Identity and Role:

Steve Jobs, President of Next Computer Incorporated, discusses his company’s focus on understanding quality, crediting Dr. Duran for his scientific, practical approach to the subject. This approach resonates with both engineers and executives at NEXT.

Approach to Quality:

Jobs emphasizes that one of the most significant lessons from Dr. Duran is the concept of viewing everything as a repetitive process. The goal is to measure these processes, deconstruct them, and reconstruct them to enhance their effectiveness. This approach is devoid of magic or pep rallies, focusing solely on re-engineering repetitive processes to make them more effective.

Value of Dr. Duran:

Jobs feels that Dr. Duran, an “old guy with a bowtie,” holds key insights valuable for America, especially at a time he describes as challenging for the country. Jobs suggests that the teachings of Dr. Duran could be the antidote to the country’s declining manufacturing and planning skills.

State of America:

Jobs asserts that America is in a precarious position because it has taken prosperity for granted, neglecting foundational elements like education and industry. He underscores the importance of returning to basics to understand why America is being outperformed globally, specifically mentioning Japan as a more effective competitor.

Fixing the Problem:

In Jobs’ opinion, the issues facing America, such as being out-manufactured or out-planned, are fixable. However, the solutions lie in getting back to the basics of what needs to be done, rather than in high-level strategies alone. Dr. Duran’s focus on repetitive processes and quality offers a tangible method for achieving this.

Attributes of Greatness:

Steve Jobs describes meeting Dr. Duran and notes that like other great people he has met, Duran treats everyone equally, irrespective of their social or professional standing. Jobs was struck by Duran’s full engagement in conversations, treating every question as the most important at that moment, and addressing even foolish questions with a sincere desire to share his life’s wisdom.

Quality in Marketing:

Jobs finds it ironic that Japanese companies, known for their high-quality products, don’t flaunt ‘quality’ in their marketing, unlike American companies. He suggests that consumers form their opinions on quality from personal experiences with products and services, not from marketing claims or awards. Jobs asserts that the focus should start with improving the actual products and services.

Comprehensive Understanding of Quality:

Jobs expands on the concept of quality, emphasizing that it is not just about the product or service itself but also about having the right and most innovative product. He argues that leading companies in quality have integrated this notion well beyond manufacturing, extending it to sales, marketing, and customer interaction.

Efficient Processes:

Jobs concludes by stating that quality leaders strive to create efficient processes that extend from understanding customer needs to delivering the end product. This complete chain ensures they can offer the most innovative products quickly and efficiently, embodying true quality in every aspect of the business.

Quality Thinking in Business:

Steve Jobs reflects on the traditional approach to business processes, where questions about why things are done a certain way are often met with “because that’s how it’s done here.” He contrasts this with a scientific approach inspired by quality thinking, which involves understanding the theory behind processes, describing what is done, and always being open to questioning and improving these processes.

Empowering Employees:

Jobs emphasizes the importance of optimistic humanism in the workplace, which he defines as the belief in the intelligence and potential of employees. He argues that if employees are given the opportunity and the tools to improve processes, they will do so without the need for management’s permission, leading to a more flattened organizational structure and a distribution of authority.

Joe Duran’s Legacy:

Jobs shares his admiration for Joe Duran’s ability to remain intellectually alive and energetic despite his age, and his commitment to teaching others. He praises Duran for his dedication to spreading his knowledge without personal gain, motivated purely by the desire to ensure his ideas live on.

Personal Reflections on Joe Duran:

Recounting his personal interactions, Jobs describes Duran as a warm individual with a big heart and a wicked sense of humor. Jobs respects Duran for treating everyone equally and for his efforts to make companies like Next embody the principles he advocates.

Unanswered Aspects:

When asked about what he hasn’t covered that should be included in a tribute to Joe Duran, Jobs admits that he lacks personal anecdotes and has not had the chance to visit Duran at his home, indicating that his insights are based on their professional interactions rather than a comprehensive personal knowledge.

Passion and Sacrifice:

Steve Jobs discusses Joe Duran, a man whose life was focused on a singular passion. Duran found his “great subject” early on and made a profound contribution to it. Jobs acknowledges the sacrifices Duran likely made, particularly with family or other life interests, in order to stay true to his path.

Delayed Recognition:

The conversation shifts to why Joe Duran, despite his early successes in Japan in the 1950s, took decades to gain recognition in America. Jobs reflects that it often takes a long time for groundbreaking ideas to gain wide acceptance and for their pioneers to get the credit they deserve.

Internal Drive as a Sustaining Factor:

When asked about what sustains someone in the long run, Jobs stresses the importance of being “internally driven.” He notes that such individuals often weather the ups and downs of public opinion by relying less on external validation and more on their own convictions.

Handling Criticism:

Jobs also speaks to how criticism can affect one’s path. While criticism can be tough to navigate, being internally driven helps to weather it better. The idea is to become less dependent on both praise and criticism, thereby solidifying one’s own sense of purpose and direction.

Enduring Impact:

Jobs believes that Duran derives satisfaction from seeing his ideas take root and flourish, especially in Japan. He suggests that Duran is also keen to ensure that his work will continue to influence American industry. Jobs feels that Duran would find comfort knowing that his contributions will gain recognition in the years to come.

This dialogue encapsulates Steve Jobs’ views on the key elements that contribute to making a long-lasting impact in one’s field, based on the life of Joe Duran.