5 Things I Learned About Successful Startups From Steve Jobs

Former chief evangelist for Apple shares what makes entrepreneurs reach the next level.

learn more about Guy Kawasaki

By Guy Kawasaki

Opinions expressed by Entrepreneur contributors are their own.

No one could have taught you more about starting a company than Steve Jobs, and I had the privilege and honor of working for him in the Macintosh division of Apple.

Over the course of several years, and then watching him for another two decades, these are the five most important things that I learned about startups from him.

1. People cannot tell you what they need.

They can tell you what they want, and it's usually along the lines of a better, faster and cheaper status quo. For example, in the 1980s, Apple's customers wanted a better, faster and cheaper Apple II. No one asked for a Macintosh. Truly successful entrepreneurs create what people cannot articulate.

Related: 4 Things Steve Jobs Taught Me About Succeeding as an Entrepreneur

2. Experts cannot tell you what to do.

Experts are good at telling you what's wrong with the current state of the art. They cannot tell you how to fix what's wrong, nor, like customers, tell you how to leapfrog the current leaders.

3. The action is on the next curve.

In the 1830s, ice harvesters were wiped out by ice factories. In the 1850s, ice factories were wiped out by refrigerator companies. Duking it out on the current curve can work, but true innovation and entrepreneurship occurs when you get to the next curve or create a new one.

Related: Former Apple CEO John Sculley: For Steve Jobs and Bill Gates, Money Wasn't No. 1

4. Design counts.

It might not matter to everyone, but design matters to enough people to make a startup successful. Simple functionality isn't enough anymore. Now your product or service has to do the job in an elegant and pleasing way. Steve Jobs and Apple have raised people's expectations forever.

5. Value is not the same thing as price.

Price is a number printed on a list. Value is the totality of the costs and benefits of a product. Something with a higher price can have a better value because it reduces costs, such as training, and produces better results. Don't focus on price -- focus on providing and communicating value.

One more thing: Steve Jobs taught me that some things need to be believed to be seen. Skeptics refuse to believe in something until they see it. If you want to be an entrepreneur, you have to believe in your idea. This is why Steve Jobs changed the world while most people waited for the world to change.

Related: 4 Intangibles That Drive CEOs

Guy Kawasaki

Evangelist, Author and Speaker

Guy Kawasaki is the chief evangelist of Canva, an online, graphics-design service, and an executive fellow at the Haas School of Business at U.C. Berkeley. Formerly, he was an advisor to the Motorola business unit of Google and chief evangelist of Apple. He is the author of The Art of the Start 2.0, The Art of Social Media, Enchantment and 10 other books. Kawasaki has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.

Related Topics

Editor's Pick

Everyone Wants to Get Close to Their Favorite Artist. Here's the Technology Making It a Reality — But Better.
The Highest-Paid, Highest-Profile People in Every Field Know This Communication Strategy
After Early Rejection From Publishers, This Author Self-Published Her Book and Sold More Than 500,000 Copies. Here's How She Did It.
Having Trouble Speaking Up in Meetings? Try This Strategy.
He Names Brands for Amazon, Meta and Forever 21, and Says This Is the Big Blank Space in the Naming Game
Business News

These Are the Most and Least Affordable Places to Retire in The U.S.

The Northeast and West Coast are the least affordable, while areas in the Mountain State region tend to be ideal for retirees on a budget.

Business News

I Live on a Cruise Ship for Half of the Year. Look Inside My 336-Square-Foot Cabin with Wraparound Balcony.

I live on a cruise ship with my husband, who works on it, for six months out of the year. Life at "home" can be tight. Here's what it's really like living on a cruise ship.

Business Ideas

55 Small Business Ideas To Start Right Now

To start one of these home-based businesses, you don't need a lot of funding -- just energy, passion and the drive to succeed.

Business Solutions

Master Coding for Less Than $2 a Course with This Jam-Packed Bundle

Make coding understandable with this beginner-friendly coding bundle, now just $19.99.

Health & Wellness

5 Essential Steps to Expand Your Vision and Start Living Your Dream Life

It's time to break free from your comfort zone and expand your vision. When you refuse to settle for a mediocre life, you can start building a life you love.

Starting a Business

Ask Marc | Free Business Advice Session with the Co-Founder of Netflix

Get free business advice during our next Ask Marc, live Q&A, on 3/28/23 at 3 p.m. EDT. You don't want to miss it—send in your questions now.