The Uplifting Power of Human Interaction

The Uplifting Power of Human Interaction

Steve Wozniak was the technical brain behind Apple’s engineering marvels. But he had neither the interest nor the inclination to communicate, market, or make profit from his genius. It was the other Steve who gave the brand its appeal. Steve Jobs was not an engineer or a technical person. His genius was his ability to keep a pulse on the rising aspirations of society. He understood that most people were still afraid of the machine taking over the world and subjugating humans, and the intelligent machines – the computers – posed a risk to society. He branded the Apple computer, and the several hand-held devices that followed, as tools that would serve instead of subjugate. He marketed his products as utilities that empowered people. He packaged what was seen earlier as an intimidating machine as a status symbol. The technical genius of one man and the marketing genius of the other combined to create powerful and beautiful machines that serve us. Combining the complementary capabilities of Jobs and Wozniak gave birth to what would eventually become one of the most valuable companies in the history of the world.

Collaboration is an attitude and a value. It is an attitude when it is at the individual level. It becomes a corporate value when it is institutionalized in the organization. Jobs is often credited for innovation, but the spirit of what Jobs and Wozniak started personally has now been become a part of Apple Inc. The Apple culture is one of creativity and innovation, the founders’ leading characteristic has passed on to the company and become institution¬al¬ized. It continues to innovate and has recently taken up socially responsible initiatives, by introducing technology education in schools, bringing gender and race equality in the workplace, taking responsibility for sustainable practices throughout its supply chain and supporting philanthropic causes. In the measure that what the individual does is institutionalized in the company, it becomes a corporate value.

When more people are added to the equation, and can harmoniously fit in, as they did in the case of Sears, Roebuck and Company, collaboration raises one to the greatest heights


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About the Author

Garry JacobsGarry Jacobs is President and CEO of the World Academy of Art & Science (USA), an international think-tank founded in 1960 by eminent scientists and intellectuals working on strategies to accelerate sustainable and equitable global development. For over forty years, Jacobs has been engaged in research in social development, employment, education, psychology, human-centred Economics, organizational theory and management strategies. He is also a management consultant and partner since 1987 in Mira International, a consulting firm providing management guidance to firms in a wide range of industries in the USA, Europe and India. The integrating theme in Jacobs’ work is consciously applying the process of growth and development as it expresses at the level of the individual, organization, nation and the global community. He is author of hundreds of articles on economics, business and global affairs and co-author of two business books on the process of corporate growth, a book on Indian development and a novel on spirituality and business. He is also the Chairman of the Board of World University Consortium (USA); Vice-President of Mother’s Service Society, an educational and social science research institute in India; Distinguished Professor of Interdisciplinary Studies at the Person-Centered Approach Institute, Italy and an international member of the Club of Rome

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