Steve Wozniak: Entrepreneurship, Innovation & Creativity

At Oslo Business Forum, Steve sat down with moderator Lillian Kretz for a conversation that was equal parts light-hearted and insightful. They discussed memories of Steve Jobs, his perspective on the future of innovation, and the personal philosophies he lives by.

Steve Wozniak is an American computer engineer and programmer who founded Apple Computer (now Apple Inc.) with Steve Jobs. A Silicon Valley icon and philanthropist for more than thirty years, Steve helped shape the computing industry by designing Apple’s first line of products and influencing the popular Macintosh. Steve currently serves as Chief Scientist for Fusion-IO and is the author of his New York Times bestselling autobiography, “iWoz: From Computer Geek to Cult Icon.”

A stroll down memory lane

Steve Wozniak and Steve Jobs were young at the time they founded Apple, both in their early 20s. The pair met in high school and quickly recognized their potential—and perhaps their destiny—for world-altering innovation. To kick off their conversation, Lillian asked Steve when he knew he was onto something big.

“When I was ten years old,” joked Steve. “I was winning all the science fairs, and I knew I had a talent that was very special.”

"We didn’t know we were about to change the world at that time."

Steve explained that his intent early on was not to start a company or revolutionize an industry but to be an outstanding engineer. “I would have built that machine regardless,” he said. “I wanted other engineers to say, ‘Wow, what an incredible design. How did he do that?’”

It was Jobs who first became enthusiastic about the business aspect when Steve introduced him to his local computer club. Jobs was into electronics but always favored a big-picture, philosophical approach, thinking about where the world was going. Apple was born from his recognition of Steve’s talents and his instinct that computers would change things in a big way.

Genius and tyrant

Lillian recalled Jobs’ reputation as a demanding leader, noting he has been called everything from a genius to a tyrant. Steve, of course, knew Jobs differently. He reflected on Job’s approach to leadership and how he transitioned over time.

Steve acknowledged that the Jobs he witnessed at work was different than the Jobs he knew as a friend. Jobs’ harsh approach to business can be debated, but Steve believes that even if he’d been perceived as a “nice person,” he still would have accomplished as much. He reflected on the many things he did that were good for the world.

“For the first ten years of Apple, he wasn’t successful,” Steve recalled. “Eventually, he had the basis with money and millions of customers who loved our company. He designed the iPod—the best music device ever—and that started our big incline.”

Steve also said one thing Jobs was great at was storytelling. “He couldn’t do engineering, and he didn’t really know computers, but he knew how to talk to all the business leaders,” he said.

When Lillian asked Steve how he remembers Jobs, he said, “The most incredible, important friend of my life. I remember the best days before Steve Jobs 1.0 and 2.0—I knew Steve Jobs 0.0, and that’s the man I remember best.”

If you want to start a company

Business leaders know that if you want to be successful in starting a company, there are certain people you must surround yourself with. Lillian asked Steve to share his perspective on the most important capabilities in business.

1. Business people who understand the numbers and know which path to take.
2. Marketing people who know the right products, their value, and how to change direction to ensure your product fits the market.
3. Engineering people who are problem solvers and can shape the product to meet a human need.

When Lillian asked Steve to advise executives making big decisions about investing in technology to keep pace with the changes in the world, he offered a unique idea.

“What are we afraid of? Disruption,” said Steve. “We didn’t see a different path we should have. I propose a chief disruption officer who doesn’t report to the CEO.”

Steve believes a chief disruption officer should be away from the center of the company, even in another city, where they can think more freely. The role would be charged with reporting to the board of directors about what might be important in the future. He noted that he’s unaware of a company currently doing this but acknowledged it could only be successful by being supported from the top down.

Skepticism over AI, ASI, and the internet of things

"I thought my whole life that the computer could never equal the brain."

Steve has been known to hold a healthy dose of skepticism about economics as the driving force behind innovation rather than a true desire to improve our world. “I would like to know that if I buy something today, it will do the same job 40 years from now,” Steve said. “But those days are gone.”

While he remains uncomfortable with some aspects of artificial intelligence and artificial super-intelligence, he has softened his stance slightly. “My son, who is really brilliant, said, ‘No, computers are helping us. We’re just programming our computers to do more and more of what we as humans need.’”

However, Steve encourages caution when it comes to the Internet of Things. “Over time, it has come to all the big companies having more control of everything we do,” he observed. “A ‘like’ is a message from me to you that I like what you posted, but it’s really a message to millions of advertisers.”

A philosophy to live by

Acknowledging Steve as a pioneer who has revolutionized our world, Lillian asked him to recall his greatest accomplishment. He put it rather simply.

“Being true to myself,” said Steve. “Knowing who I was, what my values were, and not having my values distorted by the success and wealth of Apple. I’m unusual in that way, but I’m glad I stayed that way my whole life.”

Undoubtedly, Steve’s insistence on sticking to his values has influenced his philosophy on life. He recalled that even as a young man in high school and college, he would think about how he was going to “program himself.”

“I was reading an article one day about a famous investor,” Steve said. “And I said, ‘would I want to be that person, or would I want to be the person laughing about a prank I played?’”

Steve’s philosophy has been—and always will be—to seek smiles over frowns.

Key Points

• Steve Wozniak’s intent early on was not to start a company or revolutionize an industry but to be an outstanding engineer.
• Apple was born from Steve Jobs’ recognition of Wozniak’s talents and his instinct that computers would change things in a big way.
• Steve believes that be successful as an entrepreneur and leader, you need three key talents: business people, marketing people, and engineering people.
• A chief disruption officer should be allowed to think freely and creatively, reporting on the direction that will be most important for the future.
• Steve advises leaders to be true to themselves, know who they are and what they value, and not let their values become distorted by success.

Questions to Consider

• As a business leader or an entrepreneur, have you surrounded yourself with the right talent to fuel your success?
• What do you believe drives innovation: economics or a desire for positive change in the world?
• Do you have a healthy dose of skepticism when it comes to advancing technologies?
  What’s your philosophy to live by? How does it influence the way you lead in business?

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