Kevin Delaney in Time:
Authentically communicating the purpose of an organization is a critical leadership skill—key to long-term performance, retention, and perhaps even workers’ wellbeing. This was one of Steve Jobs’ superpowers, connecting his and his colleagues’ work to a higher mission. “We believe that people with passion can change the world for the better,” Jobs told a group of Apple employees in 1997. “And that those people that are crazy enough to think that they can change the world are the ones that actually do.” (p. 103)
“It’s so important to pick very important things to do because it’s very hard to get people motivated to make a breakfast cereal,” Jobs noted in an interview published that same year. “It takes something that’s worth doing.” (p. 82) These observations are some of the many included in a new, free ebook released by the Steve Jobs Archive called Make Something Wonderful. While not presented as such, the book is effectively a master class in identifying and framing the purpose of organizations, as told through a chronological collection of Jobs’ speeches, interviews, emails, and notes to himself.