While I made the switch over to Apple and Mac about 4 years ago – I never considered myself an “Apple fanboy”. Not even close.
I don’t rush out to buy the new iPhone the day it comes out nor would I ever stand in line for more than 10 minutes with the rest of the crazies.
However, the past couple of weeks I have really been digging into the company to see what’s the real secret to their success.
During the past 2 weeks I’ve been on a tear and read the following books about Apple and it’s founder, the late Steve Jobs:
- Insanely Simple: The Obsession That Drives Apple’s Success
- The Innovation Secrets of Steve Jobs: Insanely Different Principles for Breakthrough Success
- The Steve Jobs Way – iLeadership for a New Generation
Oh yeah – I’m hooked.
In fact, I’ve read each book twice already and plan on about a dozen more readings of each one (plus a bunch more to buy!).
I thought I was getting better at simplifying my business and product line – but I’m a big, fat bloated mess compared to Apple and Jobs. And these books have given me a BIG idea about the new direction of my business (you’ll see the results in a couple of weeks).
In the meantime, I want to share some insight about Apple & Steve Jobs. But, in true “Ryan Lee” style (yes, I did just refer to myself in 3rd person), I will give you specific takeaways you can implement in your business in case you don’t have a few billion in cash reserves like Apple does :)
There are so many lessons to take away from these books – the BIG one I got can be summed up with one word.
SIMPLE
Over and over again, the books talk about how obsessed Steve Jobs was with simplicity. They used a phrase to “hit it with the simple stick”.
There are a few great examples of infusing simplicity in your business – but it today’s first post (in an ongoing series), I want to focus on one core principle…
SIMPLIFY YOUR PRODUCT LINE
Steve Jobs was forced out of Apple in 1985 – but when came back in 1997, the product line had already ballooned to lots of models with confusing names like Centra and Quadrus.
The first thing he did at a meeting was draw a simple chart with just 4 boxes. And in each box he put the 4 type sof computers Apple will create…
- Laptop for Business
- Laptop for Personal
- Desktop for Business
- Desktop for Personal
That’s it. Just 4 models to choose from. And with that simple chart, there were MASSIVE benefits…
He made it SIMPLE for the customers to choose a product.
He made it SIMPLE for customer support to recommend the right model.
He made it SIMPLE for manufacturing to create great products by focusing on a few core models.
He made it SIMPLE to run his company.
He made it SIMPLE for his employees to focus.
Think about how that type of thinking can transform your business.
YOUR PRODUCT LINE
I’ve been just as guilty of creating too many products that don’t match – with too many confusion options. And believe me, there’s no one who has more entrepreneurial ADD than me. I’m addicted to creating products.
So I know how difficult it can be to focus and simplify.
I’ve come up with a SIMPLE assignment for you.
See if you can draw a chart with just 4 sections and fit your products (or future products) in those 4 boxes. That’s all you get. 4 products.
It will be difficult – but I know it can help get you thinking in terms of simplicity.
Trust me, you’ll thank me for it :)
Rock ‘on.
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Thanks Ryan – I appreciate you sharing another deeply insightful idea for free :).
I’ll be looking closely at the 4-section diagram and thinking about my own product offerings.
Kind regards,
Anthony.
You are welcome Anthony!
It really does put things into perspective.
Ryan
Ryan,
I love the 4 box principle.
The timing of this couldn’t be more perfect. Last night I was outlining 3 products I’m going to create in one of my markets; and was thinking I need one more… basically it comes down to this:
1. a low priced product
2. high priced product
3. mid-ticket product
4. and a continuity product.
There’s the 4 for me.
Brian
Awesome Brian.
Sounds like this post was perfect timing :)
Ryan
Brian,
Thanks! You have simplified it even more for most of us, by giving away your 4 :)
Simplification is Key!
Simplification makes life easier for us.
Simplification makes life easier for our customers.
Simplification helps us serve our customers better.
And ironically, it appears that simplification is also profitable.
I found this out first hand, when I started http://WebSupportTeam.com with a simplified pricing of $97 a month for tech help to run an internet business.
No complicated quotes! No multiple service offerings!
Just one product to choose. Just one price.
And simple dropdown options to order the services you needed for your websites and blogs.
It had never been done before in outsourcing tech services. People always had to send in their requirements to get multiple “quotes”
But, I drew inspiration from Apple and Netflix to make things simple for the customer.
And our customers loved it.They knew exactly what they were getting.
My Team loved it, because they knew exactly what they had to do for each customer.
Ryan’s post is a timely reminder for me to revisit my business and simplify it even more for my customers and for my team.
Simplification Works! Simplification Is Powerful!
Jay
Always crankin’ out the great info, Ryan!
I’ve always been a HUGE fan of Jobs and Apple!
