Counter-Cultural Ideologies versus Capitalism ( California 1972 - 1976) Mapping Steve Jobs

Counter - cultural Ideologies versus

Capitalism California 1972 - 1976

Mapping Steve Jobs through the

Hippy Maze

Vlad

Dumitru

Unit

12

A RCT-10 6 0 - M 01-2 019 -2 0

A rc h itect u ra l T h e s i s

(A RCT-10 6 0 - M 01-2 019 -2 0 -13 0)

Aca d e m i c yea r: 2 019 - 2 0 2 0

Pe r s o n a l Tuto r:

N i c ho l a s B oya r s k y

U n i ve r s it y of Gre e nw i c h S c hoo l of D e s i g n Fa cu lt y of L i b e ra l A r t s & S c i e n ce s

0 0. User Guid e: Ac k nowled gement s

Throug hout the writing of thi s thes i s I have received a g reat a mou nt of s u p por t a nd a s s i s ta nce.

I would like to expres s my s incere gratitude to Nichola s B o y a r s k y, m y t h e s i s s u p e r v i s o r, f o r h i s p a t i e n t g u i d a n c e , helpful critiques a nd enthu s ia stic encouragement of t h i s r e s e a r c h w o r k t h r o u g h o u t t h e y e a r.

I would al so like to thank Rahes h Ram for hi s advice a nd a s s i s ta nce i n keep i ng my p rog res s on s ched u l e.

My grateful tha nks a re a l so ex tended to Freddie Heaf for hi s enthu s ia s m and willingnes s to s hare hi s time so g e n e r o u s l y, i t h a s b e e n v e r y m u c h a p p r e c i a t e d .

I a m pa r ticula rly grateful for the a s s i sta nce given by

Oana

comments,

Amaricai.

Yo u r

great

recommendations

advice,

and

you r

thought ful ef for ts

in

helping with proofreading the work a re whole - hea r tedly appreciated.

I would al so like to ex tend my thanks to the entire BUJ

Architect s Of fice for their help in of fering me the

resources a nd flexib ilit y in ma naging my coursework.

F i n a l l y, I w i s h t o t h a n k m y f r i e n d s a n d c o l l e a g u e s : Jo s e p h Goo d w i n a n d Ro b i n Ph i l p ot t, fo r t h e i r s u p p o r t a n d e n c o u r a g e m e n t t h r o u g h o u t m y s t u d y.

Contents:

0 0C. User Guid e:

Cont ent s:

C

Cont ent s: A rc h i t e c tu ral T h e s is :

A

0 0 . User Guide

Arc hit ec t ural Thesis:

A

04 . All One Far m

Ove r v i e w

07

Co mmu n a l Liv in g

32

S truc t ure

08

Co mmu n a l E t h o s

33

Th esi s F or m a n d P re se n t a t i on

09

F r ie dla n d’ s Co r r u p t io n

34

R ea d i n g L i st

09

N o n - c o n f o r mis m a n d A u t h o r it y

36

0 1 . Introduction

05 . Atari Night Shif t

Gene si s

10

P e r mis s iv e c o n f o r mis m

42

Befo re t h e A p p l e

11

N e g o t ia t in g ide o lo g ic a l p o s it io n

43

0 2 . Parent’s House, Califor nia

06 . The Garage

Pater n a l A ut h or i t y

16

T h e H o me bre w Co mpu t e r Clu b

48

S ubur b a n H a c k i n g

17

T h e R e le a s e o f A p ple 1

49

0 3 . Reed College, Portland

07 . Conclusion

”tur n on , t un e i n , d rop out ”

24

P a ra dis e Lo s t

50

8 yea r s a f t e r F ur t h ur

25

T h e n e x t A pple p ro du c t

51

Robert Friedland

26

07 .

B ib lio g ra ph y

52

0 0 . User Guid e:

S t e v e J o bs

Overview

Peter Conrad

The Apple is inocent until proven guilty.

He always wanted to be enlightened O H W O W. O H W O W. O H W O W He would back down if the people he respected asked him to

Lunor Classic Rund in Antique Silver

Became a vegan for a nicer body odor

H e d i d n ' t l i k e fi r i n g p e o p l e e s p e c i a l l y a ft e r h e h a d k i d s

O n e o f h i s fi r s t j o b s w a s i n a n A p p l e o r chard

Issey Miyake He turned down a liver transplant from Tim Cook

He attempted to treat his pancreatic cancer with alternative medicine

100x

Always writing emails

“ We a r e g o i n g t o t o u c h t h i s . ”

Levi’s 501 Jeans

H i s b a r e f o o t h a b i t i s t h a t h e i s d i ff e r e n t and that he is not stuck in the system like others

New Balance 992

Put his foot down Obsessed with quality and paying attention to minute details

0 0 . User Guid e: Overview The thes i s wa s developed a s a guide throug h S teve Jobs’ f o r m a t i v e y e a r s . I t w i l l g o p a s t I s a a c s o n’s b i o g r a p h y a n d t h e i m m a c u l a t e , s t r a i g h t f o r w a r d “c r e a t i o n m y t h” pus hed by hi s book.

The primar y focu s i s to explore Jobs’ pos ition within the fra mework defined by a ver y s pecific set of cultura l, a rchitectura l a nd technologica l influences.

T he We s t Coa s t of t he U n ited S ta te s of A m e ri ca d u ri n g the S ix ties a nd Seventies wa s a n exceptionally dynamic c u l t u r a l e n v i r o n m e n t. T h e t h e s i s w i l l l o o k i n t o J o b s ’ place within the hippie movement a nd hi s interaction s with the works of the ti me. Job s wa s expo s ed to the w o r k s o f T i m o t h y L e a r y a n d K e n K e s e y, t o t h e t e a c h i n g s o f R i c h a r d A l p e r t ( R a m D a s s) a n d t o t h e e x p l o i t s o f Rober t

Friedland.

The

thesis

will

reveal

surprising

connections bet ween the notions I saacson confirm s a s influences a nd the ones he omit s or avoid s.

As

a

child

of

his

time,

S teve

Jobs

joined

hippie

communes , he li stened to the mu s ic and he read the writing s of the people who were at the forefront o f t h e m o v e m e n t. H e w o u l d g r o w w e a r y o f h e a r i n g about geopolitical interests and he would learn to d i s t r u s t , q u e s t i o n a n d b y p a s s a u t h o r i t y. H i s i n f l u e n c e s c o m p l e m e n t a n d c o n t r a d i c t o n e a n o t h e r, h e h a d t o choo s e w hat to fo l low a nd w hat to i g nore. T he thes i s will ma p thes e choices a s they pres ented them s elves to Jobs.

At a more genera l level, the thes i s will look at how thes e infl uences developed, where they orig inated a nd what wa s the cu ltu ra l loa d that they conveyed.

Some of

thes e ideolog ies fol lowed a conti nuou s feedback cycle encapsulating the entiret y of the countr y and unif ying t h e Ea s t Coa s t a n d t h e We s t Coa s t, Ea s te r n s p i r it u a l it y a nd Wes te rn co n s u m e ri s m.

F r o m P a l o A l t o t o N e w Yo r k , f r o m t h e B l u e B o x t o A p p l e 1,

from

nonconformist

teenager

to

capitali st

icon,

J o b s ’ f o r m a t i v e j o u r n e y, a s d e s c r i b e d i n t h i s p a p e r, w i l l uncover the pivota l idea s that s pa rked a nd triggered the creation of Ap p l e.

Jobs will dif ferentiate him s elf from hi s mentors a nd competitors.

07

0 0 . User Guid e: S t ruc t ure The

thesis

describes

the

interrelation

bet ween

an

i n d i v i d u a l - S t e v e P a u l J o b s - a n d h i s c u l t u r a l c o n t e x t.

It will exa m ine five location s in chronologica l order a s wel l a s the cou nter- cu ltu re that wa s g enerated i n thes e five s paces and its impact on the individual.

The first cha pter s er ves a s a n introduction a nd it will explore the cultura l make - up of post-W W2 USA a nd the emergence of the Beat movement a s a res ponse to e n f o r c e d s o c i a l c o n f o r m i t y.

The reader will follow a centra l na rrative strea m which will

s how

how

the

cultura l

influences

of

the

time

impacted a nd cha nged, s uppor ted or contradicted Jobs’ conduct and thinking.

Each chapter star ts with a presentation and a map of what S teve will have read, li stened to, ta sted and experienced in the res pective location: the media, the psychedel ic s a nd ha l l uci nogen s , the voice ra i s i ng awarenes s the

to

tragedies

governmental and

the

policies,

the

break throug hs

protest s ,

(s o c i a l

or

technolog ica l).

Then

each

influence

will

be

discussed

in

some

detail regarding its origin, and its cau se - and - ef fect relation s h i p s; a l so, it wi l l be co lou r- cod ed th rou g hout t h e t e x t. T h e r e a d e r c a n l e a r n a b o u t t h e s e i d e a s a n d they ca n tra ce how they af fected the ma i n na rrative.

In addition, maps will s how Jobs’ pos ition in time and s pace a nd the releva nt idea s with which he would have come into contact at that par ticular time and place Each chapter will conclude with the understanding of w h a t e f f e c t J o b s ’ i n t e r a c t i o n w i t h a g i v e n l o c a t i o n’s c u l t u r e h a d o n h i s e x p e r i e n c e a n d s u b s e q u e n t c o n d u c t.

Jobs

formative

experiences

(C h a p t e r s

2

to

6)

will

culminate with the creation of Apple and the launch o f A p p l e 1.

T he f i na l cha pter wi l l s pecu late on how cu rrent cou ntercultura l notion s inform individua li st conduct s a nd how future

technologies

and

a rchitectures

a round thes e principles.

08

will

develop

0 0 . User Guid e: T h e s is F o r m and Present at ion The format i s mea nt to m irror the ontologica l di scover y p r o c e s s u n d e r w e n t b y J o b s a s d e s c r i b e d b y t h e a u t h o r.

The

work

is

suppor ted

by

investigative

mapping

exerci s es exploring hidden connection s a nd drawing conclusions

based

on

testimonial,

d o c u m e n t a r y,

a na logica l, circum sta ntia l a nd direct data.

The Thes i s i s presented a s an es say ba sed on the investigative

resea rch

info - gra phic

illu strating

work the

suppor ted i n d i v i d u a l ’s

by

the

cha racter

development sequence a nd the releva nt ideologica l connections.

Es s a y - i nve s t i g a t i ve re s e a rc h wo r k : Com piles a la rge s pectrum of evidence from t h e l i t e r a t u r e o f 6 0 ’s a n d 7 0 ’s c o u n t e r - c u l t u r a l prom inent

figures

developmental

and

proces s

gurus. that

It

describes

challenges

a

the

idealized, my thical vi s ion pu s hed by mainstream b iogra phies.

Info - gra ph: Expands

and

illu strates

the

interaction

and

ideological exchange bet ween individual and c u l t u r e , b e t w e e n J o b s a n d t h e h i p p i e m o v e m e n t.

R ead ing List •

L e a r y, T. ( 1 9 6 5 ) . Tur n on , t u n e in , dro p o u t. B e r ke le y , Ca lif o r n ia ’

•

C ur l , J oh n ( 2 0 0 7 ) . M e m o r ie s o f D ro p Cit y , T h e F ir s t H ippie Co mmu n e o f t h e 1 9 6 0 s a n d t h e Sum m e r o f Lo v e ;

•

Wol f e Tom . ( 1 9 6 7 ) . T h e E le c t r ic Ko o l- A id A c id Te s t. N e w Yo r k;

•

I sa a c son , W. ( 2 0 1 1 ) . St e v e J o b s ;

•

R a b b i t , P e t e r ( 1 9 7 1 ) . D ro p Cit y ;

•

Bra n d , St e w a r t , ( 1 9 6 8 ) , W h o le E a r t h Ca t a lo g 1 9 6 8 ;

•

Ba e r, St e v e ( 1 9 7 0 ) D om e Co o kbo o k , La ma F o u n da t io n ;

•

S a d l e r, Si m on ( 2 0 1 2 ) . D i ag ra ms o f Co u n t e rc u lt u ra l A rc h it e c t u re ;

•

Mc G ui r k , J ust i n ; Mc G e t r i c k, B re n da n . ( 2 0 1 7 ) Ca lif o r n ia , D e s ig n in g F re e do m;

09

C h ap t er 01 - I nt rod uc t ion Genesis “ T h e a p p l e i s i n n oc e n t u n t il p ro v e n g u ilt y” -

Pe t e r C onrad.

F rom 1 9 7 6 t o 2 0 2 0 t h e A pple bra n d, like ma n y o t h e r S ilic o n Va l l e y e n t e r p r i se s, e x p a n de d it s re a c h t h ro u g h a ll c u lt u ra l sp h e re s. I d e ol ogi c a l de b a t e p ro v e s t h a t , f o r be t t e r o r f o r w or se , t h e a p p l e l o s t it s in n o c e n c e .

F rom re l i g i ous sym b o lis m t o it s e n c h a n t e d pre s e n c e in f a ir y t a l e s a n d m yt h s, t h e a p ple a lwa y s p ro mis e s a n ill- f a t e d n e g ot i a t i on . F rom A da m a n d E v e ’ s do wn f a ll in e x c h a n g e f or a n on t ol og i c al p o s it io n , f ro m S n o w W h it e ’ s de a t h in e xc h a n g e f or t h e p ro mis e d p r in c e , f ro m Tu r in g ’ s de a t h i n e xc h a n g e f or e s c a pin g t h e g o v e r n me n t ’ s p e r s e c u t io n , t h e a p p l e ’ s p re se nc e s p e a ks o f de s ire , s a c r if ic e , lo s s a n d re w a rd .

I n t h e b e gi n n i n g , t h e a p ple wa s s u ppo s e d t o b e t h e v e h i c l e of l i b e ra t io n , t o c a r r y t h e Co mmu n a l E t h o s, t o b e t h e t ool t o h e lp o n e g e t b a c k t o t h e la n d s t o le n by c on f or m i t y a n d a u t h o r it y.

Burd e n e d w i t h d o g ma t ic n u a n c e s , o u r pe rc e pt io n o f t h e a p p l e i s c h a l l e n g e d by it s ide o lo g ic a l a mbiv a le n c e , by t h e i n d ust r i a l p ra c t ic e s re la t e d t o it a n d by it s o wn h is t o r y.

I n t h e A d a m i c m y t h , t h e a p ple pro mis e d a c h a lle n g in g p e r son a l l i b e ra t i o n . I n mo de r n da y my t h o lo g y , A p ple p rom i se s sa f e t y, se c u r it y a n d in c re me n t a l in n o v a t io n .

T h e a p p l e i s n ow c r it ic is e d f o r t u r n in g it s ba c k o n t h e v a l ue s t h a t l e d t o it s c re a t io n , b u t wa s n ’ t t h is a lwa y s t h e c a se ? I s n ot t h e i n div idu a l b e h in d t h e bra n d a p ro du c t i n i t se l f ? I s n ot S t e v e J o b s , h ims e lf, a p ro du c t o f t h e C a l i f or n i a n e n v i ro n me n t a n d it s t ie s t o c o u n t e r - c u lt u re a n d c a p i t a l i sm ?

