Group 11 principles of management

z FOREIGN TRADE UNIVERSITY PRINCIPLES OF MANAGEMENT  GROUP 11 ANALYSIS ON STEVE JOBS’ MOTIVATION METHOD Credit Class: QTRE303.3 Instructors: PhD Hoang Anh Duy Ha Noi - 6/2020 GROUP MEMBERS Students’ Name Student ID Bach Khanh Linh 1810150011 Nguyen Le Chi 1811150064 Bui Dai Nhat 1711150047 Tran Doan Lam 1815530029 Pham Ngo Quynh Giao 1814450028 Tran Nguyen Thuy Duong 1815530018 Le Phuong Thao 1814450078 La Thi Phuong Nhi 1815530057 TABLE OF CONTENTS INTRODUCTION I About Steve Jobs and Apple Inc Steve Jobs 2 Apple Inc II Literature Review on Motivation Definition Types of Motivation Importance of Motivation Motivation Theories III Analysis on Steve Jobs’ Motivation Method 14 Steve Jobs refers to Vision 14 The content in his employee’s sayings is Inspiration 15 He prefers using high stake metaphors 17 There is always an enemy in Steve Jobs’ stories 19 Steve Jobs is a “Theory X” person 20 Steve Jobs’ Strong and endless belief 21 IV Recommendations for Other Managers 22 CONCLUSION 25 REFERENCES 26 INTRODUCTION Leadership plays the most prominent role in the acquisition of organizational success An organization without a leader is like a ship without a captain, for he is the one guiding the sails, steering the helm and dropping the anchor Steve Jobs, in the prime of his career, was a man with a vision turned into actions, the man extracting the best and presenting a victorious picture that crowns all Steve Jobs cofounded Apple in his parents’ garage, was ousted, came back to its rescue from near bankruptcy and had built it into the world’s most valuable company by the time he died Therefore, we chose Steve Jobs as the subject of our research, especially his traits as a successful leader In particular, analysis of his motivation methods and techniques will be carried out and recommendations for him as well as other managers will also be put forward On carrying out the research, we are determined to look into Steve Jobs’ motivational speeches that applied some levels of Maslow’s hierarchy of needs All findings are based on statistics from Apple’s annual report and real footage collected from Apple’s staff meetings and press interviews I About Steve Jobs and Apple Inc Steve Jobs Steven Paul Jobs (February 24, 1955 – October 5, 2011) was an American business magnate, industrial designer, investor, and media proprietor He was the chairman, chief executive officer (CEO), and co-founder of Apple Inc Steve Jobs played a prominent role in the growth of Apple While Steve Wozniak was a hobbyist who designed a computer board which was comparatively small and wanted to give this for free to all the hobbyists, Jobs thought he would sell those small awesome computers Jobs had a vision for a company that would more than just create computers for the masses He had a thought of a company that would create technology for the world that would allow users to quickly get tasks done, and to so with ease Later on, he was also largely responsible for helping revive Apple, which had been at the verge of bankruptcy in the 1990s Apple Inc Apple Inc is an American multinational technology company headquartered in Cupertino, California, which designs, develops, and sells consumer electronics, computer software, and online services It is considered one of the Big Four technology companies, alongside Amazon, Google, and Microsoft Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in April 1976 Apple retail footprint has since expanded to 510 stores spanning 25 countries and regions, including 271 in the U.S and 239 combined in other countries Even though Apple the second most valuable brand in the world in 2017, it was not among the world’s largest companies in terms of staff As of 2019, the company’s number of employees stood at 137,000 thousand Other information technology companies, such as Samsung Electronics or IBM, had employed a larger number of people However, the revenue per employee of Apple turned out to be the highest among leading technology companies Apple’s number of employees in the fiscal years 2005 to 2019 (in 1,000s) In 2018, Apple announced its highest annual revenue to date with 265.6 billion U.S dollars generated in revenue About 218 billion U.S dollars of this was generated by sales of the iPhone, meaning that the smart device was responsible for an average of around 82 percent of the company’s total global revenue Sales of the iPhone reached about 218 million units In 2018, a significant increase from the 150 million units that were sold in 2013 and the 40 million units sold in 2010 Apple also increased sales of the iPad, earning the company revenue of 4.1 billion U.S dollars The iPad contributed an average share of 6.5 percent to Apple’s total global revenue in the fourth quarter of 2018 Even though the global market share of the iPad has dropped since 2012, it still dominated the tablet market with a 31.4 percent share as of the third quarter of 2019 Global revenue