There are times in business history that define the success or failure of a business. For Steve Jobs, these moments involved making important decisions about his strategy and knowing very well how to measure the public perception of his company. At a key point in his post-Apple career, Jobs had enough reflexes to, with a simple gesture, ensure his future success.
After being fired from Apple, Jobs founded NeXT, a computer company that sought to revolutionize the technology market. However, To expand his business, Jobs needed investors.. When famed entrepreneur Ross Perot visited NeXT to consider an investment, Jobs realized something right away: the company’s success depended on what was in its parking lot.
Some cars not to brag about
A few years ago, software engineer Randy Adams told the story to Forbes. It was 1985, and Adams had just sold his software company, pocketing a lot of money. just for that, I was in no rush to get back to workeven though he was part of the NeXT team.
A few days later, however, Steve Jobs managed to persuade him, and Adams joined Jobs’ newly founded company. And that wasn’t the only thing they agreed on, well he and Jobs bought a Porsche 911 at the same time. An entire car for which the last thing they wanted was a slamming of the doors of other cars parked around them.
Consequently, Steve Jobs and Adams parked in front of the NeXT offices, occupying three parking spaces. The cars, every day also in the central squares in front of the building, they have become a classic. A classic that at some point could have played against the young NeXT.
To hide the Porsche 911
Commemorative model.
One particular day, Steve Jobs ran into Adams’ office to tell him “We have to hide the Porsches now”. ” For what ? Adams asked. “Ross Perot is coming in and he’s considering investing in the business and we don’t want him to think we have that much money.” With a lot of thought, the two executives moved their cars to the back of the building, and soon after, in 1987, Perot invested $20 million in NeXT.
A movement which also earned him a seat on the board of directors and which was possible thanks to a Steve Jobs with a lot of hindsight. A simple gesture which, by presenting NeXT as a more modest and dedicated company, could well have influenced Perot’s decision to invest in the company.
This little episode starring Jobs and Adams reminds the importance of public perception in the success of a company. While product quality and financial performance are essential, how a company is perceived by investors, customers and the general public is also important. A perception, in the case of Apple, that Steve Jobs took great care of until he put it where it is now. And all this, in part, thanks to hiding his car, at the time still with a license plate, at the right time.
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