Customer Review

35 of 38 people found the following review helpful
5.0 out of 5 stars The "ultimate field guide to breakthrough success in business and in life", October 4, 2010
This review is from: The Innovation Secrets of Steve Jobs: Insanely Different Principles for Breakthrough Success (Hardcover)
Actually, what Carmine Gallo examines with both rigor and eloquence are no longer "secrets," nor are they insights of proprietary significance to Steve Jobs. On Pages 10-11, Gallo identifies and briefly discusses the seven principles in his book. For example, #1: "Do What You Love," a portion of Teresa Amabile's admonition expressed in an article that appeared in Harvard Business Review, "do what you love and love what you do" (1993); as for #3, "Kick-Start Your Brain," Doug Hall wrote a book, Jump Start Your Business Brain, that was published in 2001 and he claimed no authorship of that admonition.

My point is, the value of Gallo's book is not based on any the head-snapping revelations it provides; rather, on the analysis he offers of a truly unique person who co-founded a truly unique organization, and who then established and nourished a culture within which innovative thinking continues to produce, in Jobs's familiar words, "insanely great ideas." Ironically, it is possible but unlikely that Jobs and Apple would have succeeded to the extent they later did were it not for the "insanely great ideas" that he and Steve Wozniak encountered during a visit to Xerox PARC in 1979. Long ago, Thomas Edison observed, "Vision without execution is hallucination." An "insanely great" idea will not achieve "insanely great" breakthrough success without "insanely great" execution.

I also presume to assert that, with all due respect to Jobs, credit for the extraordinary success that Apple has achieved thus far must be shared by hundreds (if not thousands) of people who have been or are now centrally involved at every management level and in all areas of operations. It comes as no a surprise what the principles are that have driven Jobs but they have also served as also the values of the company's culture. Gallo devotes a separate chapter to each of these principles/core values -- citing hundreds sources and real-world examples - that reveal their impact on what is done and how it is done throughout the entire Apple organization. He concludes each of Chapters 2-15 with three "iLessons" that emphasis key points in the material just covered. For example, here are two sets:

First, Chapter 6, Seek Out New Experiences

1. Use analogies or metaphors to think about a problem. By finding the similarities between two things that are unalike, your brain makes new and sometimes profound connections.

2. Leave your comfort zone from time to time. Doing so is critical for the creative process to thrive.

3. Don't live in fear of the new. Embrace change. Embrace diversity of opinion and experience.

Next, Chapter 14, The World's Greatest Corporate Storyteller

1. Tell your story early and often. Make communication a cornerstone of your brand every day.

2. Make your brand story consistent across all platforms: presentations, website, advertising, marketing materials, social media.

3. Think differently about presentation style. Study Steve Jobs, read design books, and pay attention to awe-inspiring presentations and what makes them different from the average PowerPoint show. Everyone has room to raise the bar on delivering presentations, but rising to the challenge requires a dedicated commitment to improve and an open mind.

Note: In this same chapter (i.e. #14), Gallo also identifies and discusses "Three Keys to Communicating Value" and "Seven Guidelines for Selling Your Ideas the Steve Jobs Way." Of course, potentially valuable as this and other material throughout the book may be, it remains for those to read it to summon or develop the skills required to put it to effective use.

I also recommend Gallo's The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience, Alan Deutschman's The Second Coming of Steve Jobs, Leander Kahney's Inside Steve's Brain, Expanded Edition.
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No

[Add comment]
Post a comment
To insert a product link use the format: [[ASIN:ASIN product-title]] (What's this?)
Amazon will display this name with all your submissions, including reviews and discussion posts. (Learn more)
This badge will be assigned to you and will appear along with your name.
There was an error. Please try again.
Please see the full guidelines here.

Official Comment

As a representative of this product you can post one Official Comment on this review. It will appear immediately below the review wherever it is displayed.   Learn more
The following name and badge will be shown with this comment:
 (edit name)
After clicking the Post button you will be asked to create your public name, which will be shown with all your contributions.

Is this your product?

If you are the author, artist, manufacturer or an official representative of this product, you can post an Official Comment on this review. It will appear immediately below the review wherever it is displayed.  Learn more
Otherwise, you can still post a regular comment on this review.

Is this your product?

If you are the author, artist, manufacturer or an official representative of this product, you can post an Official Comment on this review. It will appear immediately below the review wherever it is displayed.   Learn more
System timed out

We were unable to verify whether you represent the product. Please try again later, or retry now. Otherwise you can post a regular comment.

Since you previously posted an Official Comment, this comment will appear in the comment section below. You also have the option to edit your Official Comment.   Learn more
The maximum number of Official Comments have been posted. This comment will appear in the comment section below.   Learn more
Prompts for sign-in


Tracked by 1 customer

Sort: Oldest first | Newest first
Showing 1-4 of 4 posts in this discussion
Initial post: Oct 6, 2010 7:56:03 AM PDT
Thanks, for another fine review, Robert Morris. Gotta get me this one. (Stop, I'll go broke on your recommendations). As an advisor to 'captains of industry' yourself, I know some of these maxims YOU could have written. My favorite among those you singled out?

"Don't live in fear of the new. Embrace change. Embrace diversity of opinion and experience."

From a dinosaur in the frozen North -- Mark B.

Posted on Oct 14, 2010 5:01:52 AM PDT
Alan says:
The occasional extreme political views expressed in this book give me pause. I was willing to give Jobs a pass on the first book, for the admiring references to Al Gore and global warming. But in this book, from the introduction, the author quotes Jobs: "It was one of the first times I started thinking that maybe Thomas Edison did a lot more to improve the world than Karl Marx and Neem Carolie Baba put together." Really? It makes me feel a little bit dirty having a book on my shelf containing that statement.

In reply to an earlier post on Oct 14, 2010 12:24:39 PM PDT
Thank you for sharing your thoughts. As a reviewer, my task is to evaluate the quality of what I review (e.g. Gallo's book about Jobs) rather make moral judgments about its subject (e.g. Jobs's opinion of Edison re Karl Marx and Neem Carolie Baba). For example, had I attended one of the rallies at which Adolph Hitler spoke, I would have given him Five Stars for the impact of his presentation on the crowd and One Star for content. (I have read the texts as well as viewed the films.) My rating of his performance would thus be Three Stars.

Changing the subject now, did you learn anything of significant value with regard to how Jobs and his associates attempt to produce "insanely great ideas" so that Apple can improve human experience with "insanely great products"?

In reply to an earlier post on Oct 14, 2010 1:29:45 PM PDT
Last edited by the author on Oct 14, 2010 1:30:29 PM PDT
Alan says:
No problem. I really had in mind the prospective buyer of the book rather than the writer of the review when I made my comment. Someone might want to know that sort of thing when considering a purchase.

I thought your review was fine.
‹ Previous 1 Next ›

Review Details



Robert Morris

Location: Dallas, Texas

Top Reviewer Ranking: 96