of Apple from 2004 to 2019 (in billion U.S dollars) II Literature Review on Motivation Definition Motivation is the process by which a person’s efforts are energized, directed and sustained towards attaining a goal − Energy: The energy element is a measure of intensity, drive, and vigor A motivated person puts forth effort and works hard − Direction: the quality of the effort must be considered as well as its intensity Effort must be directed toward, and consistent with organizational goals − Persistence: motivation includes a persistence dimension Organization wants employees to persist in putting forth effort to achieve those goals Types of Motivation Motivation is divided into different theories known as intrinsic (internal or inherent) motivation and extrinsic (external) motivation − Intrinsic motivation o Intrinsic motivation has been studied since the early 1970s Intrinsic motivation is a behavior that is driven by satisfying internal rewards It is an interest or enjoyment in the task itself, and exists within the individual rather than relying on external pressures or a desire for consideration The cause of the behavior must be internal, and the individual who engages in the behavior must perceive that the task increases their competence Intrinsic motivation comes from one's desire to achieve or attain a goal Pursuing o challenges and goals come easier and more enjoyable when one is intrinsically motivated to complete a certain objective because the individual is more interested in learning, rather than achieving the goal An advantage (relative to extrinsic motivation) is that intrinsic motivators can be long-lasting, selfsustaining, and satisfying − Extrinsic motivation Extrinsic motivation comes from influences outside of the individual Common extrinsic motivations are rewards (for example money or grades) for showing the desired behavior, and the threat of punishment following misbehavior Competition is an extrinsic motivator because it encourages the performer to win and to beat others, not simply to enjoy the intrinsic rewards of the activity Advantages of extrinsic motivators are that they easily promote motivation to work and persist to goal completion Rewards are tangible and beneficial A disadvantage for extrinsic motivators relative to internal is that work does not persist long once external rewards are removed Importance of Motivation − To Individuals: Motivation will help him achieve his personal goals, job satisfaction, self-development Motivated employees can lead to increased productivity and allow an organization to achieve higher levels of output o Increased employee commitment: When employees are motivated to work, they will generally put their best effort in the tasks that are assigned to them o Improved employee satisfaction: Employee satisfaction is important for every company because this can lead towards a positive growth for the company and lower turnover rates o Ongoing employee development: Motivation can facilitate a worker reaches his/her personal goals and the self-development of an individual Once that worker meets some initial goals, they realize the clear link between efforts and results, which will further motivate them to continue at a high level o Improved employee efficiency: For the company to get the very best results, an employee needs to have a good balance between the ability to get the very best results, between the ability to perform the task given and willingness to want to perform the task − Leads to stability of workforce: The employees can remain loyal to the enterprise only when they have a feeling of participation in the management This will lead to a good public image in the market which will attract competent and qualified people into a concern Motivation Theories − Maslow’s Hierarchy of Needs Theory Maslow's hierarchy of needs is a theory in psychology proposed by Abraham Maslow in his 1943 paper "A Theory of Human Motivation" in Psychological Review Maslow created a classification system which reflected the universal needs of society as its base and then proceeding to more acquired emotions Maslow used the terms "physiological", "safety", "belonging and love", "social needs" or "esteem", and "self-actualization" to describe the pattern through which human motivations generally move This means that in order for motivation to arise at the next stage, each stage must be satisfied within the individual themselves in order for an individual to complete their hierarchy ✓ Physiological needs: This foundation concept is the main physical requirement for human survival This theory states that humans are compelled to fulfill these physiological needs first in order to pursue intrinsic satisfaction on a higher level Physiological needs include: Homeostasis, Reproduction, Food, Water, Sleep, Clothes, Shelter ✓ Safety and security needs: Once a person's physiological needs are relatively satisfied, their safety needs take precedence and