상세정보

아이폰과 아이패드로 전 세계의 집중적인 관심을 받고 있는 애플의 탄생과 발전, 실패, 부활, 그리고 1997년 애플에 복귀한 스티브 잡스의 활약상을 상세하게 그린 책. 특히 ‘애플’ 하면 가장 먼저 떠오르는 스티브 잡스의 경영 방식과 오늘의 애플이 있기까지 수고한 스티브 워즈니악, 마이크 마쿨라, 마이크 스콧, 존 스컬리, 질 아멜리오, 가이 가와사키, 레지스 매케나 등의 역할을 짚어보고 있다.

무엇보다 중요한 것은 이 책에 소개된 리사, 맥, 아이맥, 아이팟, 아이폰, 아이패드에 이르는 ‘애플 제품’의 개발 과정과 애플의 개발자들, 그리고 광고 및 홍보, 마케팅 성공 사례를 통해 본 애플 혁신의 비법이다. 애플의 혁신 비법, 성공 전략을 통해 우리는 애플이 디지털 산업과 콘텐츠 산업을 열어나가는 방식을 살펴볼 수 있으며, 미래 산업을 위해 우리가 무엇을 준비해야 할지 생각해볼 수 있다.

Reveals the master plan behind Apple’s revolutionary business model

“We don’t underestimate people....Rather than making a far inferior product for a hundred dollars less, we gave the people the product that they want and that will serve them for years, even though it’s a little pricier. People are smart; they figure these things out.” --Steve Jobs

The Apple Way divulges the secrets and management principles that keep Apple far ahead of the curve. Find out how to implement these and other winning strategies in your organization to trigger a technological and stylistic revolution of your own:

* Make the customer and the product king
* Balance manufacturing with delivery logistics
* Motivate and inspire people outside the company to do your marketing and public relations
* Invent new distribution channels
* Decide on your company image and stick to your guns
* Leapfrog the competition
* Learn from both successes and missteps

Jeffrey L. Cruikshank is the author or coauthor of numerous books for practicing managers, including The Intellectual Venture Capitalist: John H. McArthur and the Work of the Harvard Business School (Harvard Business School Press). He also played a key role in developing several McGraw-Hill titles, including The Leadership Secrets of Colin Powell and The Essential Vince Lombardi.

Reveals the master plan behind Apple’s revolutionary business model

“We don’t underestimate people....Rather than making a far inferior product for a hundred dollars less, we gave the people the product that they want and that will serve them for years, even though it’s a little pricier. People are smart; they figure these things out.” --Steve Jobs

The Apple Way divulges the secrets and management principles that keep Apple far ahead of the curve. Find out how to implement these and other winning strategies in your organization to trigger a technological and stylistic revolution of your own:

• Make the customer and the product king
• Balance manufacturing with delivery logistics
• Motivate and inspire people outside the company to do your marketing and public relations
• Invent new distribution channels
• Decide on your company image and stick to your guns
• Leapfrog the competition
• Learn from both successes and missteps

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