A relationship company.

One of the (many) characteristics of Apple which leads to its success is them being a ‘people company’ – natural, real, and employing the best people and then trusting them. No beauracracy, appreciating differences, open and honest.

This is evident in the relationship they had with a startup called Transitive, based in Manchester UK. Transitive is the company behind the Rosetta technology, which allowed Apple to introduce Intel processors into Macs in 2005, thus opening them up to a wider audience.

Co-founder of Transitive Alasdair Rawsthorne, said this about working with Apple:

“Apple was a wonderful company to work with, they’re very relationship oriented. As soon as we got the contract in place it was like we were working for the same side – it was a very single-minded development.”

Steve Jobs’ final piece of advice to his friend and now CEO of Apple was “don’t think about ‘what Steve would do’, think about what YOU would do”. In other words – trust yourself, like I trust you.

Simple amazing.

Brenda.



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