dominate behavior In the absence of physical safety, people may (re-)experience post-traumatic stress disorder or transgenerational trauma In the absence of economic safety, these safety needs manifest themselves in ways such as a preference for job security, grievance procedures for protecting the individual from savings accounts, insurance policies, etc This level includes: job security, health, and safe environments, personal security, employment, resources ✓ Love and belonging needs: After physiological and safety needs are fulfilled, the third level of human needs are seen to be interpersonal and involves feelings of belongingness This level includes: Friendship, intimacy, family, series of connection ✓ Esteem needs: Esteem needs are ego needs or status needs People develop a concern with getting recognition, status, importance, and respect from others Esteem presents the typical human desire to be accepted and valued by others People often engage in a profession or hobby to gain recognition These activities give the person a sense of contribution or value This level includes: respect, self-esteem, status, recognition, strength, freedom ✓ Self-actualization: This level of need refers to the realization of one's full potential Self-actualization can be described as a value-based system when discussing its role in motivation Maslow describes this as the desire to accomplish everything that one can, to become the most that one can be In addition, Maslow separated the five needs into higher and lower levels Physiological and safety needs were considered lower-order needs; social, esteem, and self-actualization needs were considered higher-order needs Lower-order needs are predominantly satisfied externally while higher-order needs are satisfied internally − ERG Theory ERG theory is a theory in psychology proposed by Clayton Alderfer Alderfer further developed Maslow’s hierarchy of needs by categorizing the hierarchy into his ERG theory ✓ Existence: The existence group is concerned with providing the basic material existence requirements of humans Alderfer categorized the lower order needs (Physiological and Safety) into the Existence category − X&Y theory: Douglas McGregor, an American social psychologist, proposed his famous X-Y theory in his 1960 book 'The Human Side of Enterprise' McGregor's ideas suggest that there are two fundamental approaches to managing people, Theory X presents a pessimistic view of employees’ nature and behavior at work, while Theory Y presents an optimistic view of the employees’ nature and behavior at work ✓ Theory X: Theory X is found in the behaviors of autocratic managers and organizations which use autocratic management styles, it encourages use of tight control and supervision but does not encourage innovation It implies that employees intrinsically not like work and try to escape it whenever possible and are reluctant to organizational changes ✓ Theory Y: Theory Y implies that the managers should create and encourage a work environment which provides opportunities to employees to take initiative and self-direction Employees should be given opportunities to contribute to organizational well-being Theory Y encourages decentralization of authority, teamwork and participative decision making in an organization Theory Y searches and discovers the ways in which an employee can make significant contributions in an organization It harmonizes and matches employees’ needs and aspirations with organizational needs and aspirations 12 − Equity theory: Adams' Equity Theory calls for a fair balance to be struck between an employee's inputs (hard work, skill level, acceptance, enthusiasm, and so on) and an employee's outputs (salary, benefits, intangibles such as recognition, and so on) According to the theory, finding this fair balance serves to ensure a strong and productive relationship is achieved with the employee, with the overall result being contented, motivated employees − Expectancy theory: Vroom's expectancy theory assumes that behavior results from conscious choices among alternatives whose purpose it is to maximize pleasure and to minimize pain Vroom realized that an employee's performance is based on individual factors such as personality, 13 skills, knowledge, experience and abilities He stated that effort, performance and motivation are linked in a person's motivation He uses the variables Expectancy, Instrumentality and Valence to account for this ✓ Expectancy is the belief that increased effort will lead to increased performance i.e if I work harder then this will be better This is affected by such things as: having the right resources available, the right skills to the job, the necessary support to get the job done ✓ Instrumentality is the belief that if you perform well that a valued outcome will be received The degree to which a first level outcome will lead to the second level outcome This requires clear understanding of the relationship between