Steve Jobs and the Seven Rules of Success

Steve Jobs' impact on your life cannot be overestimated. His innovations have likely touched nearly every aspect -- computers, movies, music and mobile. As a communications coach, I learned from Jobs that a presentation can, indeed, inspire. For entrepreneurs, Jobs' greatest legacy is the set of principles that drove his success.

1. Do what you love. Jobs once said, "People with passion can change the world for the better." Asked about the advice he would offer would-be entrepreneurs, he said, "I'd get a job as a busboy or something until I figured out what I was really passionate about." That's how much it meant to him. Passion is everything.

2. Put a dent in the universe. Jobs believed in the power of vision. He once asked then-Pepsi President, John Sculley, "Do you want to spend your life selling sugar water or do you want to change the world?" Don't lose sight of the big vision.

Related: Steve Jobs' Surprising First Business Venture

3. Make connections. Jobs once said creativity is connecting things. He meant that people with a broad set of life experiences can often see things that others miss. He took calligraphy classes that didn't have any practical use in his life -- until he built the Macintosh. Jobs traveled to India and Asia. He studied design and hospitality. Don't live in a bubble. Connect ideas from different fields.

4. Say no to 1,000 things. Jobs was as proud of what Apple chose not to do as he was of what Apple did. When he returned in Apple in 1997, he took a company with 350 products and reduced them to 10 products in a two-year period. Why? So he could put the "A-Team" on each product. What are you saying "no" to? 

5. Create insanely different experiences. Jobs also sought innovation in the customer-service experience. When he first came up with the concept for the Apple Stores, he said they would be different because instead of just moving boxes, the stores would enrich lives. Everything about the experience you have when you walk into an Apple store is intended to enrich your life and to create an emotional connection between you and the Apple brand. What are you doing to enrich the lives of your customers?

6. Master the message. You can have the greatest idea in the world, but if you can't communicate your ideas, it doesn't matter. Jobs was the world's greatest corporate storyteller. Instead of simply delivering a presentation like most people do, he informed, he educated, he inspired and he entertained, all in one presentation.

7. Sell dreams, not products. Jobs captured our imagination because he really understood his customer. He knew that tablets would not capture our imaginations if they were too complicated. The result? One button on the front of an iPad. It's so simple, a 2-year-old can use it. Your customers don't care about your product. They care about themselves, their hopes, their ambitions. Jobs taught us that if you help your customers reach their dreams, you'll win them over.

There's one story that I think sums up Jobs' career at Apple. An executive who had the job of reinventing the Disney Store once called up Jobs and asked for advice. His counsel? Dream bigger. I think that's the best advice he could leave us with. See genius in your craziness, believe in yourself, believe in your vision, and be constantly prepared to defend those ideas.

5 Things a Small Business Absolutely Must Do on Facebook

1. Understand who your own customers are on Facebook. He recommends using Facebook's own advertising tool (www.facebook.com/advertising), begin to set up an ad, and search for conversations about your company under "specific interests." Then look for "estimated reach" to see how big a group this is.

2. See where interested people are congregating on Facebook as a follow-up. To do this, type in your company name in the search book and, instead of hitting "return," click on the magnifying glass. This gives you lots of information about where you're being mentioned.

3. Act on that data. A couple ways to do this are (a) to jump into conversations about your company. Identify yourself as representing the company and field questions, etc. Or (b) begin to use Facebook ads that specifically target people who mention your company.

4. Find customers interested in your individual products or services, or the category. You can search by brand name to find people who are interested in your competitors. Or you can look for people about whom you could reasonably infer are interested in your products or services.

5. Work to get "Likes." Create a reason for people to "Like" you by creating something of value within your Facebook page to offer to people who "Like" you.