BeCause Leadership Guide

  1. Benjamin Zander
  2. It's all invented
    Replace impulses with the long, connected line
    Give an A
    Encourage mistakes and say, "How fascinating!"
    Replace the downward spirals with VISION
  3. Inky Johnson
  4. The process is more important than the product
    It's not about you
  5. Steve Jobs
  6. "One of the hardest things, when you’re trying to affect change, is that [critics] are right in some areas…One of the things I’ve always found is that you’ve got to start with the customer experience and work backwards to the technology. You can’t start with the technology and try to figure out where you’re going to try to sell it…And as we have tried to come up with a strategy and a vision for Apple, it started with, ‘What incredible benefits can we give to the customer? Where can we take the customer?’ Not starting with, ‘Let’s sit down with the engineers and figure out what awesome technology we have and then how are we going to market that?’ I think that’s the right path to take."
  7. Tim Brown
  8. Strategy by Design
  9. David Foster Wallace
  10. This is Water
  11. Simon Sinek