Chapter 4 Section 2 Return or give up

Steve Jobs, the protagonist of our book, was at home this weekend with his wife, Laurene, debating whether he should take over the Apple mess from Amelio. Interestingly speaking, Jobs is the founder of Apple and the creator of the golden age of personal computers.But for most of the first half of 1997, he just acted as a consultant to the company, visiting the company campus from time to time to give advice to the management and product teams.Previously, from 1985 to the end of 1996, in nearly 12 years, he was even abandoned by the company he created himself and severed ties with Apple.Now, not only has he returned to the company, but he is also faced with the major decision of whether to serve as CEO-this is really a great irony.Things in the world are so weird and full of suspense all the time.

This Independence Day weekend in 1997, there was probably no one on earth more worried and in a bind than Jobs.Throughout Jobs' entire career, 1997 was like a pass on the way to the east of the great river. Before the pass, there were mountains, boulders, rapids and dangerous beaches everywhere. To understand Jobs, 1997 is the key.But the stories that happened in the past year were really ups and downs and confusing. Without enough first-hand information, it is difficult to sort out a clear clue.Fortunately, the author of this book had the honor of interviewing many witnesses who were directors and executives of Apple at that time, and obtained a lot of first-hand information.Almost all first-hand accounts point to the fact that Jobs at the time was extremely contradictory both in his heart and in his actions.

From the bottom of his heart, Jobs certainly hopes to take over the highest power of the company after 12 years of wandering.This is a high-tech kingdom created by him, and the blood of innovation he personally endowed flows in every corner.Not only the Apple personal computer that changed the world was born here, but also many computer wizards who have fought with him.Asking him to pass up his chance to be Apple's CEO is like trying to persuade a painter to burn all his paintings. But on the other hand, Apple in 1997 was no longer the Apple company he used to be familiar with. In the past 12 years, although the company's operation has also improved, it has generally gone downhill.The three successive CEOs all packed up and left because of poor performance.The company's product line is chaotic, marketing is weak, sales continue to slump, large-scale layoffs occur frequently, and employee morale is low. How can Jobs, who has just returned to the company as a consultant for more than half a year, be able to turn the tide?Anyone with some self-knowledge will keep asking themselves at this juncture: Is Apple already terminally ill?

What's more, the 12 years of wandering is not in vain. Jobs has at least opened up a world outside Apple that is not dazzling, but free enough.Although the NeXT company created after leaving Apple has continued to slump and has been dramatically acquired by Apple, he also owns Pixar, which has just achieved initial success in the field of animated films. Released in 1995, the world's first three-dimensional computer animation film "Toy Story" is a masterpiece of Pixar.Through Pixar, Jobs can still follow the path he has always insisted on, constantly innovating and using technology to change the world.In addition, in recent years, his marriage and family have become increasingly stable. With the bondage of his wife and children, he is no longer always indulging in the passionate life of a lone ranger like when he was single.

Is it true that Apple, which is dying, almost bankrupt or being acquired, is really worth Jobs to come back and start a second business? Most importantly, the 12-year-old knot in Jobs' heart has not been completely untied. 12 years ago, when Apple's board of directors stood by the then CEO John Sculley (John Sculley) and broke with Jobs, Jobs was like a helpless child, angry, confused, disappointed, sad, and at a loss Looking around, not knowing where to go.Although Sculley and the board of directors only dismissed Jobs from his actual management position at that time, and did not drive him out, for the proud and proud Jobs, wouldn’t it be a great shame to stay at Apple as a job errand?He voluntarily resigned without too much entanglement, and soon founded NeXT.But the shadow left by this blow on Jobs's heart has been lingering for a long time.For many years after that, his desire for "revenge" was extremely strong.At the very least, he wanted to prove his strength through the newly created NeXT company, so that Apple's board of directors realized that the decision to abandon him in the first place was extremely stupid and a huge mistake.

"Revenge" did not really succeed. Jobs was eager to prove himself, but the NeXT company he founded after leaving Apple fell completely in the face of the cruel market. Closed for business.But at this time, Apple's board of directors actually wanted Jobs to come back as CEO. How could Jobs, who was full of hatred, entanglement, frustration and depression, be embarrassed? I don't know if Qiao Feng, another leader of Qiao's gang in the movie, had the same complicated emotions as Jobs when he discovered his true life experience and was not tolerated by the beggars' gang and even the martial arts.In Jin Yong's works, the two forces of good and evil in Qiao Feng's heart also had a fierce confrontation. In the end, the contradiction between the country's hatred and family hatred intensified to the extreme. .

In the first half of 1997, Jobs, who was in a state of confusion and entanglement, did many things that seemed incomprehensible to outsiders.On the one hand, he spread the words through friends and the media, claiming that Amelio is no longer suitable to lead Apple, and has repeatedly hinted that he is the best candidate for Apple CEO.On the other hand, he appears to have no confidence in Apple's future.As Apple's stock continued to decline, Jobs resolutely sold the 1.5 million Apple shares he had acquired when NeXT was acquired in June.At the same time, he also told his colleagues at Pixar that he would continue to focus on Pixar, not Apple.Perhaps at that time, in Jobs' mind, there was a fierce battle between two warriors, one black and one white.Emotionally, he must have the dream of returning to Apple and proving his strength by turning the tide. Intellectually, he probably doesn't even know if there is really any hero who can drag Apple away from Apple at this time. sea ​​of ​​bitterness.

Return or give up?this is a problem.