Wor k i n g d i re c t l y f o r A pple , F o x c o n n , t h e mu lt in a t io n a l e l e c t ron i c s c on t rac t ma n u f a c t u re r, is h e a v ily c r it ic is e d f o r d r i v i n g i t s e m p l oyee s t o s u ic ide . A re t h e re p re c e de n t s o f e xp l oi t a t i on i n J obs’ u p br in g in g ? T h e f a c t o r y in Z h e n g z h o u , C h i n a i s a p ol a r op po s it e t o t h e c o mmu n e t h a t J o bs wa s a p a r t of or t h ose t h at h e kn e w o f . T h e s e c o mmu n e s f o llo we d a sust a i n a b l e m ode l o f c e n t r in g t h e ir liv in g a ro u n d t h e p rod uc t s t h a t w e re ma de o r g ro wn t h e re , in o rde r f o r t h e c om m un i t i e s t o b e a ble t o s u ppo r t t h e ms e lv e s . F o x c o n n f ol l ow s a si m i l a r o rg a n iz a t io n bu t t h e ir pra c t ic e s a re d e f i n i t e l y p rof i t -d r iv e n . W h a t ide o lo g ic a l in f lu e n c e s le d J ob s t o b e i n a c c o rd wit h t h e a u t h o r it a r ia n e x plo it a t io n h e w a s on c e t r yi n g t o e s c a pe f ro m?

10

C h ap t er 01 - I nt rod uc t ion B e fore t he Apple F oxc o n n i s d e f i n e d by t h e m o n oto ny o f p ro d u c t a s s e m b l y l i n e s , t h e te d i o u s d r u d g e r y o f re p et i t i ve ta s k s o n a s et schedule

and

the

wo r ke r s’

g ove r n m e n ta l l y

imposed

p a r t i c i p a t i o n i n f a c to r i e s b u i l t by d i s p l a c e d f a r m e r s a n d c o a l m i n e r s . F oxc o n n re l i e s h e a v i l y o n a u t h o r i ta r i a n s u p p o r t a n d i n c e nt i ve s w h i l e t h e h i p p i e c o m m u n e s J o bs i n te ra c te d w i t h we re d e s i g n e d a s p rote s t s a g a i n s t t h e a fo re m e nt i o n e d c o n fo r m i t y. T h ey wo u l d h a ve s h e l te re d the

a n t i - c a p i ta l i s t

nonconformi st

ideas

that

wo u l d

eve n t u a l l y c re a te t h e e nv i ro n m e n t f o r J o bs to o p e ra te i n .

The

d i s c re p a n c y

b et we e n

g ove r n m e n t

re l i a n c e

and

a n t i - e s ta b l i s h m e nt u p h e a va l h a s i t s ro ot s i n t h e p o s t - wa r C a l i f o r n i a n e nv i ro n m e n t t h a t f o s te re d J o b s c a p i ta l i s t p ro c l i v i t y.

Aiming

i d e o l o g y,

the

influences

of

at

analysing

f o l l ow i n g the

this

c h a pte r s

18 0 °

will

c o u n te r- c u l t u ra l

change

in

describe

the

p rotot y p e s ,

the

d i s to r t i o n o f t h e s e p a ra d i g m s a n d t h e i nte r re l a t i o n s fo r m e d b et we e n t h e m .

J ob s’ i nvo l ve m e n t i n t h e 19 6 0 s a n d 1970 s A m e r i c a n We s t

Coast

c o u n te r- c u l t u ra l

m ove m e n t

and

A p p l e’s

m a n u f a c t u r i n g p ra c t i c e s fo l l ow i n g t h e re l o c a t i o n , i n 2 0 0 4 , o f i t s a s s e m b l y l i n e to C h i n a re f l e c t t wo i d e o l o g i c a l p o s i t i o n s t h a t p e r ta i n to s p a c e s d e s c r i b e d by c u l t u ra l ex t re m e s . W i t h i n t h e s e s p a c e s J o b s wo u l d ex p e r i e n c e a n t i t h et i c a l c o n c e pt s p l a c i n g h i m i n a hy p ot h et i c a l ideological

location

that

wo u l d

justify

his

f u t u re

p ro c l i v i t i e s .

T h e We s t C o a s t u r b a n f a b r i c a n d r u ra l c o m m u n i t y wo u l d b e c o m e t h e f ra m ewo r k s u p p o r t i n g t h e i nte rd e p e n d e n c e b et we e n i n d i v i d u a l i t y a n d i d e o l o g y. I n a s p a c e t h a t wa s a p et r i d i s h o f p o l i t i c a l u n re s t, o p p o s i n g m o ra l s , s o c i a l p ro g re s s a n d te c h n o l o g i c a l a d va n c e m e n t, t h e i n d i v i d u a l wo u l d b e ex p o s e d to a m u l t i t u d e o f i n f l u e n c e s . H i s i n te ra c t i o n s wo u l d a m a l g a m a te h i s n a t u ra l i n c l i n a t i o n s w i t h n ew b e h a v i o u r m o d e l s t h a t wo u l d d i c ta te t h e f u t u re c o n d u c t o f h i s b ra n d a s a n ex te n s i o n o f h i s fo r m a t i ve ex p e r i e n c e s .

T h e fo l l ow i n g c h a pte r s w i l l ex p l o re a n d i l l u s t ra te t h e actions

of

i nte rc o n n e c te d

i d e nt i t i e s

and

ideologies

a n d t h e i r c u l t u ra l a n d s p a t i a l p o s i t i o n by re f e re n c e to St e v e J ob s ’ i n d i v i d u a l i t y. T h i s w i l l d e f i n e a s o c i a l a n d te c h n o l o g i c a l et h o s o n t h e b a s i s o f w h i c h f u t u re s p a t i a l i n te ra c t i o n a n d i t s i m p a c t o n t h e i n d i v i d u a l c a n b e s p e c u l a te d u p o n .

11

Chapt er 0 2 Parent ’ s House Mountainview & Los Altos Califor nia

1961 - 1972

What

was

Steve

Jobs

listening

R I C HI E HAV EN S

QUIL L

B ER T S O MMER

S W EET WAT ER

T I M HA R D I N

R AV I S HA N K A R

MEL A N I E

to:

Counter-cultural celebration in response to gover nmental authority 1960s - 1970s

J ob s’ L oc a t i on

Te c h n o lo g ic a l mile s t o n e s

P o lit ic a l U n re s t

S oc i a l p rog re ss

Co u n t e r - c u lt u ra l

T imo t h y

events

Le a r y

1972

Ma

1972, Rainbow Gathering

1955 1961

ho The W

Grate

ad ful De

J e ff e r

s

January 14, 1967 Timothy Leary: Human Be-In 1965, First large batch of LSD for sale 1966, Love Pageant Rally

1967, Summer of Love

Nove John

October 1, 1964 Ber keley Free Speech Movement

Octo

g

May 1, 1964 BASIC coding language is introduced

M a y 4 , 1 9 7 0 - Ke n t S t a t e s h o o t i n g August 28, 1963 M a r t i n L u t h e r K i n g , J r. : " I H a v e a D r e a m " Aug 26, 1968 Protests Chicago DNC Convention

J e ff e r

irpla son A

1960 -62: Harvard

ne

Psilocybin Project 1973, S u m m e r J a m a t Wa t k i n s G l e n April 4, 1968 M a r t i n L u t h e r K i n g J r. i s a s s a s s i n a t e d

November 22, 1963 J o h n F. K e n n e d y i s a s s a s s i n a t e d

May 15, 1970 Jackson State Shootings

July 16, 1969 First men on the Moon

O c t o b e r, 1 9 6 2 - C u b a n M i s s i l e C r i s i s

April 17, 1961 Bay of Pigs Invasion

Pare n Pare t ’ s House n t ’ s House - Pat-erAut nalhorit Aut y horit y Mountainview, Califor nia

1961 - 1965 Adopted by a repo man / carpenter / mechanic and a b o o k k e e p e r, f i v e - y e a r - o l d S t e v e m o v e d i n 19 61 t o o n e o f J o s e p h E i c h l e r D e v e l o p m e n t s i n M o u n t a i n v i e w, California. There, he experienced the idyllic American suburban childhood, and he witnes sed first- hand the economic

impact

of

private

businesses,

especially

when backed by government contract s.

Lockheed M i s s iles a nd S pace D ivi s ion, Pola roid a nd NASA invested heavily in the area where the Jobs family lived, employing thou sa nd s of electrical engineers.

J o b s v i s i t e d N A S A’s A m e s R e s e a r c h

Centre and there

he saw a computer terminal for the first time (Isaacson, 2 011) . S t e v e e x p e r i e n c e d t h e r e l a t i v e t r a n q u i l l i t y o f post-war USA , and he learned to res pect authorit y in the detriment of oppos ing libera l notion s.

P a u l J o bs:

” . . . .y ou a re n ot comin g i n!”

In

his

S teve

teenage began

yea rs

to

learn

S t e v e’s f i r s t c o n t a c t w i t h t h e C o u n t e r - c u l t u r e w a s

more and more about the

d i s r u p t i v e a n d u n p l e a s a n t. H e r e c a l l s t h i s i n t e r a c t i o n

countercultura l

a s a cla s h bet ween paternal authorit y and beatnik

happening in the Golden

reckles s nes s.

Gate area.

Thi s interaction wa s a direct res ult of s ubsta nce

L e a r y ’s

a b u s e a s a “ b e a t n i k t y p e” w a s t r y i n g t o f o r c e h i s w a y

local

i n t o t h e J o b s r e s i d e n c e , w h e r e S t e v e’s b a b y s i t t e r

the

ensuing

wa s s eeking ref uge from a n a bu s ive individua l. In

of

Love

h i s a d o p t i v e s o n’s e y e s , P a u l J o b s w a s a n e p i t o m e

the

o f s t a b i l i t y, c o n t r o l a n d d e t e r m i n e d c h a r a c t e r : ” H e

hallucinogens

s t o o d r i g h t t h e r e a n d s a i d :’s h e’s h e r e b u t y o u a r e

presence campuses

Summer popularized

consumption

high-schools,

to one

juvenile

L e a r y ’s of

immature

P a u l J o bs :

wa s

understanding

bringing

”....W hat ’s thi s?!”

nonS teve credited hi s u se of marijuana for s parking hi s

co nfo r m i s m. At t ha t p o i nt, his

of and

them to Jobs’ at tention.

res ponse

message

on and

psychedel ic s i n America n

n o t c o m i n g i n’”.

Jobs’

events

f i r s t c o n f l i c t w i t h h i s f a t h e r. A t 15 y e a r s o l d h i s u s e

wa s

wa s regular and by the end of high - school he had

limited to childi s h pra nks

a lready tried the L S D advocated by Lea r y a nd other

and rebelliou s acts against

m i n d - a l t e r i n g p r a c t i c e s ( I s a a c s o n , 2 011) . the education system.

S teve Job s g rew u p i n a period when cou nter- cu ltu re w a s a t i t s p e a k . H o w e v e r, h e w a s n o t a b l e t o t r u l y comprehend

the

scale

and

the

teachings

of

the

movement that early in hi s life, nor could he fully a p p r e c i a t e t h e m e s s a g e o f L e a r y ’s v i s i t t o t h e W e s t C o a s t o r K e s e y a n d W o l f e’s e x p e r i e n c e s . O n l y d u r i n g hi s college yea rs will the echoes of these influences f u l l y m a n i f e s t ,c h a n g i n g t h e A m e r i c a n c a m p u s e s a n d Job s’ co l l eg e experi ence.

16

Pare n t’ s Ho P arent use - ’Ssubur House ban Hac king 2066 Cri st Dr, Los Altos, Califor nia

1965 - 1972 During

his

high-school

yea rs ,

Jobs’

technological

inclinations star ted to suf fer the ef fects of the rebelliou s co u nte rcu lt u ra l s et t i n g. I n t ha t e ra of po l it i ca l u n re s t, govern ment a uthorit y wa s bei ng cha l lenged by youth movements.

To g e t h e r friend

with S teve

his

good

Yo u t h M o v e me n t :

Ri ots, Prot est s, Movements and ne w stand ards

Woz n i a k ,

while li stening to bootleg Bob Dylan record s ,

Jobs

t u r n e d ha ck i n g to p rof it,

The post-W W2 ba by boom res u lted in a n u n precedented

following the instructions

n u m b e r o f t e e n a g e r s a n d y o u n g a d u l t s i n t h e 19 6 0 s .

o f J o h n D r a p e r (c o m p u t e r

T h e y o u t h r a l l i e d b e h i n d s h a r e d a n t i - p o v e r t y, a n t i -

p ro g ra m m e r a n d h a c ke r).

w a r, a n d a n t i - c e n s o r s h i p s e n t i m e n t s .

Jobs

will

Evo lvi ng f rom the downca s t Ei s en hower- era beatn iks

turn 4 0$ wor th of electric

of the Fif ties , they soug ht at tention throug h petition s ,

p a r t s i n t o a 15 0 $ d e v i c e

p i cket l i nes , p rotes t ma rches , a nd med ia covera g e.

capable of hijacking the

The new counter culture rejected political af filiation

AT&T

and

Woz n i a k

net work

and

a nd the establi s hed ideologies , instead advocating

make

f o r a d e p a r t u r e f r o m c o n f o r m i t y, m a t e r i a l i s m a n d

free long - di stance phone

competition.

calls.

At

17

yea rs

old,

emboldened

by

the

rebelliou s

a t m o s p h e r e o f t h e d a y ’s y o u n g c u l t u r e , J o b s “ b e n t ” the law a nd sold up to 4 0 such devices , called B lue B oxes , making a profit of 4 ,0 0 0$ (25,0 0 0$ ad ju sted to i n f l a t i o n) .

Unlike

P ol i t i c a l un re st :

S h o o t in g s, assa ssin a tion s an d f ai l ure The

Sixties

saw

the

US

government

the

more

obedient

nature

di s played

by

Woz n i a k , Jo b s wo u l d j u s t i f y h i s d i s r u pt i ve a ct i o n s a s bei ng pa r t of the la rg er non - conform i s t at titu d e.

Jobs

achieving

took

adva ntage

of

the

free - s pirited

youth

movement and the atmos phere it created.

tremendou s technologica l m ilestones , from the first coding language to landing a man on the Moon.

Within thi s fluctuating system, Jobs felt ju stified to H o w e v e r,

failed

bypa s s the enforced reg u lation s. B erkeley College,

t o p r o t e c t i t s o w n l e a d e r, i t f a i l e d t o p r o t e c t t h e

this

technocratic

authority

also

the sta ge for the la rgest US student protest s , will

d i s s enti ng youth f rom them s elves a nd it fa i led to

a l s o b eco m e t h e g ro u n d o n w h i c h Jo b s a n d Woz n i a k

g r a n t t h e s a m e r i g h t s t o a l l c i t i z e n s ( K u r l a n s k y, M .

wo u l d g o o n to m a ke m o s t of t h e i r p rof it, b rea k i n g

20 04)

f e d e r a l l a w.

