Steve Jobs: "Let's Put a Dent in the Universe"

There's a story that when Steve Jobs started Apple, he told his team, "Let's go put a dent in the universe."  I thought of that quote when I heard about his death yesterday at the age of 56.  As a business and career coach, I know that's all anyone really wants--to make his or her own special mark on the world before leaving.  I would say Steve Jobs did that and more.

I admit that I am, alas, a PC user.  But I'm not immune to the magic of the Mac world.  My mom, God rest her soul, went out and bought a Mac, influenced by my cousin Paula from Atlanta who wouldn't consider anything else.  My mom's computer was a gorgeous turquoise color when the Macs were all in colors like jewels hanging from a woman's bracelet.  Delicious.  She updated and upgraded and even into her 80s my mom seemed way more "hip" than me because she used a Mac.

When the iPod came out, I kept hearing the word over and over and I remember telling someone, "I need an iPod.  I have no idea what it is, but I know I need one."  The iPod is the marketing world's perfect example of "Build it and they will come."  Who knew we couldn't live without them until they came on the scene?  Steve Jobs and his team stayed ahead of the curve, creating things we didn't know we wanted--no, needed--until we were standing in a que around the Apple store early in the morning, awaiting the debut of the latest Mac product.

The business world is divided into two camps:  the PC world and Mac users.  For whatever reason, PCs took over in the day-to-day operations of creating documents, text, moving files back and forth, cranking out memos and briefs. They have their problems and are more subject to viruses and quirky breakdowns than the Mac, but they serve their function, kind of like sensible shoes.  You'll never see a PC user go ga-ga over their computer, wear the company T-shirts or have the logo tatooed on their derriere.

But the Mac, with its glowing apple and sleek, slim designs, inspires those kinds of feverish fans.  The Mac is the domain of artists, creative types, students and a large group of people who could be considered cult-like in their adoration of all things Mac.  Whenever I complained about a computer breakdown, my friend and former office neighbor Jeff James of Spire2 Communications could never resist saying, "You shoulda got a Mac."  A designer himself, Jeff always had the newest iteration of the iPhone and I'll never forget watching him scroll through his photos on the tiny screen, flipping through them with the touch of his finger.  I was mesmerized. 

So I join those who mourn the death of Steve Jobs.  He understood that it was never about the technology but all about our experience with technology.  A visionary and business leader who created, lost and then regained control of his company, Steve Jobs understood his role as someone who was put on this earth, however briefly, to make a difference.  He leaves a legacy of colorful, magical, powerful tools for us to enjoy, tools to help us create the work that will allow us to put our own dent in the universe. 

Vickie Austin is a business and career coach and founder of CHOICES Worldwide in Wheaton.  She stubbornly clings to her PC but has slowly fallen in love with her iPhone.  You can reach her at vaustin@choicesworldwide.com or 630-510-1900.