I love how all of their products integrate seamlessly.
I currently have 3 products:
1 – a low priced product
2 – a 6 week product
3 – a continuity product (membership site)
Do you think I NEED a fourth or am I good with the 3?
Thanks for always sharing the best of yourself!
cathy
Hi Cathy,
You certainly don’t NEED a 4th. Three would be fine :)
Ryan
Once again genius insight. I am an Apple fan..like you not crazy enough to stand in lines but I have their entire suite of “i” products (I’m writing this to you from my iPad). I believe there is a lot to be learned from the #1 brand on the planet. I was learning g about this too that if you give customers too many choices, they walk away, but if you give them 3 or 4 they will buy.
Great article! What do you think of the new MacBook Pro? :)
Hey Michelle,
Always remember “a confused mind says no”.
And I haven’t tried the new MacBook Pro yet – but I’m sure it rocks. I love the thin MacBook Air :)
Ryan
Yep Ryan
You touch on a key component of success–simplicity! Steve Jobs had a gift for this. This is a skill that should be cultivated and practiced.
Simple is beautiful but not easy! Refining products to get functional results is a constant editing process.
I am on it! You are the best Ryan, keep it up!
Best,
Keith
Hey Keith
Great insight with this one:
“Simple is beautiful but not easy! Refining products to get functional results is a constant editing process.”
Absolutely!
Ryan
Ryan:
As usual, you are spot-on with this. The new Apple CEO Tim Cook talks about the importance of focus he learned from Steve Jobs in a video here:
http://allthingsd.com/tag/tim-cook/
According to the biography of Steve Jobs, shortly before his death he said this to Google CEO Larry Page:
“Figure out what Google wants to be when it grows up. It’s now all over the map,” Later Jobs came to Page with a sharp advising tongue warning Google was making products, “that are adequate but not great. They’re turning you into Microsoft.”
If the most profitable company in the world has to focus, then what are solo entrepreneurs doing running all over the map?
John
Thanks for that John.
I didn’t see that quote about Google before – but from what I am reading about Jobs, it sounds exactly like something he would say.
Keep on rockin’
Ryan
Simplicity, simplicity, simplicity… I think you’ve been “listening in” on my meetings with my biz partner lately – LOL! That’s exactly what we’ve been focusing on – simplifying everything.
I think in IM we tend to get carried away with all of the little intricacies of the process and many times that leads to “complexity”. As a former programmer and software developer, I’ve always known that the most complex programs and software to design are the ones that “appear” the simplest to use from the user’s perspective. There is “genius” in simplicity.
Great post Ryan and I’m headed directly to the Kindle store to grab me some more Apple books… LOL…
BTW, I started programming in machine language – yeah, that long ago! And was a huge Windows developer since version 1.0 of Windows came out. I just switched over to the Mac about 3 months ago and am now almost fanatical about it because of how much more productive I am – it just “simply” works… a shame we lost Steve Jobs.
Take care,
-Troy
Hi Troy,
Simplicity is where it’s at. No doubt.
For your business. Your customers. Everyone.
Keep on kicking ass…
Ryan
Looks like I need to pick up those books! ;)
Thank you for your insight this morning! This is definitely a direction I need to take with my real estate training business! Using Apple and Steve Jobs as an example, I can get across better to agents who think they have to be everything to everyone.
Looking forward to seeing your business transform, Ryan. Thanks for taking us along for the ride!
Hi Michelle,
They are really good books.
And while they are a massive company, there are tons of lessons to be learned.
The rise is just beginning…
Ryan
It’s also interesting how the 4 Apple products you mentioned were split by ‘multiplying out’ two different factors: Laptop vs. Desktop and Personal vs. Business.
So there were really only two design distinctions, which made things even more straightforward for Apple.
Anthony.
Good point Anthony.
And granted there are modifications w/in each of those models – but it is a breath of fresh air compared to companies like Dell with dozens of models with confusing names.
Ryan
Lee,
Apple is an admirable company. It’s real secret is probably not as much as simplicity but focus. Simplicity just followed.
They identified the core values they wanted in the company, and then went about changing the culture to make that happen. In the end, every employee started to think the same way. It is an amazing accomplishment because most companies can make that happen.
Here is a very insightful TED video by Simon Sinek (author of ‘Start with Why’). Highly recommended:
http://www.youtube.com/watch?v=4VdO7LuoBzM
Another excellent resource…
To eliminate chaos in business, I recommend ‘Theory of Constraints’. It is business philosophy that has been applied in top companies to identify high leverage points that make the biggest impact. Again, it offers simplicity with maximum returns – but only if applied correctly. Many companies who have applied this managed their revenue today to equal net profits in just 4 years (and these companies were netting 15%).