M o r e o v e r, t h e t w o a l s o o f f e r e d a g u a r a n t e e : t h e l i n e “ H e’s g o t t h e w h o l e world in hi s ha nd s” from the fa mou s gos pel song wa s put in the B oxes. It wa s m ea nt to sy m b o l i ze t h e p ro m i s e t ha t Woz n i a k wo u l d re p a i r a ny of t h e fault y B lue Boxes. FB I repor ts made mention of thi s anecdote a s the line wa s the only element connecting all the confi scated B lue Boxes. Although t h ey we re n eve r ca u g ht, Jo b s a n d Woz n i a k u n k n ow i n g ly b eca m e p a r t of t h e d ef i a nt m ove m e nt, h e l p i n g p eo p l e m a ke f re e, u n co nt ro l l e d u s e of b i l l i o n s o f d o l l a r s ’ w o r t h o f i n f r a s t r u c t u r e . 3 0 4 0 , m a y b e 10 0 B l u e B o x e s found their way in the hand s of the rebel s , s preading their manifesto free o f c h a r g e u s i n g t h e e s t a b l i s h m e n t ’s r e s o u r c e s (P r ic e , D . 2 0 0 8 ).

17

Mapping the reach of T imothy Leary and the echoes of his ser mons on Steve Jobs

J ob s’ L oc a t i on

R ic h a rd A lpe r t - R a m D a s s

M e r r y P ra n ks t e r s

T imo t h y Le a r y

1972 1950: Ph.D. clinical psychology U n i v e r s i t y o f C A , B e r k e l e y.

1955

1

1961

1955 - 58: Psychiatric research Ka i s e r F o u n d a t i o n 1967 -71: Lama Foundation From Bindu to Ojas: Be Here Now 1967: League for Spiritual Discovery ’61:Richard Nixon on Leary: “the most dangerous man in America”

”

Charles Mingus, Charles Olson and Beat poet Allen Ginsberg

1962: Boston

1960 -62: Harvard

Marsh Chapel Experiment

Psilocybin Project 1961 -63:

Concord Prison Experiment 1963: Ke n Ke s e y ' s M e r r y P r a n k s t e r s : Millbrook estate: Psychedelic sessions

1943:

Syracuse Army Air Base

1943: Georgetown University 1943: Ohio State University

1943: Basic training Fort Eustis

1941 - 1945: University of Alabama

1960: Cuernavaca, Mexico psychedelic Psilocybe mexicana mushrooms

S A N FR A N C I S C O O R A C L E

“A n e w c o n c e p t o f c e l e b r a t i o n s b e n e a t h t h e h u m a n underground mu st emerge, become con sciou s , a nd be s ha red, so a revolution ca n be formed with a renai s sance of compa s s ion, awarenes s , and love, and t h e r e v e l a t i o n o f u n i t y f o r a l l m a n k i n d .”

19 67, T h e S a n F r a n c i s c o O r a c l e

Chapt er 0 3 R e e d , Liberal Art s College Portland, Oregon

1972- 1974

What

was

Steve

Jobs

listening

to:

A R L O G UT HR I E

J O A N BA EZ

COUNTRY J O E MC D O N A L D

S A N TA N A

S A N TA N A

J O HN B. S EBA S T I A N

Technological Advances and mining magnates 1970s

J ob s’ L oc a t i on

Te c h n o lo g ic a l mile s t o n e s

P o lit ic a l U n re s t

R o b e r t F r ie dla n d

1974 Graduated Reed College student body president

1972 Ivanhoe Capital in Singapore Ivanhoe Mines Ltd. in Canada

1955

November 29, 1972 At a r i re l e a s e s P o n g

1961 March 1971 T h e fi r s t m i c r o p r o c e s s o r, t h e 4 0 0 4 Released by Intel April 4, 1975 B i l l G a t e s a n d P a u l A l l e n c r e a t e M i c r o s o ft

Born A

C

r o s o ft

Resigned from Bowdoin College in 1970 Arrested for LSD possession

Born August 18, 1950 Chicago, Illinois June 17, 1972 Wa t e r g a t e s c a n d a l August 9, 1974 R i c h a r d N i x o n r e s i g n s f r o m o ffi c e

Re e d, L ib e ral Ar Re tseC do , llege Liberal - ”t Art ursnCollege on, t une in, d rop out” Portland, Oregon

Sum m er 1972 At the sta r t hi s college ed ucation.

Pa ul Jobs moved from hi s

17 y e a r s o l d S t e v e

adoptive parents’ hou se in

M o u n t a i n V i e w, C a l i f o r n i a t o P o r t l a n d , O r e g o n .

A s a p r o m i s e m a d e t o h i s b i r t h m o t h e r, P a u l a n d C l a r a J o b s (a d o p t i v e p a r e n t s) o f f e r e d t h e i r s o n t h e f i n a n c i a l pos s ibilit y to choose hi s educational path.

”t u r n o n , t u n e i n , d ro p o ut ” O n J a n u a r y 14 , 1 9 6 7 t h e G o l d e n G a t e P a r k b e c a m e

S teve s pent hi s la st summer

T i m ot hy L e a r y :

before

college

girlfriend,

with

the sta ge for Lea r y to procla im a nd popula rize the

his

Chrisann

nonconform i s t va l u es fou nd with i n the s u bcu ltu re.

B rennan, in a cabin in the hill s of Los Altos.

L e a r y ’s s p e e c h d e b a t e d a n d a m p l i f i e d t h e e n t i r e s pectrum of hippie philosophy: Communal living,

S teve would write poetr y

reducing government authorit y over policy- making

and

a nd a depa r ture from state education progra m s . He

Chrisann painted.

defined a socia l pa radigm s hif t that he wa s of fering

Jobs would li sten to the

t o t h e y o u t h . ( L e a r y, 19 6 5 )

music

play

of

guitar

The

while

Who,

The

Grateful

Dead,

The Sa n Fra nci sco O racle enca ps ulated these va lues

Airplane

and

a n d f o u n d i t s w a y t o t h e S t e v e’s a t t e n t i o n d u r i n g h i s

read

t e e n a g e y e a r s . ( S e l v i n , 19 9 9 )

S a n Fra nci sco O ra cle.( The

the

Jef ferson he

articles

would in

The

H u m a n B e - I n i s s u e ,v1 i 5 ) T h i s l u d i c b e h a v i o u r r e f l e c t s t h e e c h o e s o f H a i g ht Ashbury and the lectures of Lear y in Golden Gate Park.

1972

I n t h e i s o l a t i o n o f a C a l i f o r n i a H i l l s c a b i n , 17 y e a r s o l d S teve Jo b s wo u l d ha ve l ea r nt to: Tu r n o n : h e w o u l d e x p e r i m e n t w i t h p s y c h o a c t i v e d r u g s in order to activate a nd trigger hi s consciou s nes s; Tu n e i n : h e w o u l d l e a r n t o h a r m o n i s e a n d e x p e r i m e n t : “e x t e r n a l i z e ,

materialize,

expres s

new

internal

p e r s p e c t i v e s .”

Drop out: he would prioritize s elf- relia nce over pre January 14, 1967 Summer of 1967 1961 - 1972

exi sting commitments , becoming more mobile and o p e n t o c h a n g e . ( L e a r y, 19 6 5 )

’67 - Summer of l ove:

With the guidance of fered by

L e a r y,

Jobs

wa s

5 ye a r s b e f o re J o b s wa s

to s et t l e o n h i s C o l l e g e c h o i c e, H a i g ht A s h b u r y : s e r ve d

reluctant to follow a pre -

a s t h e g a t h e r i n g p o i n t f o r ove r 10 0 , 0 0 0 i n d i v i d u a l s

set path. He refu sed of fers

p ro c l a i m i n g t h e n o n c o n fo r m i s t a t t i t u d e p o p u l a r i ze d

from the more af forda b le

by L e a r y.

B erkeley a nd S ta nford.

W i t h i n a 4 0 m i n u te d r i ve f ro m h i s h o m e t h e re wa s S teve J o bs

T i mo thy Leary

‘67 S ummer o f L ov e

A s p r e a c h e d b y L e a r y, h e

g ove r n m e nt d i s t r u s t, d r u g a n d f re e - l ove i n d u l g e n c e,

refu sed

s ponsored

a n t i - wa r s e n t i m e n t s a n d c a p i ta l i s t re j e c t i o n ( H i n c k l ey,

courses and scholarships,

19 9 8). Ag a i n s t a u t h o r i t y wa r n i n g s t h e s t re et s a n d p a r k s

set tling on the expens ive,

b e c a m e g a t h e r i n g p o i nt s t ra n s fo r m i n g H a i g ht A s h b u r y :

free - s pirited and creative,

a s d e s c r i b e d by B o b We i r (G ra te f u l D e a d g u i ta r i s t) i n a

yet rigorou s curriculum of

“g h et to o f b o h e m i a n s”.( B .We i r ; E. Vu l l i a my 2 0 07 )

State

Reed College, Por tland.

24

Ree d , L ib e ralR e Aer tds , College Liberal Art - 8 s years College af t er Furt hur Portland, Oregon

S eptem ber 1972 Jobs

star ted

his

college

education

as

the

political

a c t i v i s m o f t h e 6 0 ’s V i e t n a m - W a r e r a w a s b e i n g r e p l a c e d b y s p i r i t u a l i t y, e n l i g h t e n m e n t a n d t h e s e a r c h f o r p e r s o n a l f u l f i l m e n t.

College

dorms

became

hubs

of

information

e x c h a n g e , w i t h i d e a s p o u r i n g i n f r o m a l l - o v e r t h e c o u n t r y.

T he s e s pa ce s s e r ved a s m e lt i n g pot s of Ea s t a n d We s t Coa s t v a l u e s a n d p r i n c i p l e s s o l i d i f y i n g S t e v e’s u n d e r s t a n d i n g o f the cou nter- cu ltu ra l movement of the ti me.

This

permi s s ive

T imo t h y Le a r y : ”l i ke every rel i gi on of t he past w e seek to f i nd the di vi ni t y w i t hi n...”

hippie

a ura present on ca mpu s allowed his

Jobs

to

expand

understanding

of

a

f o r m o f E a s t e r n s p i r i t u a l i t y,

5 yea rs before S teve Jobs enrolled at Reed College,

namely Zen Buddhism.

Lear y wa s present on campu s a s par t of hi s League f o r S p i r i t u a l D i s c o v e r y. T h e ” t u r n o n , t u n e i n , d r o p

Jobs

tra n sformed

dorm

attic

into

meditation

used

i n 19 7 2 .

crawl s paces

for

illegal

out ” ma ntra prepa red the ground for Jobs to la nd on

the room s

F o l l o w i n g L e a r y ’s v i s i t , t h e d r o p o u t r a t e r e a c h e d o n e

consuming

psychedel ic s;

decorated

them

he

third of all students. The rigour of the coursework

with

wa s maintained but a level of flexibilit y sta r ted to develop in the way in which the College allowed

Indian prints, dhurrie rugs, candles,

incense

s pecific students to par ticipate in cla s ses outs ide

and

the agreed curriculum.

c u s h i o n s . ( I s a a c s o n , 2 011) 1972 1972

Having

’64 - The Mer ry Prankst ers:

become

technology

savvy

Ke n Ke s ey: W i t h t h e i nvo l ve m e nt i n ex p e r i m e nta l

by

s t u d i e s co nd u cted by t he U.S. A rmy o n m i nd - a lte ri n g

working along s ide hi s dad

drugs

a n d Woz n i a k , h e wa s a b l e to

acquire

bootleg

Bob

even

more

diet

the

goal

of

promoting

his

new

psychedel ic s. America n col leges were experienci ng

popular

t h e e c h o e s o f F u r t h e r ’s / F u r t h u r ’s c r o s s - c o u n t r y t r i p

with his peers.

Jobs’

with

followers were res pons ible for the popularizations of

Dylan tapes which made him

and

n o v e l “ S o m e t i m e s a G r e a t N o t i o n”, K e s e y a n d h i s

a n d t h e “A c i d Te s t s ”. ( W o l f e ,To m 19 67 ) wa s

also

Throug h

his

writings

and

his

encouragement

of

influenced by the campus.

p syc h e d e l i c s co n s u m pt i o n Ke s ey h e l p e d J o b s co nto u r

Hi s litera r y incurs ion s into

h i s u n d e r s t a n d i n g o f i n d i v i d u a l i t y, c o n f o r m i t y a n d

Ea stern

liberation during hi s college yea rs.

spirituality

led

him to dra stica lly cha nge Whole

La te r o n , Ke s ey wo u l d a l s o h a ve a m a j o r i nf l u e n ce o n

gra in wheat cerea l s a nd

the formation of the Homebrew Computer Club, the

vegetables would become

social and technological plat form that allowed Jobs

a s t a p l e i n h i s d i e t.

a n d Woz n i a k to m a n i fe s t t h e i r fo r m a t i ve ex p e r i e n ce s

hi s dietar y habits.

S teve J o bs

a nd create Ap p l e.

T i mo thy Leary

The ca m pu s created a culture where Jobs comb ined s piritua lit y with rock a nd f a s t i n g w i t h “a c i d ” c o n s u m p t i o n . W i t h i n t h i s e c s t a t i c s t a t e J o b s w o u l d m e e t t h e o n e w h o w o u l d b e c o m e h i s m e n t o r, t h r o u g h a s y m b o l i c a l e x c h a n g e o f t e c h n o l o g y

‘64 F urthur’s tri p

f o r e n l i g h t e n m e n t.

25

R e e d , L ib eRral e e dA,r tLiberal s College Art s- College R obert Fried land Portland, Oregon

1973 ’72 - ’ 7 3 - Waterg a te:

Friedland

A d d i n g t o t h e g e n e ra l

Jobs met

in

the po l i ti cal scand a l c e m e n t e d , i n J ob s m i n d, dis t r u s t

produced

towards go ver n me n t a ut h or i t y( P e r r y, J a m e s M . ).

love ethos of the campu s.

This paved the w a y f or F r i e d l a n d t o a ssum e th e ro le o f

’73 - Robert Fri ed l and :

Pa roled from s er ving

a gui di n g fi gure.

2

12 5 , 0 0 0 $

yea rs

by

in

juncture the

prison

free -

for

selling

( 7 71, 4 4 4 $ )

F r i e d l a n d m e t J o b s w h e n h e o f f e r e d t o b u y S t e v e’s

or

I B M P r i n t e r. F r i e d l a n d w a s k n o w n f o r h i s c h a r i s m a t i c ,

wa l k i n g a ro u n d b a refoot,

o u t g o i n g a n d m e r c u r i a l p e r s o n a l i t y. H e u s e d t h e s e

Friedland , who had just

tra it s

returned

Ea stern s piritualit y ser ving a s the catalyst for their

became

sandals

peculiar

a d j u s t e d t o i n f l a t i o n) w o r t h o f L S D Ta b l e t s ( 2 4 , 0 0 0 )

Dres sed in flowing robes , wearing

a

and

resen tmen t to ward s t h e f a i l e d V i e t n a m Wa r Ca mpa ig n

from

India,

someone

who

to

befriend

Jobs,

their

s hared

interest

in

r e l a t i o n s h i p ( Ly d g a t e . C , 2 011) .

