Steve Jobs and Me

Pre-Apple

I was fascinated by calculators as a kid in high school. The first time I saw one in math class around 1970 I was blown away and there began my fascination and obsession with the man/machine thing. The idea of a machine for the mind is just ultimately captivating to me because it's ultimately empowering. In the mid 70's, I went to UCLA and tried programming. I tried PLC, it was kind of new and I thought it was the next step after cobol and fortran. I didn't like it. I was good at math but the lack of interactivity turned me off. Typing punch cards and getting print-outs an hour after I submitted my card deck was not enough to capture my imagination and so I pursued Economics, it seemed kind of interesting. At UC Santa Barbara in the late 70's, I first heard about the Radio Shack TRS-80, the first personal computer I had ever encountered. I went to the local Radio Shack several times to play with it. I liked it, but it still didn't really grab me and I didn't have a spare $200 anyway. I got my first job in 1979 with Unilever and had access to a smallish IBM mainframe and designed some reports that were programmed by someone else but still didn't really care for it. But I did convince the company to buy me a Texas Instruments programmable calculator which I went nuts over. I could program lots of calculations relevant to my job (financial analyst) and get instant feedback with no one involved but me and the machine.

Apple

I got a job in the early 80's at an oil company named Tosco that was pretty progressive. I was an analyst in the Treasury dept. and they handed us an Apple III with VisiCalc. This blew my mind. I was programming all sorts of financial analysis and providing super quick answers to management, we were all happy. After a couple years, they got us a Lisa. This super blew my mind - visual computing. Interestingly, I ended up sticking with my Apple III because Visicalc then Multiplan were better than LisaCalc. I took another job with Columbia Pictures as a finance manager and here I got an IBM PC with Lotus 123. This was a nice progression from the Apple III but a far cry from the beauty of the Lisa. When the Mac came out in 1984, I bought one. It was heaven. I bought an Apple modem to get online with Dow Jones so I could download and analyze data but mostly I just played with it. I flew to Australia to try the family business in 1985 and sat uncomfortably for 18 hours with my Mac under my legs. I heard about Lotus 123 coming out for the Mac under the name Lotus Jazz (it was really a suite of apps). I went to the Sydney Opera house for the unveiling and bought a copy. It was cool but not Mac-like enough. I wanted that user-experience. I came back to the US in 1986 and joined Disney. There were no Macs there and I used a PC with Lotus 123 again but started advocating for getting Macs whenever/wherever I could. I was asked by the CFO to help start a new IT department for the studio. One of the first things I did was call the Apple rep. and started to figure out how we could get Macs into Disney. I created a lab where we had Macs to show the kind of stuff you could do on a Mac. We were initially focused on desktop publishing but got into video once QuickTime was launched. The lab was a success and we got Macs into the art departments at the the studio and we also helped get feature animation to standardize on Macs. My favorite computer of that era was my precious PowerBook Duo. I even got a moonlighting gig writing a column for MacWEEK. Probably our biggest success (with a little help from Barry Diller) was when we got a chance to set up all of the studio execs with PowerBooks. I got a chance to sit down with Studio Head Jeffrey Katzenberg one Saturday and introduce him to the Mac.

NeXT

When Jobs started NeXT in 1985, I was following his every move. The thing I remember about the launch besides being blown away was the NeXT playing a beautiful sounding version Of Louis Armstrong's - What a Wonderful World. This was a high fidelity computer. I convinced Disney that I needed one and the Cube became my preferred computer. I got all the software for it I could including early versions of Adobe Illustrator and Lotus Improv. Lotus actually flew me to Boston for a few days to help them with feedback. My first meeting with Steve Jobs was when I was making a push that the NeXT should be our new standard for desktop publishing. Even though there wasn't software comparable to the Mac (PageMaker), the fact that it was a pure PostScript machine and he was coming out with a new super graphics card called NeXT Dimension made it compelling. I called NeXT and setup an appointment to come and see NeXT and Steve. The office was just beautiful, Steve showed up and gave us a little overview and then he demoed NeXT dimension to us (just my boss and I). He just really went into another gear when demoing, he was so proud and loving of his creation it was striking. As we talked more about NeXT, I asked him why he went with Motorola 68k chips instead of Intel. He angrily fired back "What the fuck do you know about processors?". I was kind of stunned both by his comment and the kick my boss landed on my shin. We continued with the meeting and when we left, my boss yelled at me most of the way home. I heard about the internet and decided to try e-mail on my NeXT (we had corporate e-mail). Disney.com was only being used by a couple of engineers at Imagineering so for a short time I got art@disney.com. I was playing around with a 3D modeling program on my NeXT one day when I decided to e-mail the developer in Italy with a question. He responded almost instantly, this blew my mind. I started playing around with Mosaic and quite frankly everything I did at Disney and beyond has been web-related. My next meeting with Steve was when I asked him to come down and do a little talk to the studio with the lure being that SImpson/Bruckheimer was setting up shop at Disney and luckily wanted black computers. I told them about NeXT and set up a meeting between Jobs and them. We ordered NeXT's for their whole office, it was cool. I didn't chat much with Steve but he did remember me. My final meeting with Steve was when I was VP Software at Disney Online and we were looking for ways to partner with all sorts of people and NeXT was selling WebObjects, a powerful web app server. I went to visit Steve with my boss, he served a beautiful vegetarian lunch to us. He was quite warm and I was thrilled because he remembered meeting me. We talked pretty expansively about the web. He proposed that we turn over our whole web business to NeXT. I was disinclined simply because I figured I would be out of a job, but it obviously went no where.

Pixar

The first website my team and I created for Disney was The Buena Vista Movieplex. We had an opportunity to create custom sites for a number of films until the first one that they went outside on was Toy Story. The developers did a great job and though my feelings were mixed about the whole thing, I was happy about it because Jobs was behind Pixar.

Apple

Before Jobs came back, I had a meeting with Apple in 1995, we would go up every year to get an overview of where they were headed. I told them that they should do an internet computer. A simple all-in-one Mac (as they had moved to conventional desktop/monitor configurations) that would be optimized for the internet (or at least e-World). Somewhere around this time, Apple sent me the 1 millionth Power Mac as thanks for my support. During my Disney Online days, I remember really bonding with my still good buddy David Vogler over anything Mac and Beatles, two things strangely but beautifully linked. When I left Disney, I remember making one request of my boss, would he allow me to keep my NeXT pizza box, he did. Since Jobs came back to Apple my interaction has been just as a consumer. I have been blown away by what he accomplished. The iMac ( I bought orange). I was given an iPod when it first came out as a gift - most of my music in my pocket on my 5GB iPod was amazing. I bought an iPhone when it first came out and was again just knocked out by how cool it was. My slight falling out of love with Apple happened primarily because of the closed eco-system Jobs setup around iOS but also because I think I just liked Jobs better as an underdog rather than an overlord. I also was kind of disappointed by all of the lawsuits to protect iOS.

The End

Anyway, two very different public figures have had a big impact on me. John Lennon for his art, genius and humanity and Steve Jobs for his genius, drive and unparalleled ability to visualize and execute in the field I love the most - technology. So completely tragic that we lost both so young.

Thank you Mr. Jobs.

Art Holland