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What’s the secret to building a world-changing company? According to Marc Benioff, the founder and CEO of Salesforce, it’s focus. In a revealing story about his mentorship under Steve Jobs, Benioff shares how Jobs’ unwavering focus on one product at a time shaped Salesforce’s success—and how it can shape yours too.
In this article, we’ll dive into Benioff’s unforgettable encounter with Jobs, explore why focus is the ultimate superpower, and share inspiring examples of companies that have mastered the art of prioritization.
Who is Marc Benioff?
Marc Benioff is the founder and CEO of Salesforce, the cloud-based software company that revolutionized customer relationship management (CRM). Under his leadership, Salesforce has grown into a multi-billion-dollar company and a leader in the tech industry.
Benioff’s journey has been deeply influenced by his mentorship under Steve Jobs, whose lessons on focus and simplicity have left a lasting impact.
The Day Steve Jobs Showed Benioff the iPad
In 2010, Benioff received a call from Steve Jobs:
“He calls me and says, ‘Come down here. I need to talk to you.’ I’m like, ‘What the hell, what did I do this time?’”
Benioff arrived at Jobs’ office with a few Salesforce employees in tow. Jobs then unveiled the iPad, a product that would go on to redefine personal computing.
“He brings out the iPad and he’s got two of them. He’s got the big one and the small one. And he’s like, ‘Yeah, Mark, here it is. But I don’t like the small one. I’m only going to have one size.’”
This moment wasn’t just about the iPad—it was a masterclass in focus.
The Coffee Table Rule: Jobs’ Philosophy on Focus
Jobs then shared a principle that would leave a lasting impression on Benioff:
“He lays out five or six products on his coffee table and says, ‘We will never have more products than can fit on my coffee table.’”
For Jobs, focus wasn’t just a strategy—it was a way of life.
“I’ve been focused since 2007 on the iPhone, and now I’m going to zero in and only do the iPad. One focus at a time. Remember that, Mark. That’s the way you need to run Salesforce.”
Why Focus is the Ultimate Superpower
Jobs’ coffee table rule underscores a critical truth: focus drives success.
By limiting the number of products, companies can pour their resources, creativity, and energy into creating something extraordinary.
“We only have one team here, one team. So we’re only focused on one thing at a time,” Jobs explained.
This approach allows companies to innovate deeply rather than spreading themselves thin.
Real-World Examples of Focus in Action
Let’s look at a few examples of companies that have mastered the art of focus:
Example 1: Apple (iPhone)
When Apple launched the iPhone in 2007, it wasn’t just another product—it was the only product the company was focused on at the time. This singular focus allowed Apple to create a device that revolutionized the smartphone industry.
Example 2: Tesla (Model 3)
Tesla’s focus on the Model 3—a mass-market electric vehicle—allowed the company to streamline production, reduce costs, and dominate the EV market. By concentrating on one product, Tesla was able to achieve economies of scale and deliver a game-changing vehicle.
Example 3: Netflix (Streaming)
Netflix’s decision to focus on streaming—and eventually original content—transformed the company from a DVD rental service into a global entertainment powerhouse. By prioritizing one core offering, Netflix was able to outpace competitors and redefine the industry.
How to Apply the Coffee Table Rule to Your Business
Inspired by Jobs’ philosophy? Here’s how you can apply the coffee table rule to your own ventures:
1. Limit Your Priorities
Identify your top two or three priorities and focus on them exclusively. Avoid spreading your resources too thin.
2. Say No to Distractions
Resist the temptation to chase every opportunity. Stay committed to your core focus, even when it’s hard.
3. Build a Focused Team
Create a culture where everyone is aligned around the same goals. A focused team is a powerful team.
4. Measure Progress
Regularly assess whether your efforts are aligned with your priorities. If not, make adjustments to stay on track.
The Bigger Picture: Focus Drives Extraordinary Results
Marc Benioff’s story about Steve Jobs reminds us that focus isn’t just a strategy—it’s a mindset. By concentrating on one thing at a time, you can achieve extraordinary results and create something truly remarkable.
As Jobs put it,
“We will never have more products than can fit on my coffee table.”
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