At the heart of the problem was a chasm between the people who loved technology and those who loved artistry.
Jobs loved both, as he had demonstrated at Pixar and Apple, and he was thus positioned to bridge the gap.
He later explained: When I went to Pixar, I became aware of a great divide.
Tech companies don't understand creativity.
They don't appreciate intuitive thinking,
like the ability of an A&R guy at a music label to listen to a hundred artists and have a feel for which five might be successful.
And they think that creative people just sit around on couches all day and are undisciplined,
because they've not seen how driven and disciplined the creative folks at places like Pixar are.
On the other hand, music companies are completely clueless about technology.
They think they can just go out and hire a few tech folks.
But that would be like Apple trying to hire people to produce music.
We'd get second-rate A&R people, just like the music companies ended up with second-rate tech people.
I'm one of the few people who understands how producing technology requires intuition and creativity,
and how producing something artistic takes real discipline.