Creating Ideas: Lessons from Steve Jobs

Reading through dozens of tribute articles to Steve Jobs over the past week, I’ve been struck, as many of us have, by the Apple founder’s focus and dedication to cultivating ideas – concepts which at times seemed visible and plausible to only him. My favorite anecdote appears in Rolling Stone’s insightful article on Steve’s life, in a section detailing his lack of direction as a young man and his subsequent retreat to Southeast Asia. Living among poor rural farmers in India, Steve realized one day just how important innovation is in advancing the quality of life among humans - positing that Thomas Edison did as much for peace and human rights as any humanitarian. From this single idea borne in a humble ashram, he went on to create a billion-dollar empire developing dozens of groundbreaking ideas and creating two cultural institutions: Apple Inc. with its cheerful, cutting-edge computer technology and Pixar, the award-winning animation studio responsible for the Toy Story films, Wall-E and UP.

This story resonated with me deeply as I’m sure it does with other young professionals and budding entrepreneurs. Only two years removed from college, I’m constantly looking for that one brilliant idea – the “aha” moment that will guide my career in the right direction. Prospective business owners understand this struggle. They may have an idea or multiple ideas they’re considering putting into action. But which one is the right one and how can that idea be used to turn a profit? Steve may have said it best himself in the following quotes:

1. Develop your products to be the best they can be.

"We've never worried about numbers. In the market place, Apple is trying to focus the spotlight on products, because products really make a difference. Ad campaigns are necessary for competition; IBM's ads are everywhere. But good PR educates people; that's all it is. You can't con people in this business. The products speak for themselves."

-Playboy Interview, 1985

2. Do your homework. Then trust your intuition.

"You can't connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something -- your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life."

- Stanford University, 2005

3. Approach your ideas in new, unconventional ways.

"There's an old Wayne Gretzky quote that I love: 'I skate to where the puck is going to be, not where it has been.' And we've always tried to do that at Apple.”

-Macworld Conference, 2007

4. Take risks. Avoid unnecessary fear.

“Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart. ... Stay hungry. Stay foolish."

-Stanford University, 2005

In conclusion, Steve’s seemingly effortless ability to make and sell great products likely resulted from countless hours of brainstorming, close analysis and trial and error. What led him to success was his passion for this process and the products he created as a result. So fear not, hopeful entrepreneurs, and keep working on those ideas. They may soon yield excellent results.