8.10.2011 - The Big Picture of Steve Jobs





It's very easy to downplay the impact of a person who was a leader in the world of media and technology. When a person such as Steve Jobs dies, immediately after he's lauded for his vision and disciplined business sense, he's criticized for stealing ideas and "just" being a good marketer.

In my profession, developing strategies and long term goals is not just a part of design, it is design. Well crafted designs, in all fields, have a longevity that is meant to compliment an overall strategy for whatever the objective might be.
Steve Jobs made technology usable for everyday people. And he was a master at this.
That's why I take it somewhat personally when the efforts by him, and others like him, are downplayed for their importance. As a graphic designer I'm always trying to develop designs that find a balance between form and function and fit within my client's long-term strategy. It's always about the big picture. And there's a real lack of imagination when someone is unable to see the big picture that Jobs was trying—and did create.
Yes, he didn't invent the mouse. He stole the idea from Xerox. His visit to Xerox is well documented. But he changed it from a $300 device to a $15 device and connected it to a GUI. He made the technology accessible to the public.
The Superbowl ad of 1984 costed millions and didn't even contain a product shot. The Board fought him on this every step of the way. But after it aired it was praised for the originality in its message and evocation of emotion. A 1984 ad referencing Orwell's 1984 that villainized the IBM-esque institution using no product shot was able to show audiences there's an alternative to the status-quo. Brilliant.
In 1998 Jobs was severely criticized for accepting a cash injection from Microsoft, a direct competitor, to stay afloat (it also helped Microsoft hold off the anti-trust lawsuits). The money allowed them to continue development of the candy coloured iMac G3 which was released a year later to numerous awards and critical acclaim. A computer that sported a design that was fun and allowed the general public to make an emotional connection with.
With the successful launch of the first device in the i-line of Apple products, Jobs capitalized on the success with one successful launch after the next. iPod, iTunes, iPhone and iPad. Stocks rose and the fanatical customer base grew (I'm included in there too). Over 75% of all MP3 users use an iPod. iTunes revolutionized the music industry and the iPad is the leading seller for tablets and notebooks. If you include "satisfied" along with "very satisfied" they are number one by an incredible margin in customer satisfaction.
Steve Jobs wasn't "just" a marketer or "just" a good businessman. He was a visionary who set out to make technology and media work for people.
He'll be missed.
J