performance and outcomes, trust in the people who will take the decisions on who gets what outcome, transparency of the process that decides who gets what outcome ✓ Valence is the importance that the individual places upon the expected outcome For the valence to be positive, the person must prefer attaining the outcome to not attaining it The three elements are important behind choosing one element over another because they are clearly defined: effort-performance expectancy (E>P expectancy) and performance-outcome expectancy (P>O expectancy) Thus, Vroom's expectancy theory of motivation is not about self-interest in rewards but about the associations people make towards expected outcomes and the contribution they feel they can make towards those outcomes III Analysis on Steve Jobs’ Motivation Method Steve Jobs refers to Vision “What we're about isn't making boxes for people to get their jobs done, although we that well We that better than almost anybody in some cases, but Apple's about something more than that Apple, at the core, its core value, is that we believe that people with passion can change the world for the better That's what we believe in” – Steve Jobs said Those sayings were just same as self-actualization in theory of Maslow’s Hierarchy of Needs 14 About theorical review, Psychologist Abraham Maslow's theory of self-actualization contends that individuals are motivated to fulfill their potential in life Self-actualization is typically discussed in conjunction with Maslow's hierarchy of needs, which posits that selfactualization sits at the top of a hierarchy above four "lower" needs In Steve’s point of view, he and Apple believe that people with passion can change the world for the better They fulfill their employees and set out for people who bought their products This is exactly Steve’s vision, Apple’s core value that motivate their subordinates and promote their customers People, ex: Steve’s employees, will wish to achieve everything in their field, to be on top and to continuously improve themselves and what they own due to Steve Jobs’ Leadership Skill and his excellent vision And of course, it is incredibly effective but actually very simple Almost any of the marketing messages that we have heard from Apple or Steve Jobs boil down to just a few words, certainly one sentence So, if we think back, there was the iPod campaign that was "1,000 songs in your pocket." Therefore, we need to keep our vision, our core set of values extremely simple, because the employees, the people beneath us, the people who are buying our products, they need to be able to communicate it succinctly to the people around them Steve wants to send a message to his partners that they need improvement, need progress to be able to change the world It is a great impetus for them to explore their potential Apple would like to express their opinion that they not only make people get their jobs done effectively but also promote people’s ability hidden from inside themselves Steve Jobs constantly was refocusing his people on this vision of doing something big that was going to change the world, and, honestly, that was their heyday was when they came out with the iPod and the iPad, and even the iMac before that That focuses on the vision is what made it so powerful The content in his employee’s sayings is Inspiration Related to his sayings “We believe that people with passion can change the world for the better.”, that is what inspired the people around him, and if we will look at his employees, as what we will in just a second, they picked up the message loud and clear 15 “I have to say, of all the people I've met, there is nobody, clearly, nobody like Steve When you are next to him and he was talking to you, you could feel the electricity in your body You could feel his charisma, and it wasn't it's because he was a cult leader or anything, you just, actually, could feel it, because I'm not necessarily a cult follower And, he made you feel he could inspire you He made you feel like you could anything And as long as you believe that, you, really, could anything, as long as you're willing to sacrifice everything else.” – Steve’s employee shared This is exactly an application of selfesteem needs Reviewing theory of self-esteem: Esteem needs are ego needs or status needs People develop a concern with getting recognition, status, importance, and respect from others Esteem presents the typical human desire to be accepted and valued by others People often engage in a profession or hobby to gain recognition These activities give the person a sense of contribution or value This level includes: respect, self-esteem, status, recognition, strength, freedom So, really, that's what Steve Jobs did for the people around him, the people under him that worked for him He made them feel like they could not only change the world, but that anything was possible if they worked hard enough Therefore, they were willing to go to really