When Larry told me during acquisition that Google would marshal the team and align their priorities with ours, he was 100 percent telling the truth. But what that looked like at Google was giving the team the skeleton of a plan and letting them fill in the rest as they went. Then theyâd have a meeting every so often to ask how things were going.
But I had interpreted his words through an Apple lens. If Steve Jobs said he was going to marshal the team, that meant he was going to be there every step of the wayâweekly, sometimes daily. Heâd assemble everyone, tell them where to go, make sure they were marching together, and drag any stragglers back in place by sheer force of will.
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I spent nine years at Apple. Itâs the place where I finally grew up. I wasnât just managing a team anymore. I was leading hundreds, thousands of people. It was a profound shift in my career and in who I was. After a decade of failure, I finally made somethingâactually two thingsâthat people actually wanted. I finally got it right.
But it didnât feel like success at first. Or even in the end. It was still work, every step of the way.
One reason we managed to put together an outstanding team to create the iPod was that our team could get relatively outsized stock and bonus plans that they couldnât get anywhere else at Apple. The other important reason was that we had Steve Jobs fully behind us. Those two things allowed us to recruit amazing peopleâeven though we couldnât tell them what theyâd be working on before they signed onâand survive the internal antibodies. Steve
gave our tiny team an unfair advantageâgave us air cover and dropped bombs if anyone messed with us. There were times when the internal antibodies at Apple tried to expel us from the organizationâweâd constantly hear âWe have other priorities, weâll help you if we have time.â Or âWhy are we doing this projectâitâs not core to our business.â But as long as our team was making reasonable (or unreasonable but important) requests, the teams who were stalling us would get a call from Steve. âIf theyâre asking for something, then give it to them for Christâs sake! This is very important for the company!
The Google teams with whom weâd planned to integrate and codevelop technologies and products were reluctant to work with us. They kept asking their execs for more details to figure out if they really had to help us at the expense of their own projects. Why? Why? Why do we have to help a team that isnât Google? Over the subsequent months, every time we had to clarify yet again for customers that Nest was separate from Google, our internal reputation took another hit.
I should have remembered what it was like at Apple during the very first months when we started building the iPod. It just didnât occur to meâNest was so much bigger and more established than my tiny iPod team, I thought this was a completely different situation. But it was exactly the same. Back then Appleâs executive antibodies saw us coming to take their time and draw away their resources, so they tried to block our way and ignore our requests.
Thatâs when Steve Jobs gave us air cover, dropped bombs on the teams who were slowing us down, forced the issue, yelled sometimes to make sure we got what we needed. Steve Jobs fighting for us was ultimately what allowed us to succeed.
Google Ventures, now known as GV, was an investor. They knew our financials and had always been extremely supportive, so I wasnât worried about the number. I was worried about which teams weâd work with, what technology weâd share, what products weâd build. Nest wasnât joining Google for the moneyâwe were joining to accelerate our mission. So it was always mission first, money second.
Together with Google, we went through every single functionâmarketing, PR, HR, sales, every part of the company. We established where we could create synergies and where we couldnât, figured out which managers would be assigned to us, how we would do the hiring, which perks people would get, which salaries they could expect, which teams would be working together closely, and how those relationships would be established.
It took a lot of time. In fact I was starting to get a lot of eye rolls. âReally, Tony? You want to get into the details of this now?â Yes, yes, I do. Itâs important.
And it wasâcritically important and usually overlooked.
Most acquisitions are driven and overseen by bankers, and bankers only make the real money if the deal goes through, so theyâre motivated to move fast and get paid. They donât care about getting every detail of what happens to employees right. They donât really care about cultural fit. Not deeply.
Plenty of people warned me that the worst thing I could do was let Steve into the company, that he would bully me and everyone else. I always said the same thing: âHow can Steve Jobs coming into our company not be a good thing? Even if it comes at my expense? Who wouldnât want Steve Jobs to have influence over how a company is run?â I wasnât worried about how he would act, and I was confident that if he did do something that was out of line, I could call him out on it. He was quick to judge people, and when he criticized, it was often quite harsh. That said, he came to all the board meetings and actively participated, giving the kind of objective criticism youâd expect from any board member. He rarely created trouble for me. Not never but rarely.