"Don't be fooled by his cool exterior, this guy wears a high-necked black sweater and jeans, like a scientist, but in fact he's all business. Steve Jobs is very good at manipulating counter-cultural imagery, with his unshakeable willpower, he won hard battles with Macs, iTunes and iPhones, and completely dominated people's tastes in computers, music and mobile phones. The 53-year-old Jobs is worshipped by all tech and design enthusiasts, and students from all the business schools in the world hope to learn something from him. Jobs' strategy is to focus on customer benefits, rather than just chasing market share."