“Having been in Silicon Valley for 50 years, I’m an expert in assholes, okay?” says Guy Kawasaki, Apple’s early developer evangelist. “And 99.9 percent of assholes are egocentric assholes. But Steve is one of the very rare mission-driven assholes. He was driven by a mission to make the greatest computer by the greatest company. And if you got in the way of that, he would run you over. He would run you over, back up, and run you over again.”
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No executive, before or since, has incorporated comedy so memorably into product presentations. When, in 2002, Jobs wanted to cajole an auditorium full of software companies to rewrite their programs for Apple’s new Mac OS X operating system, he staged a full onstage funeral for the outgoing Mac OS 9, complete with a live organist, a eulogy he read himself, and a casket occupied by a four-foot–tall Mac OS 9 box.
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If you encountered Jobs in only one context, you were like one of the blind men in the parable of the elephant. You’d have to have known him for years to see the whole man, and even then you might get a picture that felt fractured or incomplete.
“He was a man of contradictions,” Hertzfeld says. “Almost any adjective you could think of could apply to him at different times.”
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