Is recognizing that people are human: they have rational, cultural, and emotional dimensions, and they appreciate the person who creates a meaning for them to embrace. For Jobs, design was not only beauty, but creating new meanings for users.

He also offered meaning to his employees - they worked hard on visionary projects, striving to meet targets and to satisfy their leader's maniacal attention to detail, because he infused them with a sense of mission: Apple had to leave a mark in the world of computing, improve people's lives, be bold and, of course, "think different."

is scared by culture and the humanities. They are not measurable and cannot be codified in processes. They depend on the person.

Jobs showed that business and culture are not in contradiction, but rather they sustain each other. Personal culture can give you the capability to create meaning, to create visions.