That’s what focus, simplicity and right execution can do.
Hope this helps.
Pankaj
PS: Let me know if you need to know more on resources etc
Hi Pankaj,
Simon’s book, Start with Why, is one of my all-time favorites.
And yes, focus is a really big part of it but I wanted to highlight the role of “simplicity” for this post.
Thanks for contributing…
Ryan
Yes Ryan, people want easy quick and SIMPLE! Great post. I’m reading Steve Jobs by Walter Issacson, it’s a big book!
Moelwyn.
Moelwyn,
That is a MASSIVE book. I am going to get the audio book soon – a whopping 25 hours (but I cut that down to 12.5 hours by listening on double speed!)
Rock ‘on
Ryan
Ryan,
I, too, am a Steve Jobs fan (having read two books about him) and changed over from Microsoft (which I started with in 1982) to Apple in 2010 – so just about 2.5 years ago. I did it when my business partner (who had NO video background and I had been doing quite a bit of it since 2000) came back with his first video to show me his “chops.” He did it with iMovie and it was great.
Admittedly we’ve all had for years the greatest software for writing that the world has ever seen – Word (or some variety similar to it: like Pages on Mac) and that hasn’t made all of us the best novelists in the world… but Apple had a way of making things Simple yet Elegant.
And within 2 days of seeing Dr. Marc’s video, I owned a MacBook Pro. I now also have a Mac Pro (6-core chip, 3 hard drives) to do the heavy lifting of some of our fancier videos.
And I TOTALLY agree with your comment about making things simple: we structure our products around our three marketing principles for clients:
1) Get Found
2) Engage
3) Follow Up Profitably With Automated Systems
In fairness, however, Apple simplified but then went in multiple directions: computing, music, tablets, phone, etc.
But I will agree that in each of these, it’s really simple to see what their products are – there aren’t 12 smartphones nor 6 tablets… they stay simple and clearly focused within each branch of the company.
As tough as Steve Jobs was to work with, his genius was in seeing what the customer wanted and then he delivered it. Simply and effectively. And by doing so, he also did it profitably!
Rock on, Ryan. Another great post and I look forward to the rest of the series!
Charlie Seymour Jr
http://UltimateAutomatedSalesMachine
Thanks for your feedback Charlie.
And yes, they now have multiple products – but they do keep those choices simple as well.
From all the stories I hear, he was not easy to work for – but he had a mission and people got behind him.
Rock ‘on
Ryan
hey Ryan another great post! I was just thinking last night how I need to get over my feeling of being overwhelmed with so much to do! I think simplifying not just product line but everything in our business is the thing! Thanks I needed this!
BB
Beverly,
Just continue to simplify. Break things down to small steps and continue to refine as you go.
Ryan
Thanks for sharing Ryan – and for setting the ‘Four Products Challenge’. Just what I needed as I’m building my list or potential products.
I’m glad this was helpful for you Paul!
Keep on rockin’
Ryan
Great post Ryan… Very unique thinking… Simple idea that makes profound sense: Simplicity as a business model! Wow!
Hi Ryan
These are now on my list to read. One book that has changed my business this year (which was recommended by another Ryan) was Ready Fire Aim by Michael Masterson.
I have read it 3 times now and learn something new every time.
More importantly my business has already started to improve because of it.
Again of course simplicity is the key!
Thanks as always for a great post.
Oh and “Theory of Constraints” is pretty cool. Starts with the Goal but the one about Project Management (Critical Chain) is amazing and will stop you multi tasking forever.
Malcolm
(Inner circle member).
Hey Malcolm,
Yes, I read that book by Masterson a few years ago. Good stuff. I also liked his other book called “The Pledge”.
I read a lot :)
Ryan
Ryan I do like your post but………………….I do wish Steve Jobs had introduced: Insanely simple – ipad operation.
I’m gonna give it away.
Alan
The iPad complex? My 6 year old twins play with mine all the time, they draw, they read books, they play games, they navigate the net, watch movies, etc. my iPad has simplified my life in many ways., business presentations, spreadsheets, designing, although basic, controlling my home, alarm, lights, etc, video conferences, plus a lot the fun stuff, books, movies, tv shows, etc.
Hey Alan,
I don’t use an iPad – but bought one for my wife.
I use the iMacs, Macbook Air, and iPhone :)
Ryan
Perfect timing! I’m just getting ready to design upcoming products… this is a great way to focus! And I like that I don’t need to do 4 if I don’t want to!!
I’m glad the timing of this post works for you Mary!
Stay focus and keep us posted on your progress…
Ryan
Great article! I constantly struggle with simplifying I remember the first session of the Ryan Lee Method where you had us unsubscribe from email lists. Most emails are such as waste of time. I still need to delete more. Keep reminding us, it is helpful.
