Steve Jobs and "the bicycle for the mind"  OCT 15 2010

I enjoyed this extensive interview with John Sculley about his time at Apple (he was CEO from 83-93) because of 1) his insight into Steve Jobs' way of thinking, 2) his willingness to talk about his mistakes, and 3) his insights about business in general...he gives Jobs a lot of credit but Sculley is clearly no slouch. Some high points:

[Jobs] felt that the computer was going to change the world and it was going to become what he called "the bicycle for the mind."

On the small size of teams actually building products:

Normally you will only see a handful of software engineers who are building an operating system. People think that it must be hundreds and hundreds working on an operating system. It really isn't. It's really just a small team of people. Think of it like the atelier of an artist.

Sculley was president of Pepsi before coming to Apple:

We did some research and we discovered that when people were going to serve soft drinks to a friend in their home, if they had Coca Cola in the fridge, they would go out to the kitchen, open the fridge, take out the Coke bottle, bring it out, put it on the table and pour a glass in front of their guests.

If it was a Pepsi, they would go out in to the kitchen, take it out of the fridge, open it, and pour it in a glass in the kitchen, and only bring the glass out. The point was people were embarrassed to have someone know that they were serving Pepsi. Maybe they would think it was Coke because Coke had a better perception. It was a better necktie. Steve was fascinated by that.

On why he should not have been hired as Apple's CEO:

The reason why I said it was a mistake to have hired me as CEO was Steve always wanted to be CEO. It would have been much more honest if the board had said, "Let's figure out a way for him to be CEO. You could focus on the stuff that you bring and he focuses on the stuff he brings."

Remember, he was the chairman of the board, the largest shareholder and he ran the Macintosh division, so he was above me and below me.

After Jobs left, Sculley tried to run the company as Jobs would have:

All the design ideas were clearly Steve's. The one who should really be given credit for all that stuff while I was there is really Steve. [...] Unfortunately, I wasn't as good at it as he was.

And finally, Sculley and Jobs probably haven't spoken since Jobs left the company:

He won't talk to me, so I don't know.

Jobs is pulling a page from the Don Draper playbook here. In season two, Don tells mental hospital patient Peggy:

Peggy listen to me, get out of here and move forward. This never happened. It will shock you how much it never happened.

Maybe Jobs is still pissed at Sculley and holds a grudge or whatever, but it seems more likely that looking backwards is something that Jobs simply doesn't do. Move forward, Steve.

Read more posts on kottke.org about:
Apple   business   interviews   John Sculley   Mad Men   Steve Jobs

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