Summary: Last year, Fortune named Jobs the best CEO of the decade, believing that an entrepreneur who can reshape any market is a lifelong achievement. However, he can change four existing markets at the same time, and Jobs is the first person in history. Why on earth did Jobs succeed? How did he succeed? What Marxist principles did he adhere to in his success?
Key words: practice, cognition, innovation, value, price and science. 1. Overview.
God has three apples. The first one was eaten by Adam and Eve, so human beings were born. The second one hits Newton's head and throws gravity; The third one was bitten by Jobs and created a miracle that others could not break.
Steve Jobs (1955-20 1 1), inventor, entrepreneur, co-founder and former CEO of American Apple Company. 1976, Jobs and his friends founded Apple Computer Company. He has been with Apple for decades, and has led and launched Macintosh, iMac, iPod, iPhone and other electronic products that are deeply loved by hundreds of millions of people around the world. 20 1 10 He died of illness on 10, at the age of 56.
Last year, Fortune named Jobs as the best CEO of the decade, saying that "if an entrepreneur can reshape any market, it is a lifetime achievement, such as Henry Ford's reform of automobile production process. However, he can change four existing markets at the same time, and Jobs is the first person in history. Second, use Marx's principles.
First of all, Jobs can clearly know that practice is the basis of cognition. Practical activities are the process of the transformation of the objective world and the interaction between subject and object through certain intermediary. Subject refers to people who have thinking ability and engage in social practice and cognitive activities, while object refers to the objects that practice and cognitive activities point to. The relationship between subject and object is fundamentally the relationship between cognition and practice, and the relationship between transformation and being transformed.
Practice is the basis of cognition, and its decisive role is mainly manifested in 1, which has created the need for cognition; 2. Practice makes understanding possible; 3. Practice produces and develops knowledge; 4. Practice is the only criterion for testing truth.
It is precisely because Jobs can clearly understand the nature and laws of cognition that he can realize what people need most in the vast market.
As early as the first version of the IPod came out, Bill Gates must be snickering, saying that this brother lost his head and made a rotten MP3 player in Zhuhai, China, where he could buy it for just over ten yuan. But the value of Jobs lies in recognizing and attaching great importance to users' needs and being easily inspired by the outside world. It is because he knows the nature and laws of cognition that he has achieved great success on the IPod. Secondly, Jobs realized the importance of innovation. He once said: "There is no end to innovation! As long as you dare to think, nothing is impossible, and immediately jump out of the box of thinking. If you are in a rising sunrise industry, try to find a more effective solution: a more attractive and concise business model. If you are in a shrinking industry, get rid of it and change jobs or industries before you become behind the times. Don't delay, start innovation immediately! "
For innovators, the value of innovation lies in the growth of "value". Learning can make many people "excellent", but innovation is the best judge of individual differences. The significance of innovation is to meet the objective needs and effectively solve the problems that have been encountered and will be encountered in work and life. Innovation is first of all the renewal of ideas, things are constantly developing and changing, people's ideas are constantly updated with the emergence of new information, new theories and new things, and the ideas and theories that lead the change are the highest realm of innovation, so it can be said that innovation is the driving force of development. There are actually many modes of innovation, but any innovation cannot be divorced from practice, and it must be cultivated in practice. The timing, practical value and degree of innovation are very important, and the goal of innovation is the destination and starting point of innovation. The innovation mode can be innovation in the field of management thinking, management mechanism, strategy, behavior and technology. Innovation is to be the best in the world, that is, to change the irrationality of the past and let a person, a team and a collective get the leading opportunity forever.
It is precisely because of innovation that Apple has successively introduced Macintosh, iMac, iPod and iPhone. Every innovation has brought surprises to users and promoted the continuous development of the industry. For many computer users, Apple has defined and led the computer industry, promoted technological innovation and changed people's perception of personal computing. Apple, which has always been at the absolute forefront of technological innovation, has achieved a huge market at an alarming rate.
US President Barack Obama rated Jobs as one of the greatest innovation leaders in the United States. "He has extraordinary courage to create different things and transform the world with a fearless spirit. At the same time, his outstanding talent has made him a person who can change the world.
Third, Jobs understood that "value" and "price" are two different things. The value of commodities is determined by the socially necessary labor time for producing commodities, and the exchange of commodities is based on the value and is carried out according to the principle of equivalent exchange, forming the law of value. The law of value is a universal law that runs through the whole commodity economy. It not only dominates commodity production, but also dominates commodity circulation. In commodity economy, the expression of the law of value is that commodity prices fluctuate spontaneously around commodity value. Due to the change of supply and demand, the price of goods is always higher than the value and lower than the value, fluctuating around the value center. For a long time, the part whose price is higher than the value and the part whose price is lower than the value can offset each other, and the average price and value of goods are the same. As Marx pointed out: "The possibility that the price is inconsistent with the magnitude of value, or that the price deviates from the magnitude of value, is already included in the price form itself. But this is not a disadvantage of this form. On the contrary, it makes this form an appropriate form of this mode of production. Under this mode of production, rules can only open the way for themselves as an irregular and blindly effective average law. "
If all your decisions are based on price, you will be in trouble. If we rely solely on the price, it will be even worse. Price is not that important at all, what matters is value. Values include training, support and sincere happiness gained by using the most reliable tools. It can be said that few people buy Apple products because they are cheap.
