Summary/teaser
Apple and the art of business — Steve Jobs upended the notion that the consumer is king, to be served by a proliferation of choices. It was the businessman as artist who created the desires. In taking Apple to the peak of the industrial world, Jobs was the supreme artist - of innovation, of marketing, of boldness in following his own dream, and creating ours. - Sreeram Chaulia

August 31, 2011
Apple and the art of business
By Sreeram Chaulia
Sreeram Chaulia is Professor and Vice Dean at the Jindal School of International Affairs in Sonipat, India, and the first ever B Raman Fellow for Geopolitical Analysis at the Takshashila Institution. He is the author of the recent book, International Organizations and Civilian Protection: Power, Ideas and Humanitarian Aid in Conflict Zones (I.B. Tauris, London).
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Of all the stunning insights Jobs has bequeathed, the basic one is that entrepreneurship is an art, rather than a science to be learnt through formal education or training. A college dropout like Microsoft's founder Bill Gates and Facebook's founder Mark Zuckerberg, Jobs read the pulse of consumers like no other business titan of our times, and did so in an uncanny and instinctive fashion without meticulous market surveys, focus group discussions, or commissioned research reports.

One quote that epitomizes Jobs is his response to a journalist when asked how thoroughly he had analyzed market moods and tastes before introducing the iPad tablet computer: "None. It's not the consumers' job to know what they want."

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