The Apple Way

12 Management Lessons from the World's Most Innovative Company

Jeffrey L. Cruikshank

Publisher: McGraw-Hill, 2006, 206 pages

ISBN: 0-07-226233-8

Keywords: Apple

Last modified: Nov. 4, 2008, 11:01 a.m.

With more than 10 million iPods sold to date, an unprecedented 250 percent stock value increase in just one year, and a net income increase of 530 percent, Apple has skyrocketed to dizzying heights of success. But the ride has not always been smooth, and the company’s legendary cofounder, Steve Jobs, has seen it all. From its early unveiling of the unreliable, clunky $9,995 "Lisa" computer in 1983, to its recent staggeringly successful breakthrough product, the iPod, this company has not only reinvented itself many times over, but it also has revolutionized the entire computer industry. What are its secrets? Find out in The Apple Way.

In today’s fast-moving technology world, Apple has learned—often through hard-won wisdom—that you can’t do it by yourself, no matter how smart you are. Markets move quickly, technologies grow complex, and too many intelligent people invest too much time and money in innovation. The Apple Way reveals the secrets and management principles that keep Apple ahead of the curve—including innovative product development, cutting-edge marketing strategies, sleek design and packaging, and a high-performance corporate culture. You’ll discover how Apple combines consistency with continuity and follow-through, and balances vision with practicality.

Follow Apple’s example and learn how to:

  • Make the customer king
  • Make the product king
  • Break the marketing mold
  • Build the learning organization

Although Apple is a technology company, this is not a story for computer buffs, but rather a book for managers who want to learn valuable lessons from both Apple’s mistakes and triumphs—all of which have led to its continuing evolution and ultimate meteoric rise to success. Because, for Steve Jobs and the visionaries at Apple, finding the future isn’t enough—you also have to deliver it.

  • Introduction
  • Chapter 1: Marvels and Margins
  • Chapter 2: Find the Future
  • Chapter 3: Take Their Breath Away
  • Chapter 4: Guard the Family Jewels
  • Chapter 5: Keep Your Friends (Reasonably) Close to You
  • Chapter 6: Keep Your Promises
  • Chapter 7: Build the Cult
  • Chapter 8: Get It Out There
  • Chapter 9: Keep Your Cool
  • Chapter 10: Flog the Bad Guy
  • Chapter 11: Fix Your Leaders
  • Chapter 12: Fix Your Plan
  • Notes


The Apple Way

Reviewed by Roland Buresund

Excrement * (1 out of 10)

Last modified: Nov. 3, 2008, 12:40 p.m.

This is such pure trash that it is hard to describe it!

They don't adhere to management practices, misrepresent Apple's history, lies outright about the IT-industry and makes up numbers without any justifications.

I was ready to puke after only the first 30 pages.


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