To Be on Your Own
"The best thing ever to happen to Steve is when we fired him, told him to get lost," Arthur Rock later said.
The theory, shared by many, is that the tough love made him wiser and more mature. But it's not that simple.
At the company he founded after being ousted from Apple,
Jobs was able to indulge all of his instincts, both good and bad. He was unbound.
The result was a series of spectacular products that were dazzling market flops.
This was the true learning experience.
What prepared him for the great success he would have in Act III was not his ouster from his Act I at Apple but his brilliant failures in Act II.
The first instinct that he indulged was his passion for design.
The name he chose for his new company was rather straightforward: Next.
In order to make it more distinctive, he decided he needed a world-class logo.
So he courted the dean of corporate logos, Paul Rand.
At seventy-one, the Brooklyn-born graphic designer had already created some of the best-known logos in business,
including those of Esquire, IBM, Westinghouse, ABC, and UPS.
He was under contract to IBM, and his supervisors there said that
it would obviously be a conflict for him to create a logo for another computer company.
So Jobs picked up the phone and called IBM's CEO, John Akers.
Akers was out of town, but Jobs was so persistent that he was finally put through to Vice Chairman Paul Rizzo.
After two days, Rizzo concluded that it was futile to resist Jobs, and he gave permission for Rand to do the work.