Words with Steve Jobs Brian Barton 9781535101233 Books
Download As PDF : Words with Steve Jobs Brian Barton 9781535101233 Books
From USA Today featured author Brian Barton...
What happens when you enter Apple’s top secret design lab without permission? What did Steve Jobs, CEO of Apple, write in his 13-word email to the author? And, what’s the scene really like at Apple’s Cupertino campus? The answers are in Words with Steve Jobs.
Join the author, an ex Apple freelance employee, on a joyous (non-proprietary) romp through his tenure at the company’s Cupertino headquarters. You’ll get a unique view on Macworld 1997, the “Get a Mac” ad campaign, and the lunchtime crowd at Caffé Macs—even Apple’s hip designers. Words with Steve Jobs is an essay about Apple during its salad days.
Brian Barton is a USA Today featured author whose work has been featured in Esquire, The London Times, and Time. He lives in New York City with his family and one adorable Labrador retriever. Click his name at the top of this page to view all of his books.
NOTE This essay is about 50 pages long.
Words with Steve Jobs Brian Barton 9781535101233 Books
This story is a vignette about one email exchange between the author, a former Apple employee, and Steve Jobs. It is a brief story but it is well written and I found it enjoyable because it provides the insider's view into Apple as a company. What do they eat in the cafeteria? What is the security in the design lab? What is the Apple campus like? Having worked in other computer companies all my life I found those little things interesting. The email exchange about Mac/PC ad campaigns was not surprising but curious.Ali Julia review
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Words with Steve Jobs Brian Barton 9781535101233 Books Reviews
The way this book reads reminds me of something I would hear on a podcast like This American Life - a vignette or essay rather than a full blown book. Barton is a storyteller, and I love when storytellers are engaging, descriptive and avoid repetition. Barton fits the bill. I felt like I was Barton at the coffee shop reading the email, Barton on the Apple campus and Barton "breaking in" to the lab. Barton did a good job of intertwining facts with story, for any who might not be familiar with Apple's history.
His imagination and style ran wild and I loved how he moved the reader through the story to make us understand what a fan he was, and I assume still is.
I only wish it were longer, but enjoyed the quick read while my kid played at the pool!
Brian Barton had a chance to do some freelance work at Apple, the great and powerful Apple (formerly known as Apple Computer). He worked there before the iPhone. He was on the inside. In this brief, but interesting read, we get an insider's view of the Apple compound. From the extremely generous cafe, to the auditorium where Steve Jobs (or S.J. as employees called him) would hold meetings with his employees, Mr. Barton shares his view of the corporation and of Steve Jobs. How was he able to get into the "secret lab" with the security that was in place? Feeling uncomfortable concerning a MAC vs. P.C. series of commercials, Mr. Barton sends an e-mail to Steve Jobs. What were the words...the 13 words...Mr. Jobs sent in reply?
Such a quick read, but some great insight into the man who created the Apple brand. This was so good, I read it...and then read it again.
Here is a quick read by Brian Barton. He starts you off in his essay on how he wrote Steve Jobs an email and how Jobs answered him back with a thirteen words email to several questions he asked Jobs, one question he asked was pertaining to the Apple and PC TV commercial ads if he felt they were arrogant or a put down to Bill Gates especially after the bailout by Microsoft . Next, the essay goes into a fantasy of Brain getting into Apple's secret labs and how he got away with it pretending he was there to see someone working in the secret labs (Brian did work for Apple at the time but in a different department), he was able to swipe kind of prototype and take off to a helicopter waiting to risk him off to safety.
It is a fun read as Brian describes working for Apple and how great the food was in the Caffe Mac and Jobs giving speeches in the auditorium at Apple (for employees only, no outsiders). Also, Steve Jobs liked to be referred to as S.J. by ALL his employees.
If you like this short essay by Brain Barton, he has three other books you can read here on .
This is a short read, an essay from a computer innovation perspective written by author Brian Barton from U S A Today. He tells what happens when you enter Apple’s top secret design lab without permission? What did Steve Jobs, CEO of Apple, write in his 13-word email to the author? And, what was the scene really like at Apple’s Cupertino campus then?
Brian, an ex Apple freelance employee, on a fun romp through his tenure at the company’s Cupertino. You’ll get a close-up perspective on Macworld 1997, the “Get a Mac” ad campaign, and the lunchtime crowd at Caffé Macs—even Apple’s hip designers.
The year was 1997. In Jobs’s speech at Macworld that year, he admitted as much, saying, “Apple is executing wonderfully on many of the wrong things.” Apple board member and former Oracle CEO Larry Ellison concurred “It’s back to innovation.”
