Jobs: Benefit? … How About iDon’t Pack up and Leave for Mountainview

by CoyDavidson on June 9, 2011

Steve Jobs … the “Ultimate Real Estate Pitch Man”

Most of you have probably seen at least one of the various media reports regarding Apple’s proposed new corporate office campus in Cupertino California. After all, when Apple announces something it’s usually bold and big news. Most of the reports have focused on the unique shape of Apple’s proposed campus as so many have coined it as the “space ship.” Apple CEO, Steve Jobs stated in his presentation to the Cupertino City Council,”We do have a shot at building the best office building in the world.”

The Negotiator… “A Lesson in Using Leverage”

However, what I found amusing, but not necessarily surprising was Jobs ability to send the clear message to the Cupertino City Council that you will not put any roadblocks in my way or you will pay dearly and did so without appearing overly demanding. Jobs was very subtle in his approach during the presentation. However, when the Q&A portion of the presentation began, one of the city council members felt the need to ask the question, “What can the residents benefit from this new campus?”

Steve Jobs: ” Well as you know we are the largest taxpayer in Cupertino. So we would like to continue to stay here and pay taxes, that’s number one, but if we can’t we’ll have to go somewhere like Mountainview.”

You can fast forward to the 11:00 minute mark of the video to hear Job’s answer, but many of us could learn from watching the whole video and carefully observing Steve Job’s presentation skills.

Watch the master at work

He starts off by telling a warm story and then chronicles Apple’s long history in Cupertino and then proceeds to explain why he believes they need the facility and what a great campus it will be, then the Q&A session begins and he lowers the boom.


As we all know Steve Jobs passed away in October 2011. The city of Cupertino put together this video tribute in honor of this extraordinary entrepreneur. On October 15, 2013, Cupertino City Council unanimously approved Apple’s plans for the new campus after a six-hour debate. Shortly thereafter, demolition work began to prepare the site for construction.  In April 2017, Apple has began to move employees into the massive campus named “Apple Park.” As you would expect their are critics to Apple’s new spectacular campus and some employees are rumored to hate the open floor plan.

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  • Anonymous

    I agree with you Coy,
    It was like watching poetry.  What struck me was the missed opportunity.  If I was one of those councilors I would have said “what can we do to be involved and make this a community project as well as a Apple project?” 

    One of the biggest thought leaders in the world is talking to you and answering your questions and you ask him for free Wi-Fi?!?!…….you’re fired.

  • The Free Wi-Fi bit killed me. And she wouldn’t drop it. Unbelievably shortsighted.  I think that would be a cool project. I can’t wait to tour it once it’s built.

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  • What’s sad is that you have to ask bureaucrats permission to build what you want on your own property. Between that and property taxes, there are no “property rights” in America. 

    The only difference between this way of doing business and bribe payments in foreign nations is that in America, it’s codified in law, so it must be ok…

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