In 1988, Steve Jobs shared some advice that remains as powerful today as it was back then: focus on the big picture. During a discussion about the launch of the first NeXT computer, Jobs made a statement that many of us could benefit from remembering: “It would have been a shame to have lost the war because we won a few battles.”
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Jobs was concerned that his team was putting too much energy into small successes while losing sight of the overarching goal—getting their product to market before running out of money. This tendency to focus on the smaller battles instead of the larger mission affects individuals and companies alike.
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The Problem With Focusing On the Small Stuff
Jobs knew the importance of maintaining a “startup hustle” mindset, even when leading a bigger company. In a startup, survival means focusing on what really matters and making sure every effort is helping them reach their goal. However, as companies grow, they can get comfortable and start caring more about winning small battles instead of staying focused on the big mission. For Jobs, the ultimate goal was survival—not losing sight of launching the NeXT computer in time for the school purchasing cycle.
“We're concentrating too much on the smaller battles, and we're not keeping the war in perspective. The war is called survival. The war is called not running out of money [before] we get the product on the market,” he said.
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That same inclination to get lost in the details applies outside of the tech world too. You work tirelessly to create the perfect office setup for your business, but if you forget to prioritize profitability, that beautifully organized workspace won’t keep you afloat. Or you try to perfect every feature of your product before launch, only to find you’ve run out of time and resources.
Jobs’ approach to personnel management was similarly characterized by this philosophy. His reputation as a serious and uncompromising person stemmed from his desire to keep Pixar and Apple focused on their objectives. For example, when he had to make some hard choices about letting people go at Pixar, Pamela Kerwin, an early Pixar employee, asked if they could at least get two weeks’ notice. Jobs told her, “OK, but the notice is retroactive from two weeks ago.”
It’s unfortunate for employees that many business owners, like Musk, share this mindset, which often results in harsh decisions made in the name of efficiency and survival.
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