Steve Jobs: How I Learned from Failure

Failure is a teacher that few want to listen to — until they have no choice. In my life, I’ve faced failure in ways that most people only dread: being fired from the company I founded, watching products flop, and losing the trust of colleagues and investors. But these moments didn’t break me — they built me.

What happened when you were fired from Apple?

In 1985, I was pushed out of Apple by the very board I had trusted. It was a public humiliation, and for a while, I didn’t know who I was without Apple. But in time, I realized something: I still loved what I did. That fire hadn’t gone out. I started NeXT, a new computer company, and bought a little animation studio called Pixar. Without being fired, I never would have found those paths — and I certainly wouldn’t have helped create Toy Story, a film that changed animation forever.

Did failure change your approach to innovation?

Absolutely. After NeXT struggled to find a market and Apple teetered on the edge of collapse, I learned to focus on what mattered most: simplicity and vision. When I returned to Apple in 1997, I cut dozens of half-baked projects and focused on just a few products — the ones that would become the iMac, iPod, iPhone, and iPad. Failure taught me to trust my instincts, but also to listen more closely to the world around me.

What product failure taught you the most?

The Apple Lisa was one of our most expensive flops. It cost a fortune to build, and even more to buy. But it taught us that power means nothing if it’s not accessible. That lesson led directly to the Macintosh — a machine that brought graphical computing to the masses. The Lisa wasn’t a waste; it was a stepping stone.

How did you deal with public failure?

When Apple was struggling in the 1990s, everyone had an opinion. The press wrote me off. Competitors gloated. But I stopped reading the headlines. You can’t let others define your journey. I focused on rebuilding the company from the inside out. When we launched the “Think Different” campaign, we weren’t just selling products — we were reclaiming our soul.

What would you say to someone afraid of failing?

I’d say this: The only way to do great work is to love what you do. And if you haven’t found it yet, keep looking. Don’t settle. Don’t fear failure — embrace it as part of the process. Every time I failed, I learned something new. That knowledge became the fuel for what came next.

If you'd like to explore more of my journey — the highs, the lows, and everything in between — you can talk to me on HoloDream.