Steve Jobs was known for his intense focus, vision, and innovative thinking, qualities that played a major role in shaping Apple into the global technology giant it is today. One question that he allegedly asked senior Apple employees “almost every day” reveals a core element of his approach to leadership and success: “What are we going to do next?”
This question, though seemingly simple, encapsulates a mindset that set Jobs apart from many of his peers. His approach to business and innovation was relentlessly forward-looking. He didn’t dwell much on past achievements or get too caught up in current successes. Instead, he was always thinking about the next step, the next big thing that would keep Apple ahead of the curve and continue to push the boundaries of technology.
At its heart, the question “What are we going to do next?” was a reflection of Jobs’ constant drive for improvement and disruption. He believed that innovation was the key to Apple’s success, and innovation required a willingness to look beyond the present, to anticipate future needs, and to take risks. By constantly asking his team this question, Jobs instilled a sense of urgency and purpose within Apple’s culture, pushing employees to never become complacent or satisfied with the status quo.
Jobs’ obsession with the future and what’s next was not just about making incremental improvements to existing products. It was about imagining entirely new categories of products and experiences. For instance, the creation of the iPhone, which revolutionized the smartphone industry, was born out of Jobs’ ability to envision a world where people would no longer rely on physical keyboards or buttons. He didn’t just want to improve phones; he wanted to redefine what a phone could be.
This relentless focus on the future also helped Jobs and Apple avoid some of the pitfalls that befell other technology companies. While many competitors were focused on perfecting existing technologies or replicating successful products, Jobs remained steadfast in his belief that the next big breakthrough was just around the corner. This visionary mindset allowed Apple to leapfrog its competitors and become an industry leader.
Moreover, Jobs’ constant pursuit of the next big thing wasn’t just about technology or products; it also influenced Apple’s business model, culture, and brand. He understood that the company’s success was not just about selling products but about creating an entire ecosystem where innovation, design, and user experience all worked together harmoniously. This foresight was a driving factor behind Apple’s ability to create an ecosystem that spans hardware, software, and services, making the company more resilient and sustainable in the long run.
Jobs’ focus on “What’s next?” was not a mere leadership tool; it was a way of life that permeated Apple’s culture. It kept the company on the cutting edge and constantly searching for new opportunities. It encouraged employees to think beyond their daily tasks and think about the larger vision. By always having the next challenge in mind, Jobs ensured that Apple remained one step ahead of the competition, cementing his legacy as one of the most successful and innovative leaders in modern business history.
