For all of his obnoxious behavior, Jobs also had the ability to instill in his team an esprit de corps.
After tearing people down, he would find ways to lift them up
and make them feel that being part of the Macintosh project was an amazing mission.
Every six months he would take most of his team on a two-day retreat at a nearby resort.
The retreat in September 1982 was at the Pajaro Dunes near Monterey.
Fifty or so members of the Mac division sat in the lodge facing a fireplace.
Jobs sat on top of a table in front of them.
He spoke quietly for a while, then walked to an easel and began posting his thoughts.
The first was "Don't compromise."
It was an injunction that would, over time, be both helpful and harmful.
Most technology teams made trade-offs.
The Mac, on the other hand, would end up being as "insanely great" as Jobs and his acolytes could possibly make it
but it would not ship for another sixteen months, way behind schedule.
After mentioning a scheduled completion date, he told them, "It would be better to miss than to turn out the wrong thing."
A different type of project manager, willing to make some trade-offs, might try to lock in dates after which no changes could be made.
Not Jobs. He displayed another maxim: "It's not done until it ships."
Another chart contained a koōan-like phrase that he later told me was his favorite maxim: "The journey is the reward."
The Mac team, he liked to emphasize, was a special corps with an exalted mission.
Someday they would all look back on their journey together and,
forgetting or laughing off the painful moments, would regard it as a magical high point in their lives.
At the end of the presentation someone asked whether he thought they should do some market research to see what customers wanted.
"No," he replied, "because customers don't know what they want until we've shown them."
Then he pulled out a device that was about the size of a desk diary.
"Do you want to see something neat?"
When he flipped it open, it turned out to be a mock- up of a computer that could fit on your lap,
with a keyboard and screen hinged together like a notebook.
"This is my dream of what we will be making in the mid-to late eighties," he said.
They were building a company that would invent the future.