extreme measures to pull the kind of things off that he asked for were oftentimes were quite frankly, technologically infeasible and ridiculous, and very, very hard to pull off, but they managed to it because of this belief that it was possible, that passionate people could change the world Steve’s influence on his subordinates is positive, makes them willing to work, become more confident to face with problems or even sacrifice everything This enhances their esteem, overcome themself to develop Recognizing them is a good way for others make efforts, attracts people to join competitions or campaigns or professions to gain recognition Indeed, should we be confident in ourselves, we will have a healthy esteem as well, everything would be done effectively As a result, the harder we work, the more recognition we achieve 16 He prefers using high stake metaphors Steve Jobs has always been considered as the Apple wizard that casts spells on his audiences during each of his presentations Some say that his presentations are always both mesmerizing and of course, inspiring since they are most likely a well-prepared performance or some kind of a magic show One of the most powerful tools that this man has in his toolbox is METAPHOR Metaphor is a figure of speech that uses symbols which have a similar meaning instead of reality to denote or describe something It helps explain an idea or make a comparison, and helps represent abstract concepts using colorful language As we already know, metaphors are not only important in poetry, literature but also so powerful in creating a remark in a speech Psychological research within the last decade has exploded that metaphors are not just a literary technique; they are a very potent psychological technique By illustrating a point without coming right out and saying it, an author can get his/her audiences to really think about something with a totally new meaning, from a different angle Telling a story using metaphors also helps an author illustrate a point on a deeper level Figures and symbols also have bigger impacts, and often on a more emotional level Let’s have a closer look at how Steve Jobs used high stake metaphors to ignite the enthusiasm of his employees In the video that we use as a reference for this report, Steve Jobs has mentioned: “SunX, if you will, are our friend, because they're going to spend their marketing money to convince people to move into this segment But the minute they've made their choice to move into the segment, whether we've convinced them or Sun has convinced them, Sun and Next are mortal enemies”, or “In other words, if we zoom out the big picture, it would be a shame to have lost the war because we won a few battles And, I sort of feel like I, and so are the rest of us, are concentrating too much on the smaller battles, that, and we're not keeping the war in perspective, and the war is called survival” He was talking about “mortal enemies”, “war”, “smaller battles” and “survival” - things that are completely human, emotionally-driven, and archaic-type, almost They drive people back hundreds, even thousands of years in history, to once again find out what war, battle or survival is, to once again experience the thrill of the long and terrible fights, of eventually glorious victory, of deliberate survival 17 So, for Steve Jobs, it is not just about winning or the company will suffer major losses, we might not receive a salary or even lose our jobs (not just about the fear of losing jobs) This sort of term, this sort of metaphor gets people emotionally engaged, and that was something that Steve Jobs was able to to an incredible level with his own employees According to Maslow’s theory of Hierarchy of Needs, this method of Steve Jobs has pretty much of an impact on an employee's needs for safety His metaphor of war and battles give his employees the feeling of shudder, of unsecure, unsafety and the feeling that their first priority of survival and safety is not yet met As the assumption made by Maslow in this theory, having unmet (safety) needs will push the workers towards actions aimed at satisfying those needs And so, in this particular case, Steve has turned the company's purpose of winning this tough battle into each employee’s vital goal so that each of them will fiercely fight to achieve that goal We can also see Steve Jobs in other contexts, using words of metaphor to mobilize his employees It all started in January 1983, by what he said to the development team who was working on the original Mac, the company’s hugely ambitious personal computer back then: “It’s better to be a pirate than join the navy” And we can immediately see the immense impact this saying has on his employees, since in August 1983, it was spotted that a pirate flag was flying at Apple’s headquarters: a black flag with the familiar white skull and crossbones, and perhaps most importantly, the final touch of an eye-patch that rendered by a large, rainbow-colored