Athena Hortis @ahortis - Twitter Profile

about 2 months ago

This is garbage…. My family is not noise….. signal us just stuff…. Flip what you pay attention to….. NOT Signal ……. The meaningful things in life are not noise……. Signal is just stuff. Use things and love people NOT love things and use people!

Yasmine Khosrowshahi

@yasminekho

about 2 months ago

Steve Jobs once told a room full of people: "I don't give a F**k what the students want, the parents think, or anybody thinks. It's what I want. They don't know what they want till I tell them what they want." Kevin looked Jobs in to the eye and said: "Steve, you sound like such an a**hole." Jobs did not flinch. "Are you making money with me? Have we not been wildly successful? Then shut up and do what I say." That was Steve Jobs. Not a nice guy. Not even a little. But here is what that man learned from working with him. And it is the only success formula that actually holds up. Kevin worked for Steve Jobs in the early 1990s, building educational software. One day he walked into a meeting and told Jobs they needed to do market research on Oregon Trail. A massive title. Running in 110,000 school buildings across the country. An update would cost 12 to 15 million dollars. He wanted to know what students wanted. What teachers wanted. What parents wanted. Jobs stopped him cold. He did not want surveys. Did not want focus groups. Did not want to know what anybody thought. Because in his mind, none of that mattered. What mattered was signal. Here is the concept Jobs understood that almost nobody else did. Every person alive is swimming in two things at all times. Signal. And noise. Signal is the three to five things that absolutely must get done today. Not next week. Not next month. Not someday. Today. The things that if done, move everything forward. The things your mission cannot survive without. Noise is everything else. The unnecessary meeting. The email that can wait. The social media scroll. The small talk. The market research nobody asked for. The decisions that feel urgent but are not. Everything that fills your hours without filling your purpose. Jobs ran at 80% signal, 20% noise. Every single day. Kevin knew this because Jobs would email him at 2:30 in the morning and expect a response. Not because he was unreasonable. Because for Jobs, 2:30 in the morning was still signal hours. He was still working. Still moving. Still locked in. The 18 hours he was awake were 18 hours of signal. Kevin says the only person he has ever seen operate at a higher ratio than Jobs is Elon Musk. Musk has almost no noise. Sixty seconds of every minute. Sixty minutes of every hour. Every waking hour pointed at whatever the signal is that day. And the results, like Jobs, speak for themselves. Jeff Bezos had his own version of this. He would not make a single decision after 1pm. Not because he was lazy. Because he understood that by afternoon, the noise had accumulated enough to cloud his judgment. His signal hours were in the morning. So that is when he decided things. And he protected those hours like they were sacred. Because they were. Here is the uncomfortable truth buried inside all of this. Noise is not always bad things. Sometimes noise is your family. Sometimes it is a friend calling to catch up. Sometimes it is a guitar sitting in the corner of the room. Sometimes it is rest. The people running at 100% signal, Jobs, Musk, the geniuses of history, paid a real price for it socially. Relationships suffered. Normal life suffered. Warmth suffered. Jobs himself was famously difficult to be around. But here is the question worth sitting with: Most people are not choosing between 100% signal and a balanced life. Most people are choosing between 30% signal and 70% noise. They are not sacrificing family time for focus. They are sacrificing focus for nothing. For scrolling. For distraction. For busy work that feels productive but produces nothing. That is the real problem. Kevin now tells every CEO he works with the same thing. It does not matter if you run an S&P 500 company or you are three weeks into your first business. The formula is the same. Identify the three to five things that must get done today. Not tomorrow. Not eventually. Today. Then protect those things with everything you have. If you can spend 80% of your waking hours on signal, you are operating at the level of the most successful people who have ever lived. If you drop to 50/50, signal and noise in equal measure, you will fail. It is, Kevin says, that simple. Jobs was not successful because he was a genius. He was not successful because he was charismatic or visionary or ahead of his time, though he was all of those things. He was successful because when he woke up every morning, he knew exactly what mattered. And he refused, sometimes rudely, sometimes brutally, sometimes at the cost of every relationship in the room, to let anything else in. Most people spend their whole lives reacting to noise and calling it work.

