By Judith Lee

You may have read my previous column about the late Steve Jobs, and if so, you know I am not fond of the guy. I got to know him through Walter Isaacson’s biography, Steve Jobs. I have finished the book, and I have a few more insights to share about leadership.

In the second half of Jobs’ career, he continued to be a bear of a guy to work for. However, he did have some notable accomplishments, including literally saving Apple from itself. At the time Jobs returned to Apple, it had become a company that was very similar to its competitors.

Jobs realized this was poison to innovation. He ruthlessly (of course) downsized the company’s product line and workforce. He only retained the “A” players and focused them on innovation with his “Think Different” campaign.

Why is it important to Think Different? Because we live in a commoditized world, and when your product becomes a commodity, they only way to compete is on price – the lowest price.

We also know that the human brain compartmentalizes between “possible” and “not possible.” Sometimes the items considered “not possible” ARE possible, but our own brains prevent us from seeking the solution.

Steve Jobs pushed his people to achieve the “not possible” – and they did. The most notable of these is the modern smartphone. I often wonder how we got along without it. So here’s a tip of the hat to leaders that Think Different and push for innovation that improves our lives.

Just try to consider the human cost more than Mr. Jobs did.

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Judith Lee is a marketing and communications professional who focuses on social media and email marketing based in Atglen. She is a SCORE Volunteer and the Chair-Elect of the Southern Chester County Chamber of Commerce. She can be reached at 610-368-2058 or via email at judithlee@epix.net.

Top photo credit: Cheers Steve via photopin (license)