Apple logo Being a pirate, by his means, wasn’t about treasure maps and eyepatches, it is about “moving fast, unencumbered by bureaucracy and politics”, says software engineer Andy Hertzfeld, an original member of the Macintosh team Indeed, pirates can function without a bureaucracy, they support one another and support their leader in the accomplishment of a goal, they can stay creative and on task in a difficult or even hostile environment, they can also act independently and take intelligent risks, but always within the scope of the greater vision and the needs of the greater team Pirates with passion are all it needs for Apple to make anything possible, to something that matters, that can change the world 18 There is always an enemy in Steve Jobs’ stories “Well, Big Blue dominates the entire computer industry, the entire information age Was George Orwell right?” - Steve Jobs talking about IBM - the Big Blue, and how they have the majority of market share in the 1980s In almost every classic story, there are heroes and villains Villains represent the problem that needs to be solved, and heroes play the role of a solution helping the victims (usually consumers) break out of that problem In the early days, Steve Jobs made IBM the enemy of Apple, especially in the year of 1984, when Apple released a television ad where IBM played the role of the villain Later on, there was Microsoft, and then there was the entire PC platform the enemy in the late 1990s The PC guy versus the Mac guy in an ad titled “Out of the Box” This bring us back to the theory of Maslow, after satisfying the safety needs (that is when Steve Jobs mentions of “war” and “survival”, reminds the workers of their insecurities, and encourages them to seek to strengthen their certainty and safety) and the esteem needs (when he mentions the vision and fosters the belief in each of his employees that with passion, and the willingness to trade-off, they are capable of anything), higher level of needs will incur An employee will continue to seek to meet these needs, in this 19 case, the self-actualization needs It refers to people’s competitiveness and their ambition to win Here, they seek to fulfill their highest potential and create a positive impact on the world Having an enemy gets people incredibly fired up The moment the employees recognize their enemy’s presence, they behave differently The simple existence of an enemy, even one that hasn’t acted yet, provokes a change in the posture of workers, makes them more aware and alters how they prepare for the up-comings, how they organize themselves Creating an enemy, as a supplement of the previous method - using a metaphor that riled up employees by their emotions, is once again an extremely effective move of Steve Jobs It makes the employees, again, feel like their survival is on the line, like they actually need to win a battle, and eventually, they worked that much harder Steve Jobs is a “Theory X” person As Jobs once said: “Quality if much better than quantity One home run is much better than two doubles.” He chose theory X as he believes that every employee is needed to be given a clear instruction and under supervision Theory X is based on assumptions regarding the typical worker This management style assumes that the typical worker has little ambition, avoids responsibility, and is individual-goal oriented In general, Theory X style managers believe their employees are less intelligent, lazier, and work solely for a sustainable income Management believes employees’ work is based on their own self-interest Managers who believe employees operate in this manner are more likely to use rewards or punishments as motivation Due to these assumptions, Theory X concludes the typical workforce operates more efficiently under a hands-on approach to management Theory X managers believe all actions should be traceable to the individual responsible This allows the individual to receive either a direct reward or a reprimand, depending on the outcome’s positive or negative nature Steve Jobs recognized the impact of discipline and chose to focus on this first as he begins remaking Apple in 1997 Great companies are built through discipline Great achievements require discipline Jobs created an accountability system to make sure 20 everyone could their best work on what they should be doing and nothing else In meetings, Jobs create an “action list” and next to each task he would assign one “DRI” (Directly Responsible Individual) DRIs were responsible for the task and had to ensure it was accomplished This simple system ensures that every person leaves the meeting with a clear understanding of where things are headed and what they have to Marking responsibility also clarifies communication protocols Finally, it removes all room for excuses and makes everybody more productive Another example is the launch of Apple’s MobileMe web service in 2008 It was a subpar product and created an