"I’m not afraid to start from the beginning."

"Creativity is just connecting things."

"1 want to put a ding in the universe."

"Dylan and Picasso were always risking failure."

"Software is the user experience."

"Steve Jobs has turned his personality traits into a business philosophy. Here’s how he does it."

It’s hard to believe that one man revolutionized computers in the 1970s and ’80s (with the Apple II and the Mac), animated movies in the 1990s (with Pixar), and digital music in the 2000s (with the iPod and iTunes). No wonder some people worship him like a god. On the other hand, stories of his epic tantrums and general bad behavior are legendary.

Inside Steve’s Brain cuts through the cult of personality that surrounds Jobs to unearth the secrets to his unbelievable results. It reveals the real Steve Jobs-- not his heart or his famous temper, but his mind. So what’s really inside Steve’s brain? According to Leander Kahney, who has covered Jobs since the early 1990s, it’s a fascinating bundle of contradictions. Jobs is an elitist who thinks most people are bozos --but he makes gadgets so easy to use, a bozo can master them.

He’s a mercurial obsessive with a filthy temper--but he forges deep partnerships with creative geniuses like Steve Wozniak, Jonathan Ive, and John Lasseter...

  Introduction

1. Focus: How Saying "No" Saved Apple

2. Despotism: Apple’s One-Man Focus Group

3. Perfectionism: Product Design and the Pursuit of Excellence

4. Elitism: Hire OnlyA Players, Fire the Bozos

S. Passion: Putting a Ding in the Universe

6. Inventive Spirit: Where Does the Innovation Come From?

7. Case Study: How It All Came Together with the iPod

8. Total Control: The Whole Widget

  Acknowledgments

  Notes

  Index