Word: jobsian
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Greg Joswiak, who oversees iPod and iPhone marketing for Apple, says the non-Jobsian approach is nothing new. "We've always done a mixture" of product releases, some without a lot of fanfare or big-tent releases, he says. "For this one, it just made sense to do it this way. We've done a lot on our website to make sure customers understand how it works...
...that make him so different from his arch friend and arch rival Gates, a man of competitive intensity and analytical rigor. This Jobs literally lopes into the room, and he keeps using the word golly. So O.K., golly, it's true that the famed "Reality Distortion Field"--that renowned Jobsian ability to bamboozle and bedazzle--still works, but it's a slower seduction these days, not a manic pitch. At 42, he may have mellowed, but as a motivator and marketer he still has no equal...