Within this particular section of chapters Isaacson starts by demonstrating the difference in setting of upbringing for both Steve Jobs and Bill Gates and the subsequent differences in life experiences that followed and how that affected their development of internal business ethics; leading to the vastly different natures of their individual journeys towards becoming tech tycoons. Gates, having been the son of a prominent Seattle attorney, felt that it was only ethical to at least acknowledge that both the Microsoft and McIntosh platforms were both technical rip offs of the original Xerox platform. Jobs on the other hand, having been brought up as a free spirited hippie or flower child, felt that this was an unnecessary comparison for which he held a lifelong grudge against Gates; further fueling the long term competitive nature between the two tech conglomerates. This somewhat self righteous internal view that Jobs held for himself would later come back to haunt him, specifically with his inflexible view of the McIntosh operating systems evolution which lead directly to his being voted out of the company and being told to leave. Despite the negative nature of this instance, Jobs seized this as an opportunity for self development outside of the tech world spotlight; initially by forming his own tech development firm and attempting to create the NeXt computer system which ultimately failed due to a lack of funding from figures such as Bill Gates, as well as the fact that the NeXt’s price point was much too high to sell well. Jobs began looking elsewhere for investment and development opportunities, and after acquiring a majority control of Lucasfilms development and animations department. After re-marketing the organization as Pixar, and developing animations for films such as Tin Toy and subsequently Toy Story with a partnership with Disney, Jobs finally began to see a first serious return on investment in quite some time. During the following years Jobs experienced a serious fluctuation in his personal life; going through a serious break up, losing his biological mother, and later working to reconnect with old friends. An interesting point to be made about Jobs from this time in his life was that those who dated him claimed he suffered from Narcissistic Personality Disorder, which would only add to our understanding of his overconfident rigid attitude in his personal life and business alike. Despite this self centered attitude, things in Jobs personal life slowly began to pick up with the meeting of his future wife Laurene Powell, his reconnection with his first daughter, and then having his next three children with Laurene. This seems to be exactly the kind of personal motivation and security Jobs needed in order to make his next big move in business; striking up a deal between Pixar and Disney for a 50/50 share in profits within the wake of the release and success of Toy Story. Jobs soon got even more lucky than before, with the recent unsuccessful years seen by Apple, and the high CEO turnover rate they had been experiencing, it only seemed logical for Apple to envelop its less successful competitor NeXt in order to attain a fresh perspective and edgy ideas. Jobs soon made his return to Apple as a development advisor. With this new position, Jobs began installing some of his people from NeXt into key roles within Apple, and the silent takeover began. Admittedly, the board willingly put Jobs back into power due to a lack of faith in their previous CEO and where he was taking the company, but it was Jobs utilization of self leadership amongst his closest colleagues along with a flawless dissemination of responsibility within his chain of command that landed him the respect necessary to regain company control. Jobs then proceeded to lay to rest his long term grudge with Bill Gates and Microsoft, landing a mutual partnership which resulted in the high soaring market price for both Apple stock and subsequently its products. Part of this success came from Jobs’ belief in the importance of distinct marketing and variance in product platforms, and consequently it helped the company to do better than it ever had before but it also took a serious toll on Jobs’ health; after working a steady twelve hour work day nearly seven days a week, Jobs said he could feel a serious lack in mental acuity and day to day physical comfort. And as we all know, if you can’t function then you cannot lead and you cannot make clear and concise decisions consistently. Jobs made several key changes within Apple that he felt would help to take the pressure off himself as well as the company. First, he brought in Jony Ive to head and develop Apple’s design principles, and almost simultaneously Jobs decided to offer a fully innovative and brand new concept to their product line in the iMac. Despite a counter intuitive stressful design process, the iMac ultimately did extremely well and Apple quickly gained an entirely new populous of customers. Jobs admitted that the success of this new product was almost entirely due to the edgy design options made to it by Jony Ive, exhibiting a rare form of character expected among good leaders, the placing of praise upon your own people rather than yourself. After Steve Jobs gained the full title of CEO he began making structural and professional changes to nearly every aspect of Apple; its inventory, development processes, subsidiary and supplier relations, almost everything imaginable. Jobs had an unprecedented vision for what he wanted Apple to be; a completely prestige priced media and tech conglomerate unmatched in its unique nature by anything else in the world. Jobs desired to control just about everything involved with the customer experience from software to hardware and even physical in store shopping experiences (Apple Store). This idea of streamlined single source complete customer to manufacturer dependence even manifested itself in the world of online music streaming with the creation of the iPod and the iTunes store, which even began to spread outward in its encompassment of different forms of controlled media. The iPod even became so popular, both through functionality and marketing, that the phrase “what’s on your iPod?” became a common cultural phrase. Through Jobs’ marketing influences and the cultural brand awareness that they were able to generate, Apple and and all of it’s products began to gain more and more support than ever before. Through all of this, Jobs was still having to juggle his work with Pixar right alongside his extensive hours at Apple. This came to a head when former Disney developer Jeffrey Katzenberg, whom Jobs completely despised, left Disney in order to form Dreamworks. Coupled with the fact that Disney now realized how central Pixar had become to the development and success of Disney movies, it was soon realized that the only smart move for both companies was to merge their leadership; bringing most of the Pixar developers over to fill very high ranking management positions. On a macro level, Jobs was experiencing victory after victory, but through the failure of several key Apple products he quickly learned the importance of cost efficacy, practicality and strategic development procedures. The biggest failure was yet to come though. In 2003, Jobs was diagnosed with cancer with which he received very little to no medical treatment at all until the cancer had nearly already killed him. Although Jobs did leave the world with a very inspiring message for young people, and he finally laid to rest his long term grudge against Bill Gates. Although it can be argued that Steve Jobs had done a lot of things wrong in his life, and was arguably not always the most ethical business man, what he did do well was learn from his mistakes, gave praise to those beneath him who helped him succeed, and constantly challenged the status quo; both internally within his companies and culturally. He operated on intuition and gut instinct, and his appreciation for creativity in a productive sense knew no bounds, and inarguably as a leader his utilization of those who worked with him whom he knew extremely well was the core reason that he was able to climb back up so high after having fallen so far.