Carmine Gallo - The Innovation Secrets of Steve Jobs: Insanely Different Principles for Breakthrough Success

INSANELY DIFFERENT
Principles for Breakthrough Success

CARMINE GALLO

For Vanessa, Josephine, and Lela
My source of endless joy and inspiration

Copyright 2011 by Carmine Gallo. All rights reserved. Manufactured in the United States of America. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

ISBN: 978-0-07-174874-2

MHID: 0-07-174874-1

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I am grateful to the readers around the world who made The Presentation Secrets of Steve Jobs an international bestseller. I was thrilled to hear your stories. I hope you find this new content equally as valuable. Your passion inspires me. Id also like to thank analysts such as Rob Enderle and many others who enthusiastically endorsed the book on their blogs and Twitter posts.

My former editor at McGraw-Hill, John Aherne, was a big believer in this book from the beginning. In 2010, he chose to follow his heart and embark on what Im sure will be a wonderful journey. Thanks for everything, John.

Everyone at McGraw-Hill is fantastic. Vice president and group publisher Gary Krebs brings energy, passion, and enthusiasm to his role. It has rubbed off on this author! The rest of the McGraw-Hill team is equally as passionate: Mary Glenn, Heather Cooper, Lydia Rinaldi, Ann Pryor, Gayathri Vinay, Joe Berkowitz, Allyson Gonzalez, and everyone involved in editing, design, production, sales, and marketing. You make a wonderful team.

As always, thanks to my literary agent, Ed Knappman, who has mentored and guided me through my writing career.

Special thanks to Tom Neilssen and everyone at BrightSight for finding opportunities for me to share my insights and content with others.

Nick Leiber at Bloomberg BusinessWeek deserves a thank-you. He edits my columns and shares my enthusiasm. He is a wonderful collaborator.

Fauzia Burke, Julie Harabedian, and the team at FSB Associates continue to provide a fresh perspective and unique insight into the always changing world of online marketing and publicity. Thank you for teaching me something new!

My wife, Vanessa, deserves extra special thanks for helping with endnotes, editing, and preparing the material for submission. She means everything to me. My children, Josephine and Lela, are always a source of inspiration, as is the rest of my family: Ken and Patty, Donna, Tino, Francesco, Nick, my mother, and, of course, my father, who continues to live in our hearts. I know he is smiling on us all.

What the World Needs Now Is More JobsSteve Jobs

In an open letter to President Barack Obama, New York Times columnist Thomas Friedman challenged Obama to create more JobsSteve Jobs. We need to get millions of American kids, not just the geniuses, excited about innovation and entrepreneurship again. If you want more good jobs, Friedman argued, the nation must do a better job of fostering an environment where innovation is encouraged and allowed to flourish. In short, the country needs more people like Apple cofounder and CEO Steve Jobs. After all, thanks in large part to the revolutionary iPhone, one of the most innovative devices of the decade, Apple surpassed Microsoft in 2010 to become the most valuable technology company in the world. Thats a stunning achievement for any company and especially remarkable for one that was started in a spare bedroom.

America faces a host of problems as it enters the second decade of the new millennium. Millions of people are out of work or losing their homes, often both. One in six Americans lives on food stamps, public education is in desperate need of a radical overhaul, and businesses in every corner of the country are struggling to keep their doors open. Bookended by 9/11 at the start and a financial wipeout at the end, the first 10 years of this century will very likely go down as the most dispiriting and disillusioning decade Americans have lived through in the postWorld War II era; calling it the Decade from Hell,