This speech probably took a lot of guts to deliver to the Apple faithful, and not surprisingly much of it was followed with of boos and jeers.

However the thing to note is this key statement below. One that I firmly believe really sets the foundation for the Apple we know today:

(at 7.25mins)

We have to let go of the notion that for Apple to win, Microsoft has to lose.

We have to embrace the notion that for Apple to win, Apple has to do a really good job. And if others are going to help us, then that is great, cos we need all the help we can get.

And if we screw up and don’t do a good job, then it’s our fault and no one else.

Do stay to the end of the video, as he has a nice monologue of the type of people (consumers) that buy Apple products and how Apple is staying true to them. If you now look back (or forward for that matter) at what Apple has done through the years, you can safely say that he has stayed true in many ways to this vision laid out in 1997. It really is all about making the best products they can make, and puts into context why Steve always says to the audience: “we really love it and think you will to”.

On a side note, his presentation style in 1997 is no different to 2010!

Via: Macworld Boston 1997-The Microsoft Deal.

Image source: Sigalakos

Original Post: http://www.designsojourn.com/how-steve-jobs-turned-apple-around-in-1997

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