Greg,
Keep on deleting and simplifying. It’s a challenge – but you gotta stay with it!
Ryan
I’m guessing you may have read it already in light of the 3 books you mentioned Ryan, but his biography by Walter Isaacson is great and hits on this idea while chronicling his journey. Amonst the others was his emphasis on building a company with a lasting legacy and focusing on the PRODUCT being created (i.e. knowing and being true to your purpose and letting that integrity integrity fuel your work) as opposed to focusing *first* on material gain.
Christopher,
The common themes throughout the books I read so far all say he never focused entirely on the money. It was secondary.
Ryan
A Word that comes to mind *simplification.*
Right on Travis!
Ryan
Hi Ryan- Well thank you for your post! I have been talking about SIMPLICITY for years with my husband with our business…yes, we are crazy enough to be a husband and wife dynamic duo. I push for simplicity because our business is super easy to offer so many services and tons of info that our clients’ and athletes’ minds explode (mostly because of my service, which is no BS nutrition…that’s not the name of it, lol.) AND because my husband is a big vision guy with ADD too…and a fricken guru at his craft. THANKS AGAIN, I LOVE BEING RIGHT, LOL.
Jennifer,
After being married for 12 years – I’ve learned that my wife is ALWAYS right :)
Keep on rockin’
Ryan
Thanks Ryan, a reminder to apply the good ol’e KISS principle!
I came up with
Design
SEO
Web Copy
Hostiing
for my web design business.
Now I just have to create the products.
Great post. But I don’t like 4. I think I’ll do 3 because I’ve read about this power of 3 in all Steve Job’s presentations, as well as others too.
Brilliant. Love it. SImplicity is the way.
The benefit tai chi brings is that it slows down our activity so that we are doing less but building up giant energy at the same time. No time for stress, pin ball mind, de-focusing.
The reason that people join weight loss programs rather than go it alone is that choices are reduced. Food choice is eliminated or simplified. Again, less is more.
The 4 box strategy is amazing. You even used relaxing colors on the circular pie graph. Yay!
God I love you Ryan. Bless you.
So true. I read Innovation Secrets and Presentation Secrets of Steve Jobs before reading his bio. I constantly push readers and coaches to KISS. Keep It Simple Stupid. Great post.
Ryan, great post and goes perfect with your tag line “success simplified!”
Keep it Simple. Thanks Ryan.
You nailed it man, I have been wrestling with the various options and packages I offer clients.
Because I can do so many things, I tend to offer packages where no two clients get the same services, which is a freaken nightmare to administer.
Gotta change that. Thanks for the kick in the right direction,
Cheers
Rocky
Hey Ryan
New to your list- Good post. I’m also a big fan of Steve Jobs. The man was revolutionist. I love my iPod. I can do everything on it. Best $200 I’ve ever invested. I just think that when we simplify things, it takes the stress and rigidness of having to accomplish said task. We are most productive when we are not bombarded by so many things at once. We often accomplish more when we break things down to it’s simplest form.
La simplicidad nos hace ver más allá, mientras que intentar ver más allá nos impide tener visión de prosperidad y nos genera la venda visual.
Este concepto se refiere que, queremos ver los problemas de lejos teniendo las soluciones en frente.
Thanks Ryan,
I hadn’t spotted a couple of these APPLE books.
THANKS.
I too have been Getting ideas from Steve Jobs
-& Creating New INFO Products- for years.
A retired CIA Client put me on the phone with Steve Jobs Reed College Girlfriend. (30 Ch AudioBook Based on what she told me and my Tests.)
She
described holding Steve’s coat, belongings and extra Magic Tricks – while he Tested
sales ideas on Coeds. HUNDREDS of Coeds.
If the “Magic Trick sale” went well – he got a F-r-e-e Meal.
YUP – She says he’d walk up to 3 Coeds and ask, “May I show you a Magic Trick?” Then
continue from there.
If he failed – he went hungry.
Steve was Adamant that he wasn’t going to spend ANY of his adopted parents
munny on college courses he saw no use for.
SIMPLIFY.
At the Age of 17 Steve Jobs seemed to already have the idea down pat – that IF you can
test something Fast and F-r-e-e – you can SIMPLIFY it.
Debbie, the girl friend, says Steve took what he learned – soon began talking his way
in to see CEO’s to sell them Woz’s newest Tech Creation.
Those sales may have helped start APPLE.
Thanks,
Glenn Osborn
Millionaire Mastermind Marketing Association
I’m a Simplicity Expert and all my offers are
1 – home stuff
2 – business stuff
3 – finding time
4 – creative space
I hit everything with the simple stick.
First time to your site. You answered every comment! Simply. I’ll be back, for more. Thanks for the info.