embarrassing email blackout for thousands of customers Jobs was outraged After the launch, he asked the MobileMe team: “Can anyone tell me what MobileMe is supposed to do?” After receiving a reply, he continued, “So why doesn’t it that?” But he didn’t stop there: “You’ve tarnished Apple’s reputation You should hate each other for having let each other down.” Jobs immediately named a new executive to run MobileMe, and shortly after the meeting, most of the team was disbanded Steve Jobs’ Strong and endless belief Steve Jobs believed everything that he said to a fault He had this vision of the world that he truly felt was going to come true, and when he communicated with people, they sensed how much he believed it, and that certainty made them jump on to his bandwagon John Scully is the guy who was asked to be the CEO of Apple when Steve Jobs was working there He was currently the CEO of Pepsi, and here he is, recounting the story of how Steve Jobs got him to leave his cushy gig at Pepsi “And then, he looked up at me, and just stared at me, with this stare that only Steve Jobs has, and he said, "You want to sell sugar water for the rest of your life or you want to come with me and change the world?" And I just gulped because I knew I would wonder for the rest of my life what I would have missed.” That is what fires people up But there's one way that conviction comes through very, very clearly, and it's in the choice of words that we use The truth is that Steve Jobs didn't talk in terms of possibilities, he talked in certainties He would say, "We are this." "We will release this computer by this date." He talked as if 21 things had already happened For example, when he come back to Apple, he talked about the company bouncing back, and it wasn't we will likely this, it is "We will this." Occasionally, we say exactly what we think, and we show other people exactly how we feel See if we are speaking with certainty or, actually, if we are betraying the fact that we are very uncertain ourselves This isn't something we can fake This is communicated in a thousand micro expressions, in our vocal tonality, and in our word choices So, if we want to have the conviction around something we are saying, we first need to have confidence IV Recommendations for Other Managers According to the video, it is easily seen that employee motivation plays a very important and decisional role in the company’s success The main reason why employee motivation is important is mainly because it allows management to meet the company’s goals Without a motivated workplace, companies could be placed in a very risky position Motivated employees can lead to increased productivity and allow a company to achieve higher levels of output Having understood the importance of employee motivation, many companies, especially the leaders, tend to put more attention and resources into employee motivation However, in reality, a variety of managers meet difficulties in creating motivation for their staffs Some remarkable issues that leaders often face are not aware of the diversity in their workforce and thus are not aware and clear about different ways of motivating their diverse workforce, the leaders can face challenges to understand the different needs of each people or they can meet a lot of difficulties in how to communicate effectively with their staffs and so on Therefore, through analysis which based on the video and problems that many managers face in reality, our group haves some recommendations for others mangers which can help them create more motivations on their employees First of all, a leader needs to have a clear and persuasive vision Vision can be defined as a picture in the leader's imagination that motivates and inspire people to take action in the same direction to move that company forward A vision shows where the company is headed and it is a very important thing for leaders to prepare for the 22 future and keeps them on course during rocky times or unexpected setbacks Moreover, when a leader makes it a ‘shared’ vision, it will become the most powerful way to motivate the employees When each person clearly sees the same picture of a better place in their own minds’ eye, each of them connects to it and feels that pull of motivation to achieve the goals Then the employees will find it easier to keep moving forward and move through obstacles in order to achieve the results that they expected The second one is that other managers can learn from Steve Jobs is that the leaders should inspire people around them When you are a leader, the employees will look to you to set an example for the rest of the group and setting the right example can have a meaningful effect on the mentality of the employees Therefore, if the leader always stays optimistic about everything and let go of the negative things, even in the face of enormous challenges, his employees will be likely to have more motivations to overcome all the difficulties