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ahortis retweeted

Yasmine Khosrowshahi

@yasminekho

about 2 months ago

Steve Jobs once told a room full of people: "I don't give a F**k what the students want, the parents think, or anybody thinks. It's what I want. They don't know what they want till I tell them what they want." Kevin looked Jobs in to the eye and said: "Steve, you sound like such an a**hole." Jobs did not flinch. "Are you making money with me? Have we not been wildly successful? Then shut up and do what I say." That was Steve Jobs. Not a nice guy. Not even a little. But here is what that man learned from working with him. And it is the only success formula that actually holds up. Kevin worked for Steve Jobs in the early 1990s, building educational software. One day he walked into a meeting and told Jobs they needed to do market research on Oregon Trail. A massive title. Running in 110,000 school buildings across the country. An update would cost 12 to 15 million dollars. He wanted to know what students wanted. What teachers wanted. What parents wanted. Jobs stopped him cold. He did not want surveys. Did not want focus groups. Did not want to know what anybody thought. Because in his mind, none of that mattered. What mattered was signal. Here is the concept Jobs understood that almost nobody else did. Every person alive is swimming in two things at all times. Signal. And noise. Signal is the three to five things that absolutely must get done today. Not next week. Not next month. Not someday. Today. The things that if done, move everything forward. The things your mission cannot survive without. Noise is everything else. The unnecessary meeting. The email that can wait. The social media scroll. The small talk. The market research nobody asked for. The decisions that feel urgent but are not. Everything that fills your hours without filling your purpose. Jobs ran at 80% signal, 20% noise. Every single day. Kevin knew this because Jobs would email him at 2:30 in the morning and expect a response. Not because he was unreasonable. Because for Jobs, 2:30 in the morning was still signal hours. He was still working. Still moving. Still locked in. The 18 hours he was awake were 18 hours of signal. Kevin says the only person he has ever seen operate at a higher ratio than Jobs is Elon Musk. Musk has almost no noise. Sixty seconds of every minute. Sixty minutes of every hour. Every waking hour pointed at whatever the signal is that day. And the results, like Jobs, speak for themselves. Jeff Bezos had his own version of this. He would not make a single decision after 1pm. Not because he was lazy. Because he understood that by afternoon, the noise had accumulated enough to cloud his judgment. His signal hours were in the morning. So that is when he decided things. And he protected those hours like they were sacred. Because they were. Here is the uncomfortable truth buried inside all of this. Noise is not always bad things. Sometimes noise is your family. Sometimes it is a friend calling to catch up. Sometimes it is a guitar sitting in the corner of the room. Sometimes it is rest. The people running at 100% signal, Jobs, Musk, the geniuses of history, paid a real price for it socially. Relationships suffered. Normal life suffered. Warmth suffered. Jobs himself was famously difficult to be around. But here is the question worth sitting with: Most people are not choosing between 100% signal and a balanced life. Most people are choosing between 30% signal and 70% noise. They are not sacrificing family time for focus. They are sacrificing focus for nothing. For scrolling. For distraction. For busy work that feels productive but produces nothing. That is the real problem. Kevin now tells every CEO he works with the same thing. It does not matter if you run an S&P 500 company or you are three weeks into your first business. The formula is the same. Identify the three to five things that must get done today. Not tomorrow. Not eventually. Today. Then protect those things with everything you have. If you can spend 80% of your waking hours on signal, you are operating at the level of the most successful people who have ever lived. If you drop to 50/50, signal and noise in equal measure, you will fail. It is, Kevin says, that simple. Jobs was not successful because he was a genius. He was not successful because he was charismatic or visionary or ahead of his time, though he was all of those things. He was successful because when he woke up every morning, he knew exactly what mattered. And he refused, sometimes rudely, sometimes brutally, sometimes at the cost of every relationship in the room, to let anything else in. Most people spend their whole lives reacting to noise and calling it work.

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Athena Hortis

@ahortis

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