Tech Brew Ride Home (IHP Bonus) Mike Slade on Steve Jobs' Return To Apple
Apr 30, 2023
In this conversation, Mike Slade, former Special Assistant to Steve Jobs, shares his insider experiences at Apple from 1998 to 2004. He recounts pivotal moments during Jobs' return, highlighting the challenges of redesigning the iMac and launching the iconic iPod. Slade discusses the transformative 'Think Different' campaign and its impact on Apple’s brand revival, alongside tales of navigating digital music with the emergence of iTunes. His anecdotes provide a fascinating glimpse into how Apple evolved from a struggling computer company to a leader in consumer electronics.
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Return to Apple
- Steve Jobs invited Mike Slade to rejoin Apple in 1998, initially offering him the role of running corporate marketing.
- Slade negotiated a part-time position as consigliere due to family commitments, attending executive meetings and offering an unbiased perspective.
Jobs' Yearning for Apple
- Steve Jobs always yearned to return to Apple, even while at NeXT.
- His consumer-focused instincts were evident, even though NeXT primarily targeted corporate clients.
Identifying Talent at Apple
- Upon returning to Apple, Jobs assessed the executive team, categorizing members as either "good" or "bozos."
- His goal was to retain the valuable employees and quickly remove the incompetent ones.