J o b s w o u l d s e e k o u t.

Friedland would convince the ones he a s sociated To g e t h e r, t h e y w o u l d v i s i t

with to par ticipate in activities that would turn a

the Hare Kri s hna temples

p rof it fo r Ro b e r t, h i s i nf l u e n ce s b e co m i n g cu lt l i ke.

in

Sunday

Jobs claimed that eventually he became wea r y of

evening s , where Friedla nd

R o b e r t ’s c o n - m a n p e r s o n a a n d d e p a r t e d f r o m h i s

would

i n f l u e n c e . H o w e v e r, J o b s ’ a c t i o n s d u r i n g t h i s p e r i o d

Por tland

on

manifest

his

and

eccentricit y with dances

the

change

in

his

behaviour

challenge

statements.

a n d s o n g s . J o b s ,t h e q u i e t , r e t i c e n t t y p e t h u s w i t n e s s e d f i r s t - h a n d h i s m e n t o r ’s s h o w m a n s h i p a n d c h a r i s m a , at tri b utes that he wou l d s oon s i m u l ate.

1972 1972

Under the i nf l uence of psychedel ic s a nd ha l l uci nogen s Rober t and S teve u sed to di scu s s the teaching s of B a b a R a m D a s , To m W o l f e’s “ E l e c t r i c Ko o l - A i d A c i d Te s t ” a n d R o b e r t ’s t r i p t o I n d i a w h i l e l i s t e n i n g t o T h e Grateful Dead, Jimi Hendrix , Countr y Joe McDona ld, Satchida na nda Sa ra swati etc.

’72 - At a r i lau n ch es P on g :

by 1973 Pong

J o b s l e a r n e d o f R o b e r t ’s

wou l d beco me a st a p l e i n A m e r i c a n c a m p us b a r s a n d

drug pos ses s ion charges ,

ta ver ns. Th e two p l a ye r c om p e t i t i v e syst e m wo u ld pu t

the jail sentence and his

F r i e d l a n d and J o b s a g a i n st e a c h -ot h e r, o n e le a r n in g

interaction s with figures of

from th e o t h e r. ( H e l g e s o n , M . 2 011)

the cou nter- cu ltu re.

Initially Friedland

entra nced

Jobs, he

1972

of fered the

guidance and authorit y that the US Government failed to i n s ti l. Fri ed la nd wou l d s er ve a s a cou nter- cu ltu ra l pa ragon to embody a nd communicate the teaching s of t h e b e a t n i k s , o f K e s e y, L e a r y a n d o f E a s t e r n s p i r i t u a l i t y gurus.

R o b e r t F r ie dland

Jobs went to ser ve Friedland on hi s commune where eventually

he

grew

disillusioned

s t r u c t u r e o f F r i e d l a n d ’s

with

the

All One Farm.

26

cult- like

S t e v e J o bs

At a r i

his

27

28

Chapt er 0 4 A ll One Far m McMinnville, Oregon

1973 - 1976

What

was

Steve

Jobs

KEEF HAR TL EY B AND

listening

to:

C A N N ED HEAT

T HE I N C R ED I BL E S T R I N G BA N D

MO UN TA I N

MOUN TA I N

S LY A N D T HE FA MI LY S T O N E

W I L LY A N D T HE PO O R BO YS

Hippie Communes Interconnected Ideologies and Architectural practices

J ob s’ L oc a t i on

S t e wa r t B ra n d

Co mmu n e s

F i re si g n T h e a t re

R ic h a rd A lp e r t / R a m D a s s

Buckminster Fuller

1972

All One Farm

Standford University 1960

1955

Drop City 1965 - 1973

1961 Firesign Theatre on Radio Free Oz

Arcosanti 1970 - Present day

1967 -71: Lama Foundation From Bindu to Ojas: Be Here Now Lama Foundation 1967 - Present day

y 3

on ay

1962: Boston

1960 -62: Harvard

Marsh Chapel Experiment

Psilocybin Project

E r e c t e d h i s fi r s t g e o d e s i c d o m e Bennington College 1945

Born December 14, 1938 School of Art and Design Southern Illinois 1959 - 1970

Popularized The Geodesic Dome Black Mountain College 1948 - 1949

All O n e F aAr llmOne - Communal Far m Liv ing McMinnville, Oregon

1973 O ne hou r d rive out s ide Reed Ca m pu s , Fried la nd wa s s u p e r v i s i n g a n d g ov e r n i n g ov e r a n a p p l e f a r m ow n e d b y h i s m i l l i o n a i re S w i s s u n c l e M a rc e l M ü l l e r. T h e c o n n e c t i o n w i t h R o b e r t g ot J o b s a ro l e i n t h e m a n a g e m e n t o f t h e f a r m . S t ev e w a s i n c h a rg e o f p r u n i n g a n d m a i n t a i n i n g t h e a p p l e t re e s . E m b o l d e n e d b y h i s p e rc e p t i o n o f c o m m u n a l l i v i n g , c o n t o u re d b y T h e F i re s i g n T h e a t re o n R a d i o F re e O z a n d t h e f o r m e r p a r t i c i p a n t s h e m et o n c a m p u s , J o b s f o r m e d t h e i m a g e o f a f re e - s p i r i t e d c o m m u n i t y w i l l i n g t o e x p e r i m e n t a n d f u l l y m a n i f e s t t h e Z e i t g e i s t.

Drop C it y : I n f l u e n c e d b y t h e a r c h i t e c t u r a l d e s i g n s

Jobs believed that The All

City

O ne Fa rm would provide

b e c a m e t h e f i r s t “ r u r a l h i p p i e c o m m u n e”. R e s i d e n t s

the s pace where he wa s to

em ployed inexpen s ive materia l s structured in the

experience the spiritualit y

form of domes a nd zonohedron s to hou s e them s elves.

filled, light- hear ted state

Geometric pa nel s from a utomob iles a nd other s uch

described by the Fires ign

recycled meta l l ic deb ri s were u s ed to con struct the 8

T heatre. T here, he ho ped

d o m e s ( R a b b i t , P. 19 71) .

to

of

Buckminster

Fuller

and

S teve

B a e r,

Drop

detach

himself

materialistic

from

pursuits

Drop Cit y beca me a s ubject of di scu s s ion a nd it wa s

a n d a u t h o r i t y. H e w a s t o

popula rized by s uch groups a s The Fires ign Theatre

manifest hi s own interests

on the Los Angeles radio progra m Radio Free Oz:

a nd follow hi s own values ,

“ k i d s , t e a r t h e t o p o f f y o u r d a d d y ’s c a r a n d s e n d i t ,

s urrounded by like - m inded

t o g e t h e r w i t h 10 c e n t s i n c a s h o r c o i n , t o D r o p C i t y,

individuals.

C o l o r a d o . . .”.

Jobs

wanted

proof that hi s idea l s would sur vive

J o y F e s t i v a l : I n 67 ’, a t 12 y e a r s o l d , J o b s l e a r n t o n

where

Drop

City

failed.

the radio a bout the commune a nd, later on, at college he met one of the hundred s of at tendants of

Although

D r o p C i t y ’s J o y F e s t i v a l (C u r l , J . 2 0 0 7 ) .

wa s

Friedland

preaching

conformism

non-

and

being

anti - establishment, Jobs

1973

quickly

learnt

that

Rober t wa s exploiting hi s followers in order to turn a

1967 1967

p r o f i t. A p p l e c i d e r, a p p l e 1959 - 1970

pres ses and wood stoves were being produced on t h e f a r m ’s s i t e , o n l y t o b e

LA, CA

sold and enrich Friedland.

S teve

wa s

first- hand S teve J o bs

T h e F i re si g n T h e a t re

D ro p Cit y

communal

experiencing the

failings

living

as

of he

wa s star ting to compare Buckminster Fuller

F r i e d l a n d ’s f i n a n c i a l g a i n s w i t h t h e o n e o f h i s f o l l o w e r s , F r i e d l a n d ’s p r i v i l e g e d p o s i t i o n a n d h i s w o r k l o a d .

J o y Festi val

32

A ll O n e F ar A llmOne - Communal Far m Et hos McMinnville, Oregon

1973 Lama F o u n da tion :

Drop C i t y :

had a pivota l role in Jobs

Thoug ht to be the first rura l hippie

understanding of the movement he wa s taking par t

com mu ne, th i s wa s a 2.8 hecta re p lot of la nd on

in.

which filmmaker Gene Bernof sk y and ar t students J o A n n B e r n o f s k y, R i c h a r d K a l l w e i t a n d C l a r k R i c h e r t

Ram

Dass

(born

–

s e t o u t t o l i v e a n d w o r k t o g e t h e r. W i t h o u t a n y o b v i o u s

D e c e m b e r 2 2 , 2 019 ) , a l o n g s i d e h i s r e s e a r c h p a r t n e r

h i e r a r c h i e s , i t f o l l o w e d L e a r y ’s m a n t r a , e x p r e s s e d

T i m o t h y L e a r y, t o o k p a r t i n t h e H a r v a r d P s i l o c y b i n

by

P r o j e c t ( Ve y s e y, L . R .19 78 ) .

c o n s u m e r i s t l i f e , o u t s i d e o f g o v e r n m e n t a l a u t h o r i t y.

L a t e r, R a m D a s s / R i c h a r d A l p e r t b r o u g h t t o t h e

The

commune a ma nu script titled From B indu to Oja s.

exhibitions and indu strial applications , represented

There,

a D I Y a p p r o a c h t o B u c k m i n s t e r F u l l e r ’s s c i e n t i f i c a n d

the

Richard

Lama

A l p e r t,

Foundation

April

6,

res idents

19 31

edited,

illu strated, format ted a nd pub li s hed the ma nu script

the

a s piration

geodesic

to

‘d r o p

dome,

used

out’

for

of

mainstream,

domestic

living,

p r e c i s e b l u e p r i n t. ( S a d l e r, S . 2 012 )

u n d e r t h e n a m e B e H e r e N o w, i n 19 71. J o b s k e p t t h i s book by hi s s ide throug hout hi s college yea rs , during

A t D r o p C i t y, S t e v e B a e r e x p e r i m e n t e d w i t h p a s s i v e

h i s t r i p t o I n d i a , w h e n h e l i v e d o n F r i e d l a n d ’s F a r m o r

solar

when he worked at Ata ri.

e n e r g y h a r v e s t i n g t e c h n o l o g y. H e a d d e d a n e w l a y e r

design,

including

the

engineering

of

solar

o f f l e x i b i l i t y t o F u l l e r ’s d e s i g n s , d e s c r i b e d i n h i s D o m e Jobs would learn about how well the Lama Foundation

Cookbook , publi s hed by the Lama Foundation.

managed to stay true to its founding principles and how dif ferent it wa s from the way in which All O ne

Baer

wa s operated. Jobs would continuou s ly compa re

per fecting the recipe for u s ing technology to turn

the t wo, and he resented Friedland for hi s capitali st

the eco log ica l a s p i ration s of the cou nter- cu ltu re to

a pproach to commune living, but he wa s nonetheles s

p r o f i t. H i s w o r k w a s c e n t r e d o n u s i n g s o l a r e n e r g y f o r

i m p r e s s e d b y h i s m e n t o r ’s a b i l i t y t o c o n v i n c e h i s

the direct heating of building s. Zomeworks developed

f o l l o w e r s t o w o r k w i t h o u t p a y.

meta l -fra med pa s s ive - sola r dyna mic mounting for

A rc o sa n t i :

p h o t o v o l t a i c p a n e l s ( B a e r, S . 19 75 ) .

Jobs and Friedland learned about

would

soon

star t

his

company:

Zomeworks ,

Catalog

Al l One Far m : A l t h o u g h A l l O n e c a m e s h o r t o f t h e

S u p p l e m e n t p u b l i s h e d b y B r a n d ( 19 6 9 ) . A l o n g s i d e ,

achievements of the previou s ly di scu s sed examples

let ters

Ron

of com mu na l l ivi ng , it s er ved a s a cou nter- cu ltu ra l

B ev i r t, Pete r Ra b it of D ro p Cit y a n d S teve D u rke e of

f o c a l p o i n t. T h e n o m a d i c h i p p i e s w h o w o u l d p a s s

L a m a F o u n d a t i o n , P a o l o S o l e r i ’s d e s e r t u t o p i a w a s

throug h the Fa rm will inform Jobs of their experiences

a d v e r t i s e d a s a n e c o l o g i c a l e x p e r i m e n t a l t o w n ( F.

in other functioning communes.

Arcosa nti

in

from

the the

quar terly Pra nksters

Whole Ke n

Ear th Ke s ey

and

Tu r n e r ) .

The circulating literature (the Whole Ea r th Cata log , Friedland wa s obses sed by the pos s ibilit y to gain a

t h e D o m e C o o k b o o k , B e H e r e N o w e t c .) m a d e i t s w a y

p rof it th rou g h h i s com mu ne. U n l i ke S o l eri, w ho u s ed

t o A l l O n e , c o n v i n c i n g m a n y o f F r i e d l a n d ’s f o l l o w e r s

hi s a rchitecture to of fer ever y a menit y to hi s followers ,

t o l e a v e . ( Ly d g a t e ,C . 2 011) .

Friedland ignored these principles , ins i sting on the p r o d u c t m a n u f a c t u r i n g b u s i n e s s . W h e r e A r c o s a n t i ’s bronze bell ca sting venture wa s only mea nt to help support

and

grow

the

c o m m u n i t y,

All

One

only

p r o v i d e d f i n a n c i a l g a i n t o F r i e d l a n d ( To r t o r e l l o , M .

2 012 ) .

Jobs saw the connection bet ween Lear y and Ram Da s s , bet ween the La ma Foundation a nd Drop Cit y; he

became

a w a r e o f B a e r ’s w o r k a n d , f o l l o w i n g F r i e d l a n d ’s o p p o r t u n i s t e x a m p l e , h e l e a r n t t o e m u l a t e B a e r ’s u s e o f t e c h n o l o g y.

33

A ll O n e F ar m -All Fried One land Far’m s Cor rupt ion McMinnville, Oregon

1973 All O ne did not im prove on the exi sting a rchitecture found o n s i t e n o r d i d i t e m p l o y B a e r ’s D o m e C o o k b o o k , f o l l o w i n g t h e D r o p C i t y e x a m p l e a d m i r e d b y J o b s . R o b e r t ’s i n f l u e n c e a nd hi s ca pitali st conduct went against the values S teve wa s expecting from the one he wa s following.

’68 - ’72 - Stew art B ran d: W hol e Earth C atal og

The farm ex tended over 9 0 hectares. The 3 elements –the

main

barn

and

house, the

the

garden

B ra nd

wa s

Ins pired

by

the

idea

of

a

global

s hed – were all u sed and

pa radigm s hif t in ontologica l perception, voiced by

kept

quar ters.

B uckm in ster Fuller that “people perceived the Ea r th

T h e s i t e’s r e s o u r c e s w e r e

as

living

a s flat a nd infinite, a nd that wa s the root of a ll their

tra n sformed intro product s

m i s b e h a v i o u r.”

for Friedland to sell.

