks and costs twice as much. He accepts that. He recognizes it as reality. "Steven Pressfield (The War of Art)


If I were forced to choose between hiring someone who felt they were in tune with their own genius vs. someone who had to put down other people’s genius in order to make themselves appear superior. I would always choose to hire the person who felt they were more in tune with their own genius.

" Many a false step was made by standing still. "Chinese Proverb