An inspirational leader will make his employees feel like that they can everything as long as they accept to sacrifice everything Thirdly, developing conviction is also very crucial if a manager wants to motivate his employees In business, things change so quickly that there’s a great deal of uncertainty about what’s going to happen and that uncertainty will take up a lot of people's mental energy and makes them less effective at their jobs Therefore, creating an environment of certainty for everyone is very important Leaders with conviction show their employees that the future is certain and that they are all headed in the right direction Thus, his employees will absolutely be convinced that their leader’s chosen is the best course of action, everyone who follows him unconsciously absorbs this belief and the accompanying emotional state By that way, all employees will immediately focus on what needs to be done and produce higher quality work 23 Fourthly, finding or creating a rival enemy is also a good way to boost employees’ motivation in the workplace, even if the "competition" is one-sided and imaginary We can see the stories of successful entrepreneurs to understand why enemies are very important For instance, in reality, there is always an enemy in Steve Jobs’ stories; or Jack Ma, the co-founder of Alibaba Group, also said that if you want to succeed, you need friends, but in order to achieve great success, you need enemies to compete When a mortal enemy appears, employees can immediately be aware of the competition, then we have to constantly move forward to be able to fight with the enemies Thanks to the existence of enemies, we realize the importance of increasing our capacity, learn how to face with the failure, and always trying our best to successfully accomplish our work Last but not least, all managers need to understand the importance of employee recognition We take Steve Jobs as an example for this recommendation In one interview, Steve Jobs mentioned that employees had to feel valued in order to be motivated and engaged in their work Indeed, when employees know that their work is respected and valued, contributes to the success of the company and even creates things are much more valued than money, they are willing to spend more time and effort devoting to their company 24 CONCLUSION In conclusion, Steve Jobs’ motivation methods proved to be one of his unique leadership patterns that are the hallmark of a great leader The keys contributors to Steve Jobs’ outstanding presentations lie in his comprehensive vision, passionate belief, contagious enthusiasm and a wide range of striking metaphor When considering picking up Steve Jobs’ leadership style, it is crucial that junior leaders pay attention to how he inspired and recognized the people around him, developed an environment with absolute trust and camaraderie and made good use of rivalry These qualities can be regarded as the prerequisites of great and effective leadership as they provide the springboard to organizational excellence 25 REFERENCES − Management 11th edition - Stephen P Robins, Mary Coulter − MacRumors 2020 Apple Stores: Everything We Know | Macrumors Available at: https://www.macrumors.com/roundup/apple-retail-stores/> − Why Employee Motivation is Important, Available at: https://inside.6q.io/employee-motivation-important/ − ERG Theory, Wikipedia 2020, Available at: https://en.wikipedia.org/wiki/ERG_theory − Motivation, Wikipedia 2020, Available at: https://en.wikipedia.org/wiki/Motivation − Sunia Kukreja (2020), McClelland’s Theory of Needs (Power, Achievement, and Affiliation), Available at: https://www.managementstudyhq.com/ mcclellandstheory-of-needs-power-achievement-and-affiliation.html − McClelland's Human Motivation Theory, Available at: https://www.mindtools.com/pages/article/human-motivation-theory.htm − Prachi Juneja (2020), Theory X and Theory Y, Available at: https://www.managementstudyguide.com/theory-x-y-motivation.htm − Adams’ Equity Theory, Available at: https://www.mindtools.com/pages/article/newLDR_96.htm − Sarah Todd (2019), The Steve Jobs speech that made Silicon Valley obsessed with pirates, Available at: https://qz.com/1719898/steve-jobs-speech-that-made-siliconvalley-obsessed-with-pirates/ − Presentation Secrets of Steve Jobs (2019), Available at: http://www.presensatie.nl/wp-content/uploads/2014/08/Presentation-Secrets-OfSteve-Jobs.pdf 26 ... theory of Hierarchy of Needs, this method of Steve Jobs has pretty much of an impact on an employee's needs for safety His metaphor of war and battles give his employees the feeling of shudder, of. . .GROUP MEMBERS Students’ Name Student ID Bach Khanh Linh 1810150 011 Nguyen Le Chi 1 8111 50064 Bui Dai Nhat 1 7111 50047 Tran Doan Lam 1815530029 Pham Ngo... the kind of things off that he asked for were oftentimes were quite frankly, technologically infeasible and ridiculous, and very, very hard to pull off, but they managed to it because of this