Now back to Steve Jobs. Few will deny that Jobs had idealized influence, the first factor of transformational leadership often referred to as charisma. Former president of PepsiCo, John Sculley, admitted in his interview in BBC's 2011 documentary on Jobs that to this day he's not entirely sure how jobs convinced him to leave his secure senior executive job at PepsiCo. Scully just knew that he wanted to join Jobs. Jobs' charisma is what helped him market the first Apple computer. Along with idealized influence, Jobs also exhibited the second factor of transformational leadership, inspirational motivation. He was often heard saying that he wanted to change the world (BBC, 2011). Who wouldn't find inspiration in that statement? According to Northouse 2013, leaders focus follower efforts to "achieve more than they would in their own self-interest" through inspirational motivation (p. 192). Jobs was an inspirational motivator in all of the companies he owned and to the industry in general. The third factor of transformational leadership, intellectual stimulation or creativity and innovation - Jobs had those characteristics too. It's true that he didn't build the first Apple computer and wasn't innovative as much in the hands-on technical sense. However he seemed to know what the public needed well before the public knew what it needed, and so he was always ahead of the game taking inventions and innovations that he experienced and applying them to personal computing and media in a way that no one ever imagined was possible.