Almost nobody knows that Steve Jobs had a secret mentor.
His name was Mike Markkula, Apple's first investor.
He wrote Jobs a check for $250k because he saw something special in a 21-year-old dropout building computers from his garage.
But his money wasn't the real gift...
The 8 lessons Markkula taught Jobs shaped everything he built for 34 years ↓
1) Deep Empathy
Markkula taught Jobs to forge an intimate connection with customers, understanding their needs better than they understand themselves and anticipating what they want before they can articulate it.
2) Ruthless Focus
Markkula insisted that excellence requires eliminating every unimportant opportunity. Jobs took this to heart: when he returned to Apple in 1997, he slashed 70% of their products to focus only on what mattered.
3) Impute Quality
Markkula warned Jobs that people judge books by their covers, so every detail must signal quality. Slipshod presentation creates slipshod perception, which is why Apple obsesses over everything from packaging to the sound of a closing laptop.
4) Obsess Over Perfection
Markkula insisted every element must reflect perfection because flaws erode trust faster than features build it. He supported Jobs' refusal to cut corners, even when no one was watching.
5) Think Long-Term
Markkula urged Jobs to plan in decades, not quarters. He predicted Apple would hit the Fortune 500 within two years, and he was right.
6) Sell Dreams
Markkula reframed marketing for Jobs: sell what technology enables in someone's life, not the specs. This birthed Apple's aspirational campaigns that turned products into movements.
7) Empower Talent
Markkula showed Jobs how to unleash brilliant teams by giving them impossible challenges and getting out of their way. Autonomy sparks genius.
8) Build From Passion
Markkula told Jobs: "Never start a company with the goal of getting rich. Your goal should be making something you believe in and making a company that will last."
These were the blueprint Jobs followed for the rest of his life.
Markkula ended up turning his $250,000 investment into $203 million, and his mentorship into a legacy worth trillions.
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