R A M DA SS - BE HE RE NOW

Throug h

Publi s hed by Lama

B ra nd

Foundation

Jobs

wa s

eager

to

public

used

displays

social

of

coercion

obtain

against

governmental

and

v i e w p o i n t ”, w h i c h w a s s u p p o s e d t o b r i n g a n e w

described

to

disobedience, protest

implement the techniques method s

agencies

civil and

the

“new

dimens ion to human consciou s nes s.

in hi s copy of the Whole Ear th Catalog. Instead, All

N o v e m b e r 10 , 19 67 : O n c e t h e w o r l d w a s i n p o s s e s s i o n

One had been sold to him

of the Whole Ea r th picture, B ra nd wa s to bring to the

a s a d eceivi ng s u b s titute.

B ae r ’ s D o m e Cookbook : I t w a s p u b l i s h e d b y

H i p p i e c o m m u n e s a c o u n t e r - c u l t u r a l “ b i b l e” t h a t w o u l d e n c a p s u l a t e t h e t h e n - c u r r e n t t r e n d s : e c o l o g y,

Lama Foundation, a commune in New Mexico, built

s e l f - s u f f i c i e n c y,

la rg ely of B a er domes , w h i ch s ti l l s u r vive. T he cu rrent

“a c c e s s t o t o o l s ”.

alternative

education,

DIY

and

inhabitants at tribute thi s to the absence of a fixed “ s p i r i t u a l ” l e a d e r. J o b s w o u l d c o m p a r e t h e w o r k i n g s

The Catalog opened its run

of Lama Foundation with All One in the detriment of

Whole Ear th picture, a focu sed view on the entire

t h e l a t t e r ( Brand, S. 1 9 6 8 ).

h u m a n c o n d i t i o n “ f l o a t i n g , a l o n e…. .” i t s p o k e o f communa l endeavours , of a

with the NASA issued

cohes ive societ y and

of the need for change and social awarenes s. It e n d e d w i t h a n i n t r o s p e c t i o n , a p e r s o n a l j o u r n e y,

1973

an homage to the individual and hi s place within a l a rg er p i ct u re. Job s , i n one of the ver y few co l l eg e

1968 1968

s peeches , put great empha s i s on the ending word s:

1967

“ S t a y H u n g r y. S t a y F o o l i s h .” H e d e s c r i b e s t h i s a s h i s

1959 - 1970

m a n t r a . ( B ra n d, S. 1 9 6 8 )

1967

The Catalog became a staple of commune living and i n tu rn it i m p res s ed a nd i nf l uenced a you ng S teve Job s who at the time wa s par t of the All One Commune in O r e g o n . J o b s d e s c r i b e d t h e m a g a z i n e a s “G o o g l e i n S teve J o bs

Buckminster Fuller

Do me Co o kbo ok L a m a F oun d a t i on

St e wa r t B ra n d

pa p e r fo rm... I d ea l i s t i c, a n d ove r f l ow i n g w it h n ea t t o o l s a n d g r e a t n o t i o n s .”( I s a a c s o n , 2 011)

D ro p Cit y

34

A ll O n e F ar L am m -aFried Found land at ’ion s Cor rupt ion Lama Mountain Road, Questa NM 87556, United States

H ow Ra m Das s (for mer R ich ard Al pert ) c ompares t o R obert Friedl an d L am a F o u n dat ion and All One Far m

Set S piritual Leader

Lama Fo u n d atio n Ra m D a ss

S u sta ina b le diverse food source Open to Communit y- suppor ted agriculture Recycled g rey-water N o - d r u g s/n o a l co h o l p o l i cy Consensus decision-making Tr e a t e v e r y o n e w i t h l o v e a n d r e s p e c t Herm itage oriented a rchitecture Purs ue own s piritua l practices Res ident s circle res pon s ib ilities Selfless service

A ll One Far m McMinnville, Oregon

1973 - Fri edl and

35

All One F ar m R obert Friedl an d

A ll O n e F ar m - Non-c All One onforFar mism m and Aut horit y McMinnville, Oregon

1973 All

10 11 13 12 18

1 9 7 2 - 1 9 7 6 N u c l e a r Te s t s

08

20 14

09

05

17

04

03 02

06

01.

Grommet - 1971 - 1972

02.

Toggle - 1972 - 1973

03.

Arbor - 1973 - 1974

04.

Bedrock - 1974 - 1975

05.

Fulcrum - 1976 - 1977

06.

Grommet - 1971 - 1972

00

01

04 05 19 15

00.

02 01

07

T h e fi r s t r u r a l " h i p p i e c o m m u n e "

- 1965

- Drop City -

03 1960s - 1970s Communes

01.

Synanon Santa Monica, CA 90405 - 1967 - 1991

12.

Cerro Gordo Community, Cottage Grove, OR - 1974

02.

The Hog Farm,

LA, CA 91040 - 1960s

13.

Alpha Farm, Deadwood, OR - 1972

03.

Elysia,

Lake Elsinore, CA 92530 - 1933 - 2007

14.

Ananda Village, Nevada City, CA 1967

04.

Halcyon,

15.

Morningland Monastery, Long Beach, CA- 1973

05.

Mountain DriveSanta Barbara, CA 93103

16.

Mangalam Center Berkeley, CA - 1972

06.

Moy Mell, Oceano, CA 93445 - 1931 - 1970s

17.

Magic Palo Alto, CA - 1972

07.

The Source, LA, CA 90027 - 1914 - 1972

18.

Eloin Ashland, OR - 1974

08.

Black Bear Ranch, CA 96031 -

19.

Sunburst Community Lompoc, CA - 1974

09.

Lafayette Morehouse,

20.

Heartland, Ukiah, CA - 1979

10.

Marys River Cohousing, OR - 1975

21.

East Blair Housing Co-op, Eugene, OR - 1979

11.

Breitenbush Hot Springs, Detroit, OR

22.

Struggle MountainLos Altos Hills, CA - 1968

Arroyo Grande, CA 93420 - 1923 - today - 1960s

1968 - today

CA 94549 - 1968 - today

- 1976

A ll One Far m McMinnville, Oregon

1973 Apa r t from the previou s ly di scu s s ed communes , Jobs pa s s ed by ot he r We s t Coa s t co m m u n e s , o n h i s way f rom h i s hometown to co l l eg e. H e wou l d s to p a nd learn about them, but many of them did not sur vive long enoug h to prove to Jobs that the culture he wa s fo l lowi ng wa s i nd eed s u s ta i na b l e.

In hi s s ea rch, he experienced both ex tremes of the s pectrum, from Arcosa nti a nd the La ma Foundation t o F r i e d l a n d ’s A l l O n e F a r m , a n d h e w i t n e s s e d t h e in sta b ilit y a nd the ephemera l nature of the lifest yle h e b e l i e v e d i n . C o n c o m i t a n t l y, t h e g o v e r n m e n t w a s making b ig di s plays of force throug h nuclea r test s , which instilled tremendou s res pect in Jobs mind for set fra meworks rather tha n the fluid nature of the hippie m o v e m e n t.

Jobs’

later

relations hip

with

Friedland

ma s s ively

d e t e r i o r a t e d . J o b s d e s c r i b e d F r i e d l a n d a s a “c o n m a n” a n d a “g o l d d i g g e r ”. H o w e v e r, t h e p r a c t i c e s t h e y will both employ later on in their ca reers connect them still. Both went on to exploit the m inera l resources of vulnera b le countries a nd government s a nd to ga in p rof it by do i ng so.

37

Chapt er 0 5 At ari Night -shif t Mountainview, Califor nia

1974 - 1976

What

was

Steve

Jobs

G R AT EFUL D EA D

G R AT EFUL D EA D

MO UN TA I N

T HE W HO

S LY A N D T HE FA MI LY S T O N E

listening

to:

Hacking, technology, bureaucracy and capitalism 1970s Califor nia - The playful nature of technology

J ob s’ L oc a t i on

N o la n B u s h n e ll

A lla n A lc o r n

S a pc ewar

S te w a r t Bra n d

1972 Stewart Brand - Spacewar tournament Stanford A.I. Lab

19 Sp

1972 1966 S t e w a r t B r a n d & Ke n Ke s e y Trips festival

A t a r i O ffi c e 1972

1974

1964 University of Utah

Born February 5, 1943

Designed Pong under Bushnell 1968 The Mother of All Demos

1974 - 1975- India

Space

1972 S p o n s o r e d b y A R PA - D e p a r t m e n t o f D e f e n s e

1962 M a s s a c h u s e t t s I n s t i t u t e o f Te c h n o l o g y

Spa

- video cewar

game

Born - 1938 Rockford, Illinois

At ar i Nig h t - s At h ifari t - Per Night missiv -shifet c onfor mism Los Altos , Califor nia

1974 In s ide the Ata ri of fices , Job s fou nd a n environment that homogeneously blended American consumerism a n d t h e e a s y - g o i n g f e e l t y p i c a l o f t h e m o v e m e n t.

No l a n Bu sh n ell a n d Ata r i :

Al l an Al cor n:

Bushnell the

A graduate of the Univers it y of

fou nder of Ata ri Corporation at tracted Job s a s a n

C a l i f o r n i a , B e r k e l e y, A l c o r n w a s i n t h e m i d d l e o f

e m p l o y e r. T h e p l a y f u l a t m o s p h e r e a t t h e v i d e o - g a m e

the Free - s peech movements and anti - establi s hment

developer went well with Jobs’ ea sy- going ma nner

protest s of the S ix ties. Job s a rrived in the Ata ri lobby

at that ti me. B u s h nel l la u nched the ga me Pong i n

wea ri ng s a nda l s a nd a robe. Al corn recog n ized i n

a t t e m p t t o r e c r e a t e t h e s u c c e s s o f S p a c e w a r, a n

Jobs the embodiment of the same movement that

older game created at

he had been a pa r t of in hi s college yea rs.

M I T i n 19 6 2 . S p a c e w a r w a s

r e g a r d e d b y S t e w a r t B r a n d a s “ b e y o n d p s y c h e d e l i c s ”;

Had

B r a n d d e s c r i b e d t h e p e o p l e p l a y i n g i t a s “a b s o l u t e l y out of t he i r bod i es ...l i ke t hey we re i n a not he r wo rl d.

corporate

America.

Bushnell

wa s

for

A l c o r n’s a pproach

Jobs would not have been able,

the first commercia lly via b le video ga me, securing in

been

and

to organi sational culture,

Bu s hnell tried to emulate thi s and would make Pong place

not

free - s pirited

O n c e y o u e x p e r i e n c e d t h i s n o t h i n g e l s e w o u l d d o”.

his

it

Bushnell

with

a ppea ra nce,

a

his to

unkempt become

pa r t of corporate America.

vetera n of the ea sy- going free - s pirited beatnik a nd hi pp ie movement a nd the Ata ri of fices wou ld reflect t h a t.

The s ma ll role he played in the com pa ny put him in a pos ition where he could obser ve these men who s hared hi s values be succes sful within the ver y establi s hment t h a t t h e i r c u l t u r e p r e a c h e d a g a i n s t.

Du ring hi s em p loyment with Ata ri, Job s wou ld travel bet ween the All One Farm and hi s of fice, juggling t wo socia l fra meworks that were dia metric oppos ites , des pite the s im ila r background s of hi s bos ses.

Job s’ stint at Ata ri wa s facilitated by Alcorn a nd B u s h n e l l ’s e a g e r n e s s t o i n d u l g e t h e i r m e m o r y o f t h e h i p p i e m o v e m e n t e m b o d i e d b y 18 - y e a r o l d S t e v e . J o b s ’ unju stified belief that hi s fruitarian diet eliminated hi s body odour led to seriou s cla s hes bet ween him and hi s co -workers. Other em ployees’ com pla int s led B u s hnell t o m o v e J o b s t o t h e n i g h - s h i f t.

I n t h i s n ew p o s it i o n Jo b s w i l l m o s t ly wo rk by h i m s e l f, s urrounded by the electrica l eq uipment neces sa r y for t h e l a t e r p r o d u c t i o n o f A p p l e 1.

Ata ri of fered a level of flexib ilit y that a llowed Job s to t r a v e l , f o l l o w i n g F r i e d l a n d ’s m o d e l , a n d s o h e w e n t t o India in sea rch of a Guru. Alcorn pa id a pa r t of Jobs’ travel expen ses a nd welcomed him back on hi s return.

42

At ar i N ig h t- s h if t - Atari N egot Night iat ing -shif id teologic al posit ion Los Altos , Califor nia

1974 Ata ri wou ld a l so s er ve a s a cata lyst s u ppor ting the w o r k r e l a t i o n s h i p b e t w e e n J o b s a n d W o z n i a k . Ta s k e d with the development of a predeces sor to Pong, Jobs co nv i n ce d Woz n i a k to p a r t i c i p a te.

A l t h o u g h e m p l o y e d b y H P, W o z n i a k j o i n e d J o b s o n the nig ht- s hif t a nd the t wo a s s emb led the electronic s t o g e t h e r. J o b s e n f o r c e d a 4 d a y d e a d l i n e w i t h t h e intention of being able to join Friedland for the apple har vest on the All One Farm.

Bet ween the night s hif t at the of fice and the apple farm,

Jobs

spent

his

life

in

ideologically

oppos ite

world s. Although B u s hnell and Alcorn s hared a common cou nter- cu ltu ra l ba ckg rou nd , the p ra g mati s m of thei r bu s ines s model wa s cla s hing with the ideali stic hippie at titu d e that u nd erl i ned l ife on the com mu ne.

Jobs’

commitment

to

the

lifest yle

he

had

chosen

gradua lly bega n to be weakened by the a bs ence from the All One Farm of the great notions that underscored l i f e a t A r c o s a n t i , t h e L a m a F o u n d a t i o n a n d D r o p C i t y, by the tem ptation of fina ncia l rewa rd s at Ata ri a nd b y F r i e d l a n d ’s d i c t a t o r i a l , p r o f i t - d r i v e n a n d c u l t - l i k e at titude toward s hi s followers.

The inner struggle cau sed by Jobs having to chose bet ween one of thes e t wo s paces (the of fice or the c o m m u n e) h i g h l i g h t s a c u l t u r a l d i c h o t o m y t h a t n e e d e d to be resolved.

As a res ult of Jobs’ interaction with the culture found in these t wo a rchitectures , hi s persona l philosophy ca me to reflect the resourcefulnes s a nd s ponta neit y o f t h e h i p p i e c o m m u n e , F r i e d l a n d ’s o p p o r t u n i s m a n d expediency a nd the rigour of the America n corporate world.

In the creation of Apple and the launch of Apple , all these tra it s ca me to be ma nifested in a new s pace, quintes sential to defining the future of

S i l i c o n Va l l e y

a nd tech nolog ica l entrep reneu r s h i p.

Whether

i t ’s

throug h

Jobs,

Gates

or

Bezos

the

a ma l ga mation of cou nter- cu ltu re a nd b u s i nes s a cu men i s now here bet ter exp res s ed tha n the ga ra g e.

