Book Review:
The Second Coming of Steve Jobs

Authored by Alan Deutschman 
Published by Doubleday Broadway Publishing Company

A Book Review by Dr. Larry L. Craft

Introduction

This 300 page biographical portrait of Apple Computer CEO and founder, Steve Jobs, is a fast paced, behind the scenes look at one of the nation's most creative and intelligent, yet blatantly insensitive corporate executives. Readers get a rare look at this mysterious icon's interactions with Silicon Valley's chosen few who, motivated by their need for recognition and power, gave birth to the world of computer technology and animation. Deutschman perfectly weaves history, psychology, philosophy, sociology, technology, and innovation into a seamless tapestry that captivates the reader and maintains intrigue from start to finish.

The Theme/Purpose

This book's primary theme or purpose is to reveal the true personality and motivation behind Steve Jobs' relentless pursuit of success. Secondary themes address the history of computers and animation along with the cultural idiosyncrasies of Silicon Valley. Rather than the traditional biography that highlights the strengths and downplays the weaknesses, Deutschman provides documented insights into the dark side of Steve Jobs' inner self as it relates to both his personal and business life. At times the reader feels that the author is sending his personal message to Steve Jobs that success at any cost to personal lives is not really success at all; that charisma and showmanship may produce popularity with the masses but not a legacy of respect; that fear and intimidation may produce a gaggle of followers, but very few long-term relationships; that idealism and opportunism are strange bedfellows. In his secondary themes, Deutschman stimulates the readers' interest by detailing the birth of the Next and IMac computers and Pixar's techno-animated Toy Story.

The Writer's Style

Alan Deutschman is one of the few authors who can flawlessly mix documented, historical fact with provocative entertainment without making the reader shift from one side of the brain to the other. The book is organized most efficiently into six chapters beginning with Jobs' painful and life-changing rejection from Apple in the summer of 1985 and ending with a fascinating epilog titled 'Being Steve' that lists the various theories and opinions about the causes of Steve Jobs' paradoxical behavior. While relying upon a colorful vocabulary, Deutschman employs word pictures that are brief but descriptive and characterizations that dig beneath the surface to uncover the true nature of Steve Jobs' personality. As a result, the reader is taken on an expeditious journey that both informs and entertains.

The Characters

Unlike Tom Clancy who obsesses on technology while avoiding any emphasis on his characters, Deutschman minimizes technology while maximizing character development. The author discreetly goes where few authors dare to tread, from the conscious to the subconscious to reveal the motivation behind the behavior. Literally dozens of friends, colleagues, and competitors offer their business and personal characterizations of Steve Jobs. These collective characterizations give irrefutable evidence of his nearly paranoid need for privacy and control, his obsessive need for perfection, and his narcissistic need for recognition. To balance the dark side, Deutschman acknowledges Jobs' creativity, charisma, and negotiating skills and their impact upon his success at Apple and Pixar. Other technology and animation moguls such as Larry Ellison of Oracle, Bill Gates of Microsoft, John Lasseter of Pixar, Michael Eisner of Disney, and Jeffrey Katzenberg of DreamWorks provide further character development.

The Value/Rating

Any reader who is fascinated by psychology or technology should find a way to wedge this inch and a half portrait of Steve Jobs onto the bookshelf. Any executive who wants to learn about leadership styles and their impact upon employees should jot this title into his or her Palm Pilot. Any employee that aspires to greatness and wants to take a shortcut by avoiding Steve Jobs' pitfalls should look forward to spending a few nights with Alan Deutschman. Overall Rating: A (Excellent)

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