Kawasaki: "Many people have explained what one can learn from Steve Jobs. But few, if any, of these people have been inside the tent and experienced first hand what it was like to work with him. I don’t want any lessons to be lost or forgotten, so here is my list of the top twelve lessons that I learned from Steve Jobs."
1. Experts are clueless.
2. Customers cannot tell you what they need.
3. Jump to the next curve.
4. The biggest challenges beget best work.
5. Design counts.
6. You can’t go wrong with big graphics and big fonts.
7. Changing your mind is a sign of intelligence.
8. “Value” is different from “price.”
9. "A players" hire "A+ players".
10. Real CEOs demo.
11. Real CEOs ship.
12. Marketing boils down to providing unique value.
(Read more: http://blog.guykawasaki.com/2011/10/what-i-learned-from-steve-jobs.html#ixzz1abEr8yHK)
Ok, so these lessons are written within the context of the consumer technology world or need further explanation, ("experts are clueless"). But, I think nearly all apply to mobility management or developing mobility services. I am particularly interested in lessons 1, 2, 3, 7, 8 and 12.
1. Experts are clueless ... I've heard excellent experts at conferences and we hire consultants for studies, but they usually don't think too far outside the box unless you push them hard.
2. Customers can not tell you what they need ... I think customers can tell you all about failures or shortcomings of conventional solutions, but not how to overcome them.
3. Jump to the next curve ... Not a safe move but often necessary. Do you have a vision for community mobility? Can you describe it or how a community can get there?
7. Changing your mind ... To be flexible in the face of evidence is an advantage.
8. Value is different from Price ... I think about this a lot. I think a basic question for community mobility is - Can we create new combinations of mobility services people would choose to use over owning their own automobile? Can we target user subsidies to people who need them and charge market prices with added high value to mainstream customers?
12. Marketing boils down to providing unique value. This one sums up the need for revolutionizing services and their delivery. Easier said than done.
Thank you Steve Jobs.