The Innovation Secrets of Steve Jobs

This book makes me wish some of my former bosses had been more like Steve Jobs and less like Pooh Bear-without-the-cuddly-charm. It unpicks the thinking of the man who’s pioneered the development of some of the sexiest products on the planet – our iMacs, iPhones and iPads – and turned everyone’s concept of music, film, mobile phones and the telly on its head.
Apple founder Steve Jobs wouldn’t be the easiest guy to work with but what an adventure you’d have at work.
“I believe it’s possible to replicate the Steve Jobs experience in your business, career and life if you understand the seven principles that drive him,” writes Gallo.
Gallo pieces together clues from presentations and past interviews to answer the underlying question: ‘What would Steve do?’
I’ve long harboured a snooty belief that books with ‘secrets’ and ‘success’ in their titles are oh so 80s American. Since this book manages to squeeze both words into its title, I picked it up with some misgivings.
Those concerns were both justified and misguided. The treatment is typical formulaic American but Apple mastermind Steve Job is an inspiring subject.
Carmine Gallo likes to repeat things: lots and lots and lots and lots of times. I know the theory. It’s like raising a child. Tell them enough times to close the door and eventually they’ll get the hang of it. Still, we’re adults and after a while all that repetition made me want to slam that door!
The core message runs to what Gallo calls Jobs’ seven principles of innovation. He repeats them on the inside flycover and again on the contents page so I’m not giving away too much by regurgitating them verbatim here.

Do what you love: Think differently about your career.
Put a dent in the universe: Think differently about your vision.
Kick start your brain: Think differently about how you think.
Sell dreams not products: Think differently about your customers.
Say no to 1000 things: Think differently about design.
Create insanely great experiences: Think differently about your brand experience.
Master your message: Think differently about your story.

Still, The Innovation Secrets of Steve Jobs is a quick and easy read. Each chapter about a principle is paired with one showing how other people have used the same principle to ‘think differently in their personal and professional lives’.
They all end with bullet-pointed practical ‘iLessons’ and you can’t complain that you don’t get the point. 
Read this book while the telly’s on. Read it while texting. Grab its lessons and run with them. You could even read it while shouting at the kids to close the door.

Usefulness: 7/10
ISBN: 978-00717-48759