43

Chapt er 0 6 The garage Los Altos, Califor nia

1974 - 1976

What

was

Steve

Jobs

listening

to:

J I MI HEN D R I X

PAUL BUT T ER FI EL D BL UES BA N D

CROSBY STIL L S N A S H & YO UN G

BL O O D S W EAT & T EA R S

BL O O D S W EAT & T EA R S

S HA N A N A

The shared jour ney of Steve Jobs and the Mer ry Pranksters Culminating in New Yor k and releasing Apple 1

J ob s’ L oc a t i on

B ill G a t e s & M ic ro s o f t

Me r r y P ra n k st e r s ‘ 6 3 F ur t h u r Tr ip

M e r r y P ra n ks t e r s ‘ 6 9 t r ip t o Wo o ds t o c k

M

Ze n a n d t h e A r t of Mot orc yc l e M a i n t e n a n c e

Born October 28, 1955

1972

1955 1961

17 Apr 1977 Op

en

Let

1975 F i r s t M i c r o s o ft o ffi c e

ter

to H obb yi

sts

1963: Merry Pranksters meeting Timothy Leary:

1973 - 1975 Harvard College

Millbrook estate: Psychedelic sessions

28 Aug 1976 A p p l e 1 release

T h e g arag e - HThe omebrew garageComput er Club Los Altos, Califor nia

1975 On

Ma rch

5,

environment values

of

19 75

Woz n i a k

constructed the

hippie

wa s

from

introduced

the

m o v e m e n t.

to

an

cou nter- cu ltu ra l The

Homebrew

Club would of fer a plat form of technological and ideological exchange ins pired by the commune - driven sea rch for tool s of persona l a nd collective liberation.

Le a r y , Bra n d , Kesey , Wolfe and t he St ew art B rand : W hol e Earth C at al og: Pra n k st e r s: I n t h e S i x t i e s a n d e a r l y S e v e n t i e s B r a n d ’s “a c c e s s t o t o o l s ” m a n t r a w o u l d b e c o m e a persona l com puters were ga rnering interest only from

centra l driving force connecting a series of event s

h o b b y i s t s a n d h a c k e r s . H o w e v e r, t h e s e g r o u p s w e r e

w h i c h wo u l d s et t h e g ro u n d wo rk fo r Jo b s a n d Woz n i a k

of ten a par t of the hippie movement s pearheaded

t o a d v e r t i s e t h e i r f i r s t p r o d u c t.

by the men mentioned a bove.

By the end of the S ix ties the much - u sed LS D wa s outlawed,

its

consumption

becoming

an

act

Port ol a Insti t ut e:

of

Following the example set by

t h e L a m a F o u n d a t i o n’s p u b l i c a t i o n o f b o o k s ( B e H e r e

rebellion. By a s sociating LS D and technology the

Now a nd the Dome Cookbook), the Por tola In stitute

Pra nksters created a n ideologica l pos ition on which

first publi s hed the Whole Ear th Catalog, and then

the nex t g eneration of rebel s wa s to o perate. T he

l a u n c h e d t h e P e o p l e C o m p u t e r C o m p a n y.

establi s hment wa s inter fering with their free - s pirited d rug i nd u l g i ng s tatu s; therefore, the youth wou ld have to strike back in retaliation.

The Homebrew C omputer C l ub : W i t h t h e m o t t o : “C o m p u t e r p o w e r t o t h e p e o p l e”,

O n c e L e a r y, B r a n d , K e s e y, W o l f e a n d t h e r e s t w o u l d star t

learning

about

the

new

technology

The People Computer Company soon became known

their

a s the Homeb rew Com puter Cl ub. In one of the ver y

di scourses would sta r t to draw connection s bet ween

first ga ra ge meeting s B ob Albrecht broug ht the Alta ir

L S D a nd computers: “ the new bra in - cha nging drug

to the Club

o f t h e t i m e s .” ( L e a r y) .

In

order

to

dispel

the

Or wellian

A l b rec ht,

connotations

a s s o c i a t e d w i t h t e c h n o l o g y, L e a r y a n d t h e P r a n k s t e r s

would

become

an

instrument

The Al tai r:

W o z n i a k ’s n e w t a k e o n t h e p e r s o n a l as

being

composed

for

of his

wor th 495$, it cons i sted of a kit of

the first such languages and the Homebrew Computer

par ticipation in the Homebrew Club with

hi stor y

Catalog

B ill Gates and Paul Allen had star ted writing one of

the overcom plicated dia l s. Hi s him

early

com ma nd s f rom a p rog ra m m i ng la ng ua g e.

screen, got rid of the chunkines s

filled

the

B r a n d ’s

electronic pa r t s which once a s s emb led could receive

of a ce nt ra l u n it, a keyb oa rd a n d of

in

to

expand consciou s nes s and awarenes s. c o m p u t e r,

figure credits

W h o l e E a r t h C a t a l o g . I w a n t e d t o g i v e a w a y i d e a s ”.

t h ey d i d t ha t by c l a i m i n g t ha t, j u s t l i ke p syc h e d e l i c s , computer

key

i nteres t i n the cl u b: “I wa s hea vi ly i nf l u enced by the

had to cha nge their followers’ perception of it a nd the

a

m icrocom puters ,

Cl ub wa s accu s ed by the t wo that they stole their

cou nter- cu ltu ra l

sof t wa re.

na iveté. T he too l s ha ri ng etho s of B r a n d ’s C a t a l o g w a s f r e s h i n h i s

I n s p i r e d b y t h e A l t a i r, W o z n i a k s k e t c h e d t h e c o n c e p t

m ind, a nd he wa nted hi s product

which would later res ult in the first Apple product

t o b e o f f e r e d f r e e o f c o s t.

( M a n e s , S . 19 9 4 ) .

At t h i s p o i nt, a s a cy n i ca l vete ra n of t h e m ove m e nt i nf l u e n ce d by Friedla nd, Jobs saw the profit pos s ib ilities. As he had previou s ly done with the B lue B ox , Jobs sta r ted the proces s of tra n sform ing w h a t w a s s u p p o s e d t o b e l i b e r a t i n g t e c h n o l o g y i n t o p r o f i t.

48

T h e g arag e -The Thegarage R elease of Apple 1 Los Altos, Califor nia

1976 A i m i n g a t g a i n i n g m o n e y, J o b s p u s h e d W o z n i a k a w a y f r o m t h e “G i v e t o h e l p o t h e r s ” m a n t r a o f t h e C l u b . I n o r d e r t o acquire the neces sar y par ts , he symbolically sold out hi s c o n n e c t i o n t o t h e M o v e m e n t. T h a t i s t o s a y t h a t , i n o r d e r t o a c c u m u l a t e a s t a r t i n g c a p i t a l , h e s o l d h i s Vo l k s w a g e n v a n , a s ta p l e of the H i p p i e cu ltu re.

H e n r y F o rd :

Growing up in the America n s uburbs ,

W i t h F o r d ’s m o d e l i n m i n d , a

Jobs wa s aware of how one individual could change

first client secured, and a loan

the culture throug h hi s product s;

in

place,

Jobs

tra n sformed

h i s p a r e n t ’s g a r a g e i n t o a n a s s em b ly l i ne.

Ford created both product s a nd the need for a n expa nded infra structure, which in time led to the uniformit y and stabilit y that Jobs grew up in.

The Apple 1 wa s put together b y f r i e n d s a n d f a m i l y, w h i c h

Although,

as

part

of

the

cou nter- cu ltu re,

Jobs

made it truly a product of

r e b e l l e d a g a i n s t c a p i t a l i s t A m e r i c a n c o n f o r m i t y, t h e

the cu ltu re. T he f i n i s hed item

flexib ilit y of hi s mind fra me, which he pa r tly derived

i n c l u d e d a M O S Te c h n o l o g y

from hi s pa st interaction s with the likes of Friedla nd,

6502

allowed him to see the benefits of ma s s a s sembled

RAM,

p r o d u c t s i n t h e m o d e l s e t b y F o r d . ( F o u s t , J . C . 19 9 7 ) .

1M H z

p r o c e s s o r,

4 0 x24 - pixel

8KB

gra phics

and a built- in video terminal.

The ba se wa s of ten made of ply wood. B uyers would have to b u y t h e r e s t o f t h e c o m p o n e n t s s e p a r a t e l y, s u c h a s a c a s e , k e y b o a r d a n d v i d e o m o n i t o r.

I n 19 76 T h e J o b s f a m i l y g a r a g e b e c a m e a s p a t i a l j u n c t u r e , a genuine merger of cla s hing cultures. The amalgamation of ca pita li st ventures , cultura l s hif t s , rebellion, protest s , consumerism

and

non - conformism

culminated

with

the

ma nufacturing of a product that would go on to cha nge the world.

Jobs’ role in the democrati sation of technology ca n sca rcely be exaggerated, but hi s exploit s were clea rly determined by h i s ba ckg rou nd a nd h i s expo s u re to a cer ta i n cu ltu re.

It may be stated that the pa r t he played con s i sted in bringing together the idea s he glea ned from a great ma ny pa r ticipa nt s in the hippie movement a nd tra n s lating them i nto a p hys i ca l p ro d u ct, rea dy to b e s o l d. L i ke h i m , A l co r n , B u s hnell, Gates and the others built their bu s ines ses on the i d e o l o g i c a l g r o u n d w o r k l a i d b y L e a r y, K e s e y, F r i e d l a n d a n d Ram Dass.

Tr a c i n g

Jobs’

formative

jou rney

ser ves

to

highlight

the

i d e o l o g i c a l c o n n e c t i o n n o d e s a n d t h e i r s p a t i a l p l a c e m e n t.

Government

agencies,

corporate

of fices,

communes,

ca m pu s es a nd s ubu rba n ga ra ges – they were a ll vested with ideological s ignificance which gave impetu s to individual ef for t and oppor tunit y seeking.

49

Conc lusion Parad ise Lost “ F or t h Ea r t h

re a c h i n g felt

Si g h i n g

the

to

t h roug h

T h a t a l l w a s l ost”

the

F r u it ,

Wo u n d, a ll

she

and

her

p lu c k’ d,

N a t u re

Wo r ks

gave

f ro m s ig n s

she

eat:

her

seat

of

wo e ,

- Paradi s e L os t , J ohn Mi l t on

A s a c h i l d of h i s t i m e , J o b s f a ile d t o ke e p h is s u bu r ba n in n o c e n c e w h e n f a c e d w i t h l i m it a t io n s a n d t e mpt a t io n . B u t s u b u r ba n c on f or m i st i n n oc e n c e is n o t a v a lu e o f t h e c o u n t e r - c u lt u re .

Exp e r i m e n t a t i on , l i b e ra t io n , f re e - s p ir it e d ma n if e s t a t io n s a n d i n sub ord i n a t i on a re . J o b s ma n if e s t e d s o me o f t h e c o n t ra dic t o r y h i p p i e v a l ue s a t t h e e x pe n s e o f o t h e r s . H im de c idin g t o s e ll Wozn i a k ’ s p rod uc t s we n t a g a in s t B ra n d’ s Ca t a lo g’ s c o mmu n a l e t h os b ut i t w a s sup p o r t e d b y t h e h a c kin g e t h ic o f t h e t ime .

A p p l e 1 h e l p e d p us h t e c h n o lo g y a c c e s s pa s t h o b by is t s a n d h a c ke r s t o t h e un i n i tia t e d.

J o b s’ op p or t un i sm , arg u a bly le a r n e d f ro m F r ie dla n d, p re c e de s b ot h . T h e We st C oa s t c u lt iv a t e d J o b s’ in div idu a lit y wit h t h e sa m e a t t e n t i on t h a t he de p lo y e d in p r u n in g t h e a pple t re e s . B y a l l ow i n g J ob s t o b e a p a r t o f it s c u lt u re , Ca lif o r n ia c la ime d it s d ue , i t e xp l oi t e d J ob s’ in n o c e n c e a s mu c h a s J o b s e x plo it e d C a l i f or n i a .

C a l i f or n i a ’ s c h a r m s lu re d in t h e f u r t ra ppe r, t h e G o ld R u s h e r p i on e e r, t h e p syc h e de lic in du lg e r a n d t h e “ba c k- t o - t h e - la n d” a d v e n t ure r. I t i n st i l s it s ide o lo g y o n t h o s e wh o pa r t a ke in it s c ul t ure of f e r i n g t h e p ro mis e o f n e v e r - e n din g in n o v a t io n , bu t it n e v e r re v e a l s t h e c o s t.

O ut si d e the

C a l i f or n i a ,

a c t ua l

villains

J o bs’ of

c re a t io n

the

be c a me

c o u n t e r - c u lt u ra l

t r ib u t a r y

n a r ra t iv e :

to the

un t r ust w or t h y gov e r n me n t , t h e c o n f o r mis m it t r ie d t o de n o u n c e a n d t h e e n c l ose d f ra me s it t r ie d t o b re a k.

J ust l i ke t h e f re e -sp ir it e d c o mmu n e s in f lu e n c e d J o b s t o g iv e p e op l e “a c c e ss t o t o o ls” , t h e F o x c o n n f a c t o r ie s c a r r y t h e i d e ol og y

of

a ut h or it y.

G o v e r n me n t

- s u ppo r t e d

c o r po ra t e

e xp l oi t a t i on sub v e r t s t h e f re e - s pir it e d ma n if e s t a t io n o f n o n c on f or m i sm .

A p p l e w i l l on l y b e t r u e t o it s re b e llio u s be g in n in g s wh e n t h e c oun t e r -c ul t ure t h a t b u ilt it re a c h e s t h e p e r s e c u t e d, wh e n the

i d e ol ogy

c on t a in e d

wit h in

the

de v ic e s

s u p po r t s

the

i n d i v i d ua l i t y of t h e dis e n f ra n c h is e d. T h e n , t h e f a c t o r y wo r ke r s w i l l b e l i b e ra t e d b y a n d f ro m t h e p ro du c t s t h e y a s s e mb le d, a s t h e i d e ol og y c a r r ie d b y t h e o bje c t will p re v a il o v e r t h e i d e ol og y of t h e l a n d.

50

Conc lusion T h e n ex t Apple prod uc t Appl e’s c ur re n t e xi st e n c e a n d i t s g l ob a l e f f e c t s la rg e ly c o n t ra dic t t h e n o n - c o n f o r mis m e mb ra ced

by J o bs. A l t h ough A p p l e w a s b ui l t b y in div idu a lit y , it is in div idu a lit y n o w t h a t s u f f e r s . T h e next step fo r A p p l e w oul d b e a re t ur n t o t h e 6 0 s , a re v o lu t io n a g a in s t c o n f o r mis m. T h e c o n s u merist trui sms are h e re t o st a y: i t s c a p i t a l i st dr iv e s a n d c lo s e d f ra me a re t h e re f ro m t h e v e r y be g in n i ng, but i ts supp or t of i n d i v i d ua l i t y h a s l e s s e n e d.