This all happened just before Barton started working at Apple. Jobs’s 1997 arrival in Cupertino was heralded as the event of the year. Time called it his “triumphant return.” Hosannas were heard from Infinite Loop to Wall Street. But Jobs rolled up to a very different Apple than the company he had co-founded in 1976. Financial turmoil was Apple’s companion in 1997. Apple was struggling and
Bankruptcy loomed. Net profits were down and the company was vying for market share. As the Motley Fool said, “Morale was faltering...The place was in shambles.” But there was good news that year, too. Apple was entering into a partnership with Microsoft. MEANINGFUL PARTNERS. Then Jobs tells the audience that he wants to introduce Apple’s new partner and investor live via satellite.
A checkbook to Macworld was tabled in favour of Apple. Maybe the day was a fait accompli, a story written even before the two tech giants hit the stage. The differences between Apple and Microsoft, the Macintosh and the PC, would be an ongoing theme in Apple’s advertising. The dynamic would also play out almost ten years later in Apple’s 2006 “Get a Mac” TV ad campaign. In fact, the campaign would play a role for Barton, too. The campaign is what spurred his email to Jobs in the first place. He had some concerns and he would take them to the top. Barton joined Apple that year.
Barton worked as a freelance communications manager in Apple Developer Connection (ADC). ADC was tasked with helping Apple developers build and deploy applications for the Mac. Developers are the lifeblood of a computer company. Jobs’s talks were the backdrop to Barton's time at Apple. He spoke to them at campus gatherings in Caffé Macs (the cafeteria). There Barton met the most interesting guests. Deep inside, he was a fanboy. A loyalist. He’d been an Apple nut since the very beginning, so finding himself in Cupertino with Jobs at the helm was a real thrill. He got to know their developers in person. He grew to know the technology evangelists and the team in his short tenure there. One popular Apple technology book published at the time, even thanked him personally in its pages. But that wasn’t all. The fanboy even got to play with one of the first iPods, before it was released to the public. He was living the dream. NO, NO, NO, AND... THE “GET A MAC” AD campaign is what did it. Apple’s 2006 multi–million-dollar TV campaign was a smash. The TV spots ran and Mac sales spiked. More ads were produced and more Macs were sold. The campaign was a home run by any estimation.
Apple’s ad agency produced more than sixty spots in total. The U.S. ads featured actors John Hodgman as the “PC” and Justin Long as the “Mac,” positioning the two on opposite ends of the computer spectrum. The spots would open up with a clever premise about a computer problem. This was the entry point to the problem. The attention getter. The witty repartee would move Hodgman and Long to the kicker. And the kicker was that “Mac” was a better choice. The series used sight gags, props, costumes, humor, and sarcasm to get its points across. There were tons of PC facts and stereotypes to mine for the campaign.
Barton had at least his moment in the sun, when he sent Jobs an e-mail relating to the ad campaign and he’d read what Barton sent him. Hence the 13 word email answer from Jobs. But there was one more thing that happened while he worked at Apple a chance encounter with to the most secretive part of the Cupertino campus. The secret innovation labs always garner their share of nicknames. Apple’s lab called their’s “skunkworks”. The name that Lockheed Martin gave to their innovation lab, was wildly successful and became an incubator of many famous aircraft designs. But many businesses have adopted the Lockheed Martin paradigm Set up a group of designers and engineers that is kept separate from the rest of the company. And remove the red tape. Get rid of the bureaucracy. Give designers the best toys and let them play.
The idea behind these innovation labs is that autonomy begets creativity. Independence frees the mind. You hope to birth great things when you set up an innovation lab. But there are no rules. Excerpt
“You have to kinda wing it. You see, the Apple Design Lab is a members-only club. They don’t do public tours and they don’t do press. And they don’t like uninvited guests. I should know I was one. You may remember that I worked in ADC. My duties involved working with publishers and developers. This required a lot of contact with Apple employees.”
Brian Barton, an independent author and essayist whose work has been featured in Esquire, The London Times, and Time lives in New York City. He has authored several book bringing expression to his passion for writing. He says
“I always wanted to write. I wrote when I was younger to express myself and I do the same thing today. I’m a big reader, too. Books, magazines, cereal boxes. Anything. Every project starts with research because I like to learn about a subject before I begin. I read, travel, and interview people and take notes on what I learn. I immerse myself in a topic because it’s interesting and then start writing. This can take anywhere from months to years. When I’m done, I work with professional artists to create book designs that I hope will capture your imagination."
The result is writing steeped in real life for readers to enjoy.
Scarlett Jensen
23 July 2013
This story is a vignette about one email exchange between the author, a former Apple employee, and Steve Jobs. It is a brief story but it is well written and I found it enjoyable because it provides the insider's view into Apple as a company. What do they eat in the cafeteria? What is the security in the design lab? What is the Apple campus like? Having worked in other computer companies all my life I found those little things interesting. The email exchange about Mac/PC ad campaigns was not surprising but curious.
Ali Julia review
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