The Steve Jobs Rule: Why Your Business Vision MUST Repel People

When you write a vivid vision, it has to be like a magnet. It has to pull people and compel them towards you. You also want it to push some people away. It has to repel as well. Use the example of Steve Jobs when they came out with the iPhone. The big thing that was missing on the iPhone was the keyboard. Remember, we all thought he was crazy. How could you release a phone with a keyboard? Now BlackBerrys are kind of like disco, right? Disco used to be cool. But he was okay with releasing something that was so insanely great, knowing that as soon as we try it and heard those initial clicks, we would all be compelled to have one and try it. And then he had us because he was willing to push some people away. And again, we all know where they are.