J o bs’ cre a t i on n ow op p re sse s t h e pe o p le wh o ma n u f a c t u re t h e pro du c t s , wh ils t pro mis in g a stabl e, alb e i t m e a gre , p a y-c h e c k . H o we v e r, t h e c o lla p s e o f t h e c o n f o r mis t s y s t e m t h a t c u r re nt ly suppo rts i t w oul d m e a n t h e c ol l a p se o f A p ple a s a wh o le . I n t h e a b s e n c e o f A pple , t h e wo r kers wo ul d o n l y b e c oe rc e d i n a n e w e xp lo it a ble p o s it io n b y t h e ir g o v e r n in g a u t h o r it y.

Appl e n ee d s t o b e l e ss re l i a n t on t e dio u s la b o u r, it s p ro du c t io n n e e ds t o be c o me a u t o ma t e d , it needs to e m b ra c e Bra n d’ s v i si on of a libe ra t in g t o o l t h a t wo u ld ma ke o n e s e lf - s u f f ic ie n t , f reed fro m go ve r n m e n t i n t r usi on .

J u s t h ow Bra n d’s C a t a l og b o l s te re d t h e “ b a c k- to - t h e - l a n d ” et h o s o f t h e h i p p i e c o m m u n e, A p p l e p ro d u c t s n e e d to h a ve t h e s a m e l i b e ra t i n g e f f e c t o n t h e s p a c e s i n w h i c h t h ey o p e ra te.

T h e fa c to r y wo r ke r, t h e c o r p o ra te p e n c i l p u s h e r, t h e 9 to 5 e r n e e d s to b e i n t h e s a m e m e nta l s ta te a s t h e o p p o r t u n i s t h i p p i e, a s a yo u n g S teve J o b s m a r ve l l i n g a t t h e W h o l e E a r t h C a ta l o g .

F o l l ow i n g Ke s ey a n d t h e M e r r y P ra n k s te r s t h e p ro d u c t s n e e d to o f f e r t h e s a m e l i b e ra t i o n a s t h e Ac i d c a r r i e d by F u r t h u r t h ro u g h t h e U S . To b e t r u e to t h e i r o r i g i n , A p p l e p ro d u c t s s h o u l d c o nvey t h e i d e o l o g y o f re b e l l i o n i n s te a d o f t h a t o f a n e n c l o s e d s y s te m . I t n e e d s to b e a s m i n d - a l te r i n g a s a h i t o f L S D. A s i t i s , t h e a s p e r s i o n s a re t r u e, t h e a p p l e i s g u i l t y. I t s s e n te n c e c a n b e c o m m u te d h oweve r, by b re a k i n g t h e c o n f o r m i s t c o nve n t i o n a n d re g a i n i n g i t s i n s o l e nt, m a l c o n te n t, d i s o b e d i e n t i n n o c e n c e.

T h e n ex t A p p l e p ro d u c t o u g ht to b e t r u e to t h e 6 0 s C a l i f o r n i a n et h o s a s ex p e r i e n c e d by J o b s ; i n a wa y, i t s h o u l d e c h o Ke s ey ’s Ac i d Te s t s . T h e n ew te c h n o l o g y, l i ke L S D, s h o u l d u s e o n e’s p a l a te a s a m e d i u m o f c o n ta c t b et we e n t h e i n d i v i d u a l a n d m i n d - a l te r i n g te c h n o l o g y.

W i l l i a m G i b s o n’s T h e P e r i p h e ra l d e s c r i b e s s u c h a d ev i c e, d ra w i n g s t ro n g c o n n e c t i o n s b et we e n t h e i d e n t i f i e d c o u n te r- c u l t u ra l m o d e l s , i n d i v i d u a l i t y a n d o p p re s s i o n . T h e n ew p ro d u c t o u g ht to c h a l l e n g e o n e’s i n d i v i d u a l i t y a n d i d e n t i t y, h i s re l a t i o n s h i p w i t h a u t h o r i ta r i a n s p a c e s a n d s y s te m s i n a m i n d - a l te r i n g “ t r i p” re m i n i s c e n t o f L e a r y, Ke s ey a n d F u r t h u r. G i b s o n i s c r i t i c a l towa rd s s i n g u l a r i t y n a r ra t i ve s ; i n h i s u n d e r s ta n d i n g , a c o n f o r m i s t d y s to p i a i s u n a vo i d a b l e, d e s p i te te c h n o l o g i c a l a d va n c e m e n t s . H oweve r, t h e c o u n te r- c u l t u re o f t h e p a s t, t h e p re s e nt a n d t h e f u t u re wa s a n d w i l l b e o n e o f m e rc u r i a l o p p o r t u n i s m a n d i n n ova t i ve s p i r i t u a l i t y.

T h e e n l i g hte n e d s ta te J o b s wa s t r y i n g to a t ta i n by f o l l ow i n g F r i e d l a n d , by re a d i n g R a m D a s s’ B e H e re N ow, t h ro u g h h i s j o u r n ey to I n d i a a n d ex p e r i e n c i n g w i t h L S D w i l l b e o f f e re d by t h e p ro d u c t o f t h e f u t u re c o u nte r- c u l t u re. R u d o l f O t to’s d e f i n i t i o n o f ex p e r i e n c i n g e n l i g hte n m e nt d e s c r i b e s t h e u n d e r s ta n d i n g o f t h e f u t u re’s s a n c t i f i e d te c h n o l o g i c a l p ro d u c t. T h e o b j e c t ’s “my s te r i u m t re m e n d u m et f a s c i n a n s” p l a c e s t h e i n d i v i d u a l i n t h e s a m e d e l i r i o u s a n d i r ra t i o n a l s ta te J o b s wa s i n b e f o re h i s d e a t h . Te r r i f y i n g a n d f a s c i n a t i n g , J o b s a l l e g e d f i n a l wo rd s : O h wow, O h wow, O h wow ! reve r t to b i b l i c a l my t h . O u t s i d e c o n c e i va b l e f ra m e s t h e c o n s u m e r w i l l ex p e r i e n c e e n l i g hte n m e n t, p a y i n g t h e p r i c e o f h a v i n g to f u n c t i o n w i t h o u t o b e d i e n t s ta b i l i t y.

The confor mist will bite the Apple and the Apple will bite back.

51

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Ca s e

S t u dy ” .

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the

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R e lia n c e

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U n iv e r s it y

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St e v e

Zom e w or k s.

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M a n e s, St e p h e n ( 1 9 9 4 ) . G a t e s : H o w M ic ro s o f t ’ s M o g u l R e i n v e n t e d a n I n du s t r y a n d M a de H ims e lf T h e R ic h e s t Man in America;

•

F oust , J a m e s C. ( 1 9 9 7 ) . “M a s s - p ro du c e d R e f o r m: H e n r y F ord ’ s D e a r b or n I n de p e n de n t ” ;

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The

Sum m e r O f L ov e , 1 9 6 7 ” N e w Yo r k D a ily N e ws , re t r ie v e d 1 5 F e b r ua r y, 2 0 2 0 ; •

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W i l l i a m s, G re g g ; M o o re , R o b ( 1 9 8 4 ) . “T h e A p ple S t o r y / P a r t 1 : Ea r l y H is t o r y ” . BY T E ( in t e r v ie w) . pp. A 6 7 ;

•

O t t o, R ud ol f ( 1 9 9 6 ) . M y s t e r iu m t re me n du m e t f a s c in a n s

Research M e t h o d

The

Statement

focus

of

Introduction

Thesis Form

Overview

Presentation wa s

The main document f ocuses on a sp ec i fi c ti m e p er i od i n

r e s e a r c h i n g i t. I t s t a r t e d o u t a s a b r o a d e r l o o k a t t h e i d e a o f

the

thesis

changed

as

the

author

Jobs’ ear ly life: f rom his being ac c ep ted at Reed C ol l ege

individualit y a s reflected by the cult- like public reception

in 1972 t o t he launch of A pple 1 i n 1976.

of S teve Jobs’ my thic persona. As he resea rched the topic,

From Individuality to

the a uthor came to see that the va stnes s of the subject

The t hesis present s a sequenc e of events m eant to

far exceeded the scope of thi s paper and that it wa s

illustrate how the count er- cu l tural m ovem ent

prefera b le to na rrow hi s investigation down, so a s to focu s

Jobs’ ideological position.

i nfor m ed

o n t h e - f o r m a t i v e p e r i o d 19 7 2 t o 19 76 , a s s e e n t h r o u g h t h e l e n s o f c o u n t e r - c u l t u r e a n d S t e v e J o b’s p l a c e w i t h i n i t a s a n

These inf luences t ake cent ral stage and refer b ac k to a

individual.

cont inuous feedback look bet w een the p ar ti c i p ants.

The research w or k st a r t e d b y l ook i n g a t t h e ps y c h o lo g ic a l

. Res ea rching thi s thes i s wa s a jou rney of d i scover y that

The info- graph illustrates these c onnec ti ons i n order to of fer

u nderstan di n g o f i n d i v i d ua l i t y a n d i t s c ul t ura l ma n if e s t a t io n

ca rried the a uthor throug h ma ny of the cultura l s hif t s

a better understanding of t h e i deol ogi c al i nter rel ati ons

thro ugh archi tec t ure a n d t e c h n ol og y.

occurring during the Fif ties , S ix ties a nd Seventies on the

between individuals and cult ure.

Counter Culture

A m e r i ca n We s t Coa s t, w it h a v i ew to

draw connection s

Fro m the start, St e v e J ob s w a s t h e c h o s e n in div idu a l

bet ween cou nter- cu ltu ra l a rchet ypes a nd Job s’ po s ition i n

a ro und w h o m the re se a rc h w or k w a s t o b e c e n t re d. T h e

t h i s c u l t u r a l t e r r i t o r y.

consumeri st asp e c t of J ob s’ l e ga c y re q ui re d a n e x t e n de d u nderstan di n g of t h e m od e l s h e f ol l ow e d a nd t h e c o n t e x t

The information s election proces s a imed at a n swering one

in wh i ch he o pe ra t e d .

overa rching question:

To better unde r st a n d t h i s i d e ol ogi c a l gro u n dwo r k, t h e

magnates.

What was Jobs exposed to from an ideological, ethical and cultural standpoint?

H en ry F o rd serv e d a s t h e st a r t i n g p oi n t , a s h is pro du c t s

I n o r d e r t o z o o m i n o n t h e a n s w e r, t h e a u t h o r s t u d i e d b o t h

were amo ng th e f i r st t o se t a c a p i t a l i st a n d c o n f o r mis t

p r i m a r y a n d s e c o n d a r y s o u r c e s . A m o n g t h e f o r m e r, t h e r e i s

cul tural

and

a s e l e c t i o n m e d i a p i e c e s (a l b u m a n d b o o k c o v e r s f r o m t h e

pushi n g unsustai n a b l e c on sum e r i st b e h a v i o u r s a n d s o c ia l

period) with the aim to highlight the ideology contained

u nbal ance.

therein, a s well a s the memoirs of the people who lived in

Hippie Commune of the 1960s and the S um m er of

h i p p i e c o m m u n e s , m u c h l i k e S t e v e J o b s h i m s e l f. T h e m o s t

Love;

re search l o o ked a t t h e d e c a d e s p re c e d i n g J o bs ’ b ir t h , s o a s to un derstand t h e i m p a c t of i n d ust r i a l i sts a n d b u s in e s s

framewor k

changing

the

ur b an

g ra in

In thi s co n text, som e of t h e p e op l e J ob s lo o ke d u p t o

s i g n i f i c a n t e v e n t s t h a t o c c u r r e d d u r i n g J o b’s f o r m a t i v e

embraced th e c oun t e r -c ul t ura l i d e ol og y wit h s in c e r it y ,

yea rs , a s recorded by hi s b iogra phers , a s well a s hi s own

wh i l e o th ers were q ui t e h yp oc r i t i c a l .

recollection s a s glea ned from inter views a nd s peeches were

Reading List •

Leary, T. (1965). Tur n on, tune i n, drop out. Ber kel ey, Califor nia’

•

•

Cur l, John (2007). M emori es of Drop C i ty, T he Fi r st

Wolfe Tom. (1967). The E l ec tr i c Kool -Ai d Ac i d Test.

N ew Yor k ;

o f c o u r s e c e n t r a l t o t h e i n q u e s t. I n o r d e r t o u n d e r s t a n d t h e Fro m 1955 (J o bs ’ b i r t h ) t o 1 9 7 2 ( t h e re l e a s e o f A pple 1 ) ,

g e n e ra l co ntex t, t h e a ut ho r s t u d i e d wo rks of cu lt u ra l h i s to r y

the co un ter-cul t ure e xp ose d a youn g J o bs t o S t e wa r t

and economic hi stor y by a number of leading exper ts.

B rand and T i mo t h y L e a r y, t o Ke n Ke se y an d R a m D a s s , to the Grateful D e a d a n d J e f f e r son A i r p l a n e , bu t a ls o t o

The

use

of

psychedel ic

drugs

that

wa s

Ro bert F ri edl and .

commonplace in that cultura l environment in s pired the

•

Isaacson, W. (2011). St eve Job s;

•

Rabbit , Pet er (1971). Drop C i ty;

•

B rand, St ewart , (1968), W hol e Ear th C atal og 1968;

•

B aer, St eve (1970) Dome Co okb ook , L am a Foundati on;

•

S adler, Simon (2012).

famously

colour palet tes carried though the thes i s. Colour coding It w as i n th i s per i od t h a t a st ra n g e d i c h ot om y ma n if e s t e d

wa s em ployed to hig hlig ht how the culture im pacted the

in J o bs’ co n duc t w h e re b y Ea st e r n sp i r i t ua l i t y a n d t h e u s e

centra l na rrative strea m.

of psych edel i c d r ug s c l a sh e d w i t h t e c h n o lo g ic a l h ig h jacki ng and a f a sc i n a t i on w i t h t h e c h a r i s ma o f min in g

The info - gra phic s featured throug hout the pa per hig hlig ht

magnates.

the s pecific idea s related to Jobs’ formative yea rs. These

Jo bs’ peri o d o f n on c on f or m i t y a n d t h e w a y h e in t e g ra t e d

defining event s helped s uppor t the na rrative of the fina l

these co n tradi c t i on s f or m t h e f oc us of t h e th e s is .

d e s i g n p r o j e c t.

