Brave Thinkers 2011 November 2011

Steve Jobs

What's Your Take?  Rate this Brave Thinker:
1 star = Not taking much risk | 5 stars = Risking it all

Former CEO of Apple
Cupertino, California

The tech giant redefined innovation by thinking further ahead than he needed to, long before he had to.

For all the things that set Steve Jobs apart as a visionary, his tendency to scrap his own best ideas was nothing if not brave. When you’re running a multibillion-dollar corporation, cancelling profitable products or eliminating beloved features is obviously risky. And yet, no one was more willing to sacrifice the present to win a future advantage than Steve Jobs, the Apple co-founder and CEO, who died on October 5.

Companies like Microsoft often limit new offerings in order to keep the milk flowing from their cash cows. Jobs always believed it was his role to make Apple’s products obsolete before anyone else did. As he developed the Macintosh, he crowed about its superiority to Apple’s expensive Lisa computer. And when iPods were riding high, he thought nothing of discontinuing popular models for a new version that put lagging competitors even further behind. More recently, he armed the iPad with capabilities that would tempt Apple-oids to choose the tablet computer over buying a new Apple laptop. If he didn’t make the best tablet, someone else might, though history has shown that few could do so with the panache of Steve Jobs.

Brave Thinkers 2011

While Jobs was often among the first to implement new technologies like Wi-Fi, he was even more daring in forcing users to do without familiar components like disk drives and physical keyboards on smart phones.

Sometimes he overstepped. When the original Macintosh appeared, its keyboard had no cursor keys. After unconvincingly insisting that people would get used to moving the cursor with the newfangled mouse, Apple restored the directional keys on a later upgrade.

Steve Jobs was famous for the amazing products he has introduced. But part of his courage lay in producing new innovations when the previous ones were still charming us.

Image: Jeff Chiu/AP

Steven Levy is a senior writer at Wired and the author of two books about Apple
Jump to comments
Presented by
Get Today's Top Stories in Your Inbox (preview)

Adventures in Legal Weed

Colorado is now well into its first year as the first state to legalize recreational marijuana. How's it going? James Hamblin visits Aspen.

Elsewhere on the web

Join the Discussion

After you comment, click Post. If you’re not already logged in you will be asked to log in or register. blog comments powered by Disqus


Adventures in Legal Weed

Colorado is now well into its first year as the first state to legalize recreational marijuana. How's it going? James Hamblin visits Aspen.


What Makes a Story Great?

The storytellers behind House of CardsandThis American Life reflect on the creative process.


Tracing Sriracha's Origin to Thailand

Ever wonder how the wildly popular hot sauce got its name? It all started in Si Racha.


Where Confiscated Wildlife Ends Up

A government facility outside of Denver houses more than a million products of the illegal wildlife trade, from tigers and bears to bald eagles.


Is Wine Healthy?

James Hamblin prepares to impress his date with knowledge about the health benefits of wine.


The World's Largest Balloon Festival

Nine days, more than 700 balloons, and a whole lot of hot air



More in Technology

More back issues, Sept 1995 to present.

Just In