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Steve Jobs, known for his sharp insights on leadership and innovation, wasn’t one to mince words when it came to consultants. While he acknowledged the value of those who help sell products, he believed that most consultants lack the depth of experience necessary to truly understand a business. Jobs stressed that it’s one thing to give advice, but it’s entirely different to actually implement it and take responsibility for the outcome.
Photo: Apple
Owning the Process Is Key to Learning
According to Jobs, the most significant lessons come from owning something over an extended period. Whether you're building a product or leading a team, taking responsibility for your decisions and following through is crucial. When you own a process, you’re not just offering recommendations and walking away—you’re there to see the results, learn from mistakes, and improve. This experience, which he calls "accumulating scar tissue," is what allows you to grow.
Jobs believed that merely consulting and giving advice offers a “thin” perspective. Sure, you get a high-level view of many companies, but without actually being involved in the nitty-gritty of execution, it’s like seeing a two-dimensional picture of a banana—it’s accurate, but you never really get the full experience.
The Importance of "Three-Dimensional" Experience
For Jobs, real learning comes from deep, hands-on involvement in a project. Comparing it to tasting fruit, he pointed out that while consultants might have a wide range of experiences across different industries, without true ownership, it’s like never actually tasting the fruit you’re advising on. You can talk about the industry, show off your portfolio of projects, but you don’t have the same understanding as someone who has been in the trenches.
Examples of Real Ownership in Business
A lesser-known example that reflects Jobs' philosophy is David Cancel, founder of Drift, a conversational marketing platform. Cancel isn’t just a founder—he’s been deeply involved in multiple companies, from HubSpot to Performable, taking his insights from owning products and seeing them through from concept to success. He didn’t just consult and walk away; he built and learned from each iteration, making his next venture even better.
Another example is Melanie Perkins, co-founder of Canva. Early on, she had no experience in tech or design software, but through grit and full ownership of the project, she helped turn Canva into a billion-dollar business. Her lessons didn’t come from outside consultants—they came from diving in, failing, and iterating.
Why Steve’s Approach Still Resonates
Jobs’ view on consultants holds up in today’s business world, where hands-on experience often beats theoretical advice. It’s easy to suggest ideas from the sidelines, but the true value comes from rolling up your sleeves and being part of the process, tasting the successes and the failures firsthand. That’s how you turn a two-dimensional picture into a fully realized, three-dimensional experience.
Listen to Steve Jobs:
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