Diagram s of C ounterc ul tural

A rchit ect ure; •

M cGuir k , Just in; M cGet rick, Brendan. (2017) C al i for ni a, Designing Freedom;

- 1972 to 1976 - Redd College to Apple I -

- 1972 Robert Friedland

- 1972- Reed, Liberal Arts College -

1972 Reed College Ve g e t a r i a n

Zen

Eastern spirituality

Hare Krishna

Guru

Charlatan

Spirituality Gold Miner

LSD

Baba Ram Das: Be here now Wo n d e r s o f P s y c h e d e l i c D r u g s Shunryu Suzuki: Zen Mind, beginners mind

H a r e K r i s h n a - Te m p l e

Ve g e t a r i a n F o o d

Cutting Through Spiritual Materialism A u t o b i o g r a p h y o f a Yo g i

“ H e t u r n e d m e o n t o a d i ff e r e n t l e v e l o f c o n s c i o u s n e s s ”

Frances Moore: Diet for a Small Planet

Pruning Gravenstein Apple Trees

All One Farm Commune

Arnold Erhert: Mucusless Diet Healing System

“It was a strange thing to have one of the spiritual Just Apple and Carrot Juice

people in your young life turn out to be, symbolically

“I got and pre tty sic k o f i t”

Just Apples Extreme fasting

-

US

.”

noti great

with neat tools and fl o w i n g

almost all of

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ons

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Paul Jobs: “This is your workbench now” “My dad’s sense of design was pretty good”

nite, a n d th a

and Clara Jobs: “My parents made me feel special”

eived

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Robert’s farm, and rd for one y ha b y o ver n

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ar

th

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y

t

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th

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rm

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- 1972 Whole Earth Catalog

n

n

s

cl

ve

ve

ts

o

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Nu

rugs D c i l de e h yc s P of

Go

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a g o l d m i n e r .”

in reality:

ve ak ni

- 24 February 1955- Abandoned, Chosen, Special -

India

s u n o B

Pa

olo Soler

i

- 1973 - 18 Months College - Drop Out Interesting Classes

r in ckm ste Bu o

mp rew Comput ut b e er er b m o b C H o lu H to b” he T “ st yi

1986

5 7 9 1

-

-

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e

s

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o

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Breakthrough

de

m

sic do

- 1 9 6 6 to 1 9 7 3 Drop City

Hippie

Hippie commune

Geodesic

Domes

- 1 9 7 4 7 Months India

19

A yb

Mi Ti

Rich

m

”

-

ard

st

on

llb

on

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id

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e

ad a

Wo l f e

w

1959 - 1979 V i e t n a m Wa r

m To

y

ss

a

wh

ile h igh on LSD

W

ck

anti-war sentiment

ei

r

b

lo

ic

Wild

s / Th e G rate ful Dead

Bo

ar

er

Napalm

Cuban Missile Crisis

W

m

- C ou ntry Trip

Foolish

“Information wants to be free.”

Through his writings and his encouragement of psychedelics c o n s u m p t i o n Ke s e y h e l p e d J o b s c o n t o u r h i s u n d e r s t a n d i n g o f

- 1964 Ke n Ke s e y a n d t h e Merry Pranksters

individuality, conformity and liberation during his college years.

Timothy Leary on computers: “the new brain-changing drug of the times.”

Psychedelic culture

LSD

Hippie Counterculture

- 1972 to 1976- What / Who

Wo l f e

Leary

Ke s e y

was

Steve Jobs

Friedland

Fuller

exposed to -

Bushnell

Ram Dass

Brand

- 1964- ken kesey and the Mer ry Pranksters -

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out” rop , d

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Whole Earth Catalog Stay

t

th

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Agriculture

Harvard Psiloc

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Egalitarian

Zomes

Richard

F u r t h e r t o W o o d s t o c k N e w Yo r k

ra

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M

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New Delhi

ti t u t

Tu r i n

Germany

- 1971 - Be Here Now, Ram Dass -

- 24 February 1955- A t a r i N i g h S h i ft -

roc

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Eastern Spirituality

Collecting Key research points:

A n a l y s i s

Urban and suburban housewives respond

Escaping familial authority:

differently to distance constraints. Where the 1920s urban housewife finds herself

Synthesis Evaluation

within convenient walking distance to all

Personal enterprise, bolster by automo-

city provided necessities the 1965 sub-

bile ownership, broke Family dependency,

urbs housewife is reliant on fast and con-

p r e v i o u s l y e n f o r c e d b y p r o x i m i t y. F a m i l y

formable transportation.

values shifted as individuals changed the familial scene for the larger mobile soci-

01.

Grocery

Democratized its

impact

on

child

care,

are

wife” role became escapable as women

automo-

Introduced in 1920, the Model T became a staple of the American way of life as

As Ford introduced a new, reduced w o r k w e e k i n 1 9 2 6 : fi v e 8 - h o u r d a y s , giving a 40-hour week.

I n 1 9 1 4 h e w a s o ff e r i n g a $ 5 per day wage ($130 today), which more than doubled the rate of most of his wor kers

their

transition

minded individuals implemented new fahabits.

Ray

Kroc

popularized

fast-food and drive-through restaurants, He

is credited with "Fordism": large scale manufacturing of a ff o r d a b l e p r o d u c t s combined

feature that became synonym with city

with high wages for labourers

life and car ownership.

Drive-through New found freedom

H e d e s i g n e d a n d f a b r i c a t e d t h e fi r s t c a r a ff o r d a b l e t o m a n y b l u e c o l l a r c l a s s A m e r i c a n s

transformed automobiles in to affordable p r o d u c t s “so low in price that no man making Model T supported the expanse of the subur bs,

extended

time from one place to another business

sitioning

to affordable.

a good salary will be unable to own one.” The

individuals

cilities to accommodate these new tran-

the automobile transitioned from luxury

Fords efforts to lower manufacturing costs

Dietary habits, business practices and new urban features:

Peter Conrad

one.

J o b s

The mass-produced bile:

Ste v e J o b s

acquired the freedom to be part of larger

1908 - 1955 t o

road.

The Apple is inocent until proven guilty.

cultural scenes, beyond the domiciliary

F o r d

ety, spending more and more time on the

l i m i t s o f d o m e s t i c p r o x i m i t y. T h e “ h o u s e -

Individuality

and the urban fabric

and

all mitigated by car rides breaking the

Technology and

shopping

By 1918, half of all cars in the United States were Model Ts

cinemas

became

a

sym-

bol for new-found freedom for fresh teen aged driving license holders. A small act

Henry Ford

of rebellion against family norms, where In 1913 Ford brought the moving assembly belts into his factories, enabling tremendous production increase.

one can drive away from living room to the local cinema, away to a dark, hidden

it changed to role of women and their domestic

place

conduct, it changed dietary habits and brought

milial supervision. The freedom that was

new for ms of entertainment.

once brought by the automobile is tested

The automobile and individuality:

by new technologies. The escapist drive to

sheltered

grocery

from

shops,

authoritarian

cinemas

and

fa-

restau-

rants is exchanged by take-away, home deliveries and on-demand entertainment

Outside city limits, in the increasingly popular

suburbs , family dynamics changed

with the introduction of convenient, fast and accessible transportation.

1900: AMERICANS OWNED 8,000 CARS 1920: AMERICANS OWNED 8,000,000 CARS 1950: AMERICANS OWNED 58,000,000 CARS

A n a l y s i s Synthesis Evaluation 01.

Va l u e s a n d p r a c t i c e s W h a t d e f i n e s i n d i v i d u a l i t y. S c h o o l s of thought

C ritic is m of indiv id u al i t y

M a x S t ir n e r

James Rachels

S ø re n Kie r ke g a a rd

T he Founding Fa the rs

John De we y

E go is t A n a rc h i s m

Eth i c a l Eg o i s m

Ex is te ntia lis m

Libe ra lis m

C olle c tiv is m

E g oist A n a rch ism:

Ex i s t e nt i al i s m:

E th ica l E g oism:

L i b e ral i s m:

F o llo win g t h e ph ilo s o p h y o f M a x S t ir n e r, t h e i n d i v i d ua l d i sre ga rd s t ra dit io n a l c o de s o f b e h a v io u r, h e ig n o re s a n d d e f i e s g ov e r n m e n t , mo ra lit y a n d div in it y by s e lf - a s s e r t in g o n e s o wn w i l l ov e r t h e d e m a n d s o f o t h e r s . T h is b re a k f ro m a n e n g ra in e d s y s t e m of soc i e t a l c on d uc t i s t o e x p e dit e t h e f o r ma t io n o f n e w c o mmu n a l a ssoc i a t i on s b a se d on s h a re d a mb it io n s . ” E t h ic a l e g o is m [ . . . ] e n do r s e s s e lf is h n e s s , bu t it d oe sn ’ t e n d or se f ool i s h n e s s . ” J a m e s R a c h e l s a d v oc a t e s f o r a s e lf - c e n t re d a p pro a c h t o s o c ie t a l c h a n g e a rgui n g f or h i e ra rc h ic a l pr io r it y a s t o a dv a n c e o n e s p ro g re s s w i t h out i m p e d i n g on t h e ide o lo g ic a l ma n if e s t a t io n o f o t h e r s .

Con clu sion:

K ier kegaard’s ont ological approach invokes a cont inuous search f or personal fulfilment in the detriment of exist en t ialist perils such as anguish, despondency, embar rassment and est rangement.

Political Individualism, a manif est at ion of Enlight en ment principles represents individualist rights wit hin a societal gover n ment frame. It for m a polit ical mainframe that ensures the practice of “ ...certain unalienable rights; t hat among t hese are life, libert y, and t he pursuit of happiness...”

C ol l e c t i vi s t s:

A s a sc hool of thought collect ivist deny the existence of a “ mass as an aggregate of isolat ed unit s” . To b e part of t he “ real” one mus t adhere to a collect ive, indiv i dualism becomes an abst ract noti on void of meaning outside a l arger behavioural system. (Dew ey, 1882- 1888)

I n d iv idu a lit y a s s e r t s t h e imp o r t a n c e o f de p a r t in g f ro m c o llective, totalit arian groups and social behaviours. It builds it’s arguments on t he lack of metaphysical attach m ents b e t w e e n i n d i v i d ua l s. A s o n e c a n n o t pa r t ic ipa t e in t h e in t e lle c t u a l o r ph y s io lo gical exercise of another one must conduct himself independently f rom another. (Douglass, 1848)

A n a l y s i s Synthesis Evaluation

USA

01.

System of Inquiry Ideological architectural manifestations

A me r ic a n A r t Deco

O r ig ia n t in g in P a r is , A r t Deco took hold of t h e de s ig n o f t h e mo s t iconic A merican B u ildin g s . S ky s c ra pe r s , inf rast ructures and

How

ideological

architectural

representative

elements

influence

perceptions of ones individuality, independence

and

personal

mo v ie t h e a t re s .

G e o me t r ic dé c o r s a n d z igz ag pat ters gove r n s t h e N e w Yo r k, M ic h ig an and S an Franc is c o c it y s c a pe .

R us s i a

G e r m any

S ocialist Classicism

St ripped neoclassicism

Departing f rom “ imitat ions of t he past ” under utilit arian policies, N az i ideology de veloped major inf rast ructure project s and

Ch r y s le r B u ildin g ;

•

E mp ire S t a t e B u ildin g;

•

F is h e r B u ildin g ;

•

Ch ic a g o B o a rd o f Trade B uilding;

•

G o lde n G a t e B r idg e ;

•

H o o v e r D a m.

architect ural design follows a general de velopment plan, allotted based on the cit ies geographical dict um.

indust rial / military complexes.

“ St alin’s high- rises ”

The ver nacular demands f lat roofs, hori z ontal extensions, unifor mity and

B uilt between 1947 - 1 953:

avoid

decor. It aims t o impress through “ simplicit y, unifor mity, monument alit y, solidity and

•

B uilt on S oviet rationalist poli c i es, Russi an

et er nity,” (Hart mut , 1981).

•

Hotel Uk raina;

•

Kotelnicheskaya Embank ment Bui l ding;

•

S chwer belastungskörpe;

•

Volk shalle, also called Große Halle or Ruhmeshalle

•

K udrinskaya S quare B uilding;

•

Leningradskaya Hotel;

•

M inistry of Foreign Af f airs of Russi a;

•

M oscow St at e Universit y;

•

The Red Gat e B uilding.

A n a l y s i s Synthesis Evaluation 01.

Initial Strategy

Th e th esi s:

LIterature Review

The First Part: will f ollow a chronol ogi c al p atter n anal yse the

Wo r k a n d c o n t e n t s

impact of t he car, the t elephone and the i nter net. T hrough secondary research, it will look at how these p roduc ts i m-

Further Inquiry

pacted the design of A merican C i ti es. T hrough p r i m ar y re -

Research Analysis

search (drawings / diagrams) it w i l l anal yse and rep resent t hese changes.

The S econd Part: will build on the p revi ousl y i denti fi ed out -

01. The Car 02. The Telephone 03. The World Wide Web

comes t o speculate the impac t of future tec hnol ogi c al

Urban Analysis

04. Apple

Past Present Future

Drawings

Speculative Future Tech.

Speculative Urban Analysis

products and describe t heir imp ac t of on i ndi vi dual i ty and ur ban design.

A n a l y s i s Synthesis Evaluation 02.

What was Jobs exposed to: Late 1950s 5 years old

Early 1950s

1955 - 1960

“The age of conformity” Post war A merica: This time p er i od i s p roof of soc i al , cult ural and political unif or mity: the average Am er i c an i s expected to f ollow the Subur b an l i vi ng m odel . Infl uenc ed by popular cult ural nor ms wi th strong fam i l y val ues i n place and commonly railed ag ai nst one forei gn forc e: the Red threat of Communism.

The

Youth:

This

preselect ed

l i festyl e

w as

p resenti ng

itself as oppressing, confining and soon, i n op p osi ti on t o t he well groomed way of livi ng the young, i n the l ate 1950s and ear ly 60s were rej ec ti ng “tradi ti onal nor m s”.

S elf expression becomes an esc ap e from soc i ety as ar t becomes t he medium f or “ beatni ks”.

Standards: A male was expec ted to

go to c ol l ege, b e

employed while providing f or hi s fam i l y i n the sub -b ur b s and ret ire.

Early 1950s The Beatnik Movemnt Post war A merica: Jack Kerouac , W i l l l ai m S . Bur roughs and A llen Ginsberg, writ ers k no w n as “Beats” w ere w r i ti ng about a departure f rom conf o r m i ty and soc i al c oerc i on.

The B eatnik ideology was created i n c ontradi c ti on

w i th

t he post - Wor ld War II boomi ng ec onom y. Beatni ks saw unruly capit alism as dest ructi ve to hum an sp i r i t and disruptive to social equality.

Alle n G in s b e rg re a d in g t o a c ro w d a t Wa s h in g t o n S q u a re P a r k , Ne w Yo r k , 1 9 6 0

A n a l y s i s Synthesis Evaluation 03.

60s and 70s Hippie Movement

1967

We s t C o a s t Counter Culture

Summer of Love:

1960s - 1970s

Summer of Love: A social mani festati on that oc c ur red during

t he

summer

of

1967,

w hen

ap p rox i m ati vel y

100,000 people, most ly young p eop l e i n hi p p i e dress and behaviour, gathered in S an Franc i sc o’s nei ghb our hood of Haight - A shbury.

S AN FR A NC ISC O’S - HAIGHT-ASHB U RY

A n a l y s i s Synthesis Evaluation 03.

60s and 70s Hippie Movement

1960s

Furthur Cross-Country Trip 1960s - 1970s

A c i d Te s t s / T h e Tr i p s F e s t i v a l Kesey t ook t he gat herings t o o p en p l ac es, and p ub l i c i zed t hem with banners that read, “C an you p ass the ac i d t est? ” , and t he name was later p op ul ar i zed i n Tom Wol fe’s 1968 book , The Electric Kool- Ai d Ac i d Test.

M usical per for mances by t he Grateful Dead w ere typ i c al , alongside dar k lights, strobe lig hts, and