Steve Jobs has turned his personality traits into a business philosophy. Hereas how he does it. Itas hard to believe that one man revolutionized computers in the 1970s and a80s (with the Apple II and the Mac), animated movies in the 1990s (with Pixar), and digital music in the 2000s (with the iPod and iTunes). No wonder some people worship him like a god. On the other hand, stories of his epic tantrums and general bad behavior are legendary. "Inside Steveas Brain" cuts through the cult of personality that surrounds Jobs to unearth the secrets to his unbelievable results. It reveals the real Steve Jobsanot his heart or his famous temper, but his mind. So whatas really inside Steveas brain? According to Leander Kahney, who has covered Jobs since the early 1990s, itas a fascinating bundle of contradictions. Jobs is an elitist who thinks most people are bozosabut he makes gadgets so easy to use, a bozo can master them. Heas a mercurial obsessive with a filthy temperabut he forges deep partnerships with creative geniuses like Steve Wozniak, Jonathan Ive, and John Lasseter. Heas a Buddhist and anti-materialistabut he produces mass-market products in Asian factories, and he promotes them with absolute mastery of the crassest medium, advertising. In short, Jobs has embraced the traits that some consider flawsanarcissism, perfectionism, the desire for total controlato lead Apple and Pixar to triumph against steep odds. And in the process, he has become a self-made billionaire. In "Inside Steveas Brain," Kahney distills the principles that guide Jobs as he launches killer products, attracts fanatically loyal customers, and manages some of the worldas mostpowerful brands. The result is this unique book about Steve Jobs that is part biography and part leadership guide, and impossible to put down. It gives you a peek inside Steveas brain, and might even teach you something about how to build your own culture of innovation.
