The world of technology is full of fascinating characters, and Steve Jobs is undoubtedly one of the most notable. His relentless approach to quality and excellence has been acclaimed and criticized in equal measure, but no one can deny it. managed to change the world thanks to his innovative approach and passionate vision.
In one of his most famous and also decisive negotiations for the company he led, Jobs used his talent for provocation to obtain an agreement with IBM, and the story has become a legend in the business world.
A key negotiation for the success of the company
In 1989, NeXT, the technology company founded by Steve Jobs after leaving Apple, was having trouble convincing buyers. Desperate to strike a deal with IBM, NeXT executives met with their IBM counterparts to discuss the possibility of licensing their NeXTSTEP software for use on IBM’s OS/2 computers. What happened at this meeting has become legend and has been repeatedly cited as example of Jobs’ unique negotiation approach.
When executives from both companies met at NeXT headquarters in Palo Alto, California, to discuss the terms of the deal, everyone was nervous. Jobs, who was head of the technology company at the time, had not yet arrived at the meeting. When he finally appeared, he entered the conference room and spoke directly to the top IBM executive present at the meeting. In a moment of daring, Jobs told him: “Your user interface is garbage”.
NeXT’s success meant Apple’s future success
After this sentence, the room fell silent. The executives at NeXT and IBM couldn’t believe what had just happened. But this was nothing new to Steve Jobs, who knew that the best way to get what he wanted was often to be relentless and defiant. With an incredible talent for provocation, Jobs continued:
“We’re going to make this deal, but their products are crap”.
The executives of both companies were shocked. However, Jobs had a goal in mind and he would not stop to achieve it. The plan actually worked, as we will see later. And Steve Jobs was able to sell one of the NeXT computers even to our King Emeritus, Juan Carlos I.
Eventually, NeXT managed to strike a deal with IBM for $65 million. The tactic paid off. The story has become a legend in the business world and has been cited many times as example of Jobs’ unique ability to negotiate. Although some criticized his approach as too aggressive and unprofessional, others praised him for his ability to get what he wanted and for his insistence on quality and excellence.
The story of the negotiation meeting between NeXT and IBM is another example of the uniqueness of Steve Jobs and his ability to achieve whatever he set out to do. Although his approach was unconventional, he got results and left his mark on the world of business and technology. Sometimes, A direct and honest approach can be more effective than trying to please everyone and Steve Jobs knew a lot about that.
An older version of this article was originally published on 02/26/2023.
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