Finally, Jobs understood that the most permanent invention was the grafting of art and science. Steve often points out that the biggest difference between Apple and all other computer companies is that Apple really tries to graft art and science. Jobs pointed out that the original team studying Mac had educational backgrounds in anthropology, art, history and poetry. This has always been an important factor for Apple products to stand out. This is the difference between iPad and all tablets before or after it. This is the appearance and touch of a product, and it is its soul. But it is difficult for computer scientists or engineers to see this importance, so any company must have a leader to realize this importance.
"Science and technology are the primary productive forces" is an extremely important scientific assertion in Deng Xiaoping Theory. This paper enriches and develops Marxist theory on science, technology and productivity. Among them, productivity is the link between scientific view, technical view and historical view. From Marx's "science and technology are productive forces" to Deng Xiaoping's "science and technology are the primary productive forces" is a great development, which truly realizes the unity of Marxist scientific view, technological view and historical view, thus profoundly embodying the characteristics of Marxist philosophy monism. From the background of the times, it is also a highly theoretical summary of the development trend of the integration of contemporary science and technology and production.
Comrade Deng Xiaoping put forward the theory that "science and technology are the primary productive forces", which raised science and technology to the primary position of the socialist economic development strategy. This is not only based on the experience summary of contemporary world economic development, but also has sufficient theoretical basis of Marxism. In fact, this scientific conclusion itself embodies the new development of historical materialism. As early as 100 years ago, Marx put forward the argument that science and technology are productive forces, and began to combine the three concepts of science and technology and productive forces (the basis of all history) in the same proposition. Today, Comrade Deng Xiaoping further put forward the conclusion that "science and technology are the primary productive forces", which mainly attributed the productive forces to the height of science and technology, and realized the unity of Marxist views on science, technology and history not only in form but also in essence.
Jobs went one step further and combined science and culture perfectly, creating a miracle. Third, change the world.
We are no strangers to the feeling that enterprises change the world. For example, the germination of market economy and capitalism has created modern civilization, which has long been historical common sense. For example, navigation and global discovery, the establishment of the Dutch East India Company and Asian trade have all caused great subversion to the global pattern. Even the causes of the two world wars are directly related to economic recession and enterprise closure. Narrowing the scope a little further, Ford, an automobile manufacturer, invented the "assembly line" mode, which he probably didn't expect himself. The original intention is just a management method to improve labor productivity and increase company profits. But in the end, "Fordism" actually became a deep imprint in the history of thought, not only as a symbol of the industrial age, but also triggered criticism of modernity in the fields of science and humanities, and seemed to be an accomplice to alienating human beings. The debate on scientific rationality, free spirit and human liberation is still inconclusive, and the research on "post-Ford era" continues.
Although, we are no strangers to the feeling that enterprises change the world. For example, the germination of market economy and capitalism has created modern civilization, which has long been historical common sense. For example, navigation and global discovery, the establishment of the Dutch East India Company and Asian trade have all caused great subversion to the global pattern. Even the causes of the two world wars are directly related to economic recession and enterprise closure. Narrowing the scope a little further, Ford, an automobile manufacturer, invented the "assembly line" mode, which he probably didn't expect himself. The original intention is just a management method to improve labor productivity and increase company profits. But in the end, "Fordism" actually became a deep imprint in the history of thought, not only as a symbol of the industrial age, but also triggered criticism of modernity in the fields of science and humanities, and seemed to be an accomplice to alienating human beings. This debate about scientific rationality, free spirit and human liberation has not been concluded yet.
The contemporary era in which Jobs lives seems to be in the "post-Ford era": young people are trying to be different, not standardized. The world has experienced the agitation of racial movement, women's liberation movement and environmentalism. Today, talking about the economic ethics and social responsibility of a large enterprise is far more noticeable than efficient management. The "post-Ford era" has ushered in various substitutes: flexible production, equal team work, and everything is changing to stimulate people's creativity instead of annihilating personality. Thinkers seem to have seen people themselves and realized how important people's feelings and psychology are. Accordingly, the consumption field fully caters to people's senses, and even excessively stimulates individuals' potential desires, which makes individualism reach an unprecedented height in the contrast of consumer culture.
These changes are easy to say, but organizations and individuals who can really grasp the pulse of the times are simply rare. Because the "second wave" has not completely faded, factories are still all over the world, and labor-intensive processing and the pursuit of high profits are still the driving instinct of capital. Any self-made enterprise dare not abandon these principles at once, nor will it give up simply pursuing profits to take care of employees' happiness, environmental harmony and social responsibility. Organization and discipline are still the core system to unify the operation of an organization. What the market and consumers really like, under the trend of diversification and niche, people's hearts are becoming more and more elusive. When people no longer enjoy the same aesthetics, read the same books and listen to the same songs, the world seems to be back to the original disorder, and it is more difficult than ever to grasp market trends and collective psychology. Even if it succeeds, it is easy to lose power and be abandoned by consumers who like the new and hate the old.