Visionary Steve Jobs passed away yesterday from the same illness that took my father. I've long admired Steve Jobs' vision and passion and creativity, and already today I've used my iPhone and iPad, and I'm writing this with my MacBook. He allowed mere mortals like me to embrace the amazing daily integration and freedom of accessible technology and, in the process, changed the way we all work and communicate.
Because of my father's battle with pancreatic cancer, I've known what Steve Jobs was battling these past few years, and my admiration for him grew. He clearly focused his creativity even more intensely during this precious time. And, when it was time to let go of Apple, he did. To me, Steve has demonstrated the four most important aspects for social and business growth and for good business writing:
Understanding of goals and purpose
Apple created products that improved productivity and connection in work and life by simplifying and integrating. That goal continued to burn with passion as possibilities and technologies evolved. The focus was always on the end-user.
Good writing mirrors this. A document needs to meet your reader's needs. The creative process of writing belongs to the writer, but ultimately, the goal is always to enable the reader to know or do something better.
Usefulness
Apple has such devotees (me included) because the products integrate so beautifully, making communication flow better.
Too often, we create murky communication flows and overly complicated structures in writing. A report, an email, and a proposal all need to serve a real and clear purpose.
Clarity
Apple's designs are simple and clean and functional. I learned only last night that this inspiration came from calligraphy classes early on in Steve Job's education.
One of my favorite quotes about writing is from Blaise Pascal:
"I'm sorry for the length of this letter. I did not have time to make it shorter." Clarity requires work and sharp honing.
Integrity
Steve Jobs was notoriously demanding. But, this was fueled by the desire to create something of excellence.
Business writing is the most interesting form of rhetoric to me because it is constantly evolving. I am heartened by the evolution towards clarity and authenticity in business writing. Business speak and inscrutability are fading. We now should "write to express, not to impress." Awareness of human-to-human connection is increasing in business writing.
Thank you, Steve Jobs, for improving my work and communication and for inspiring me. I love your products and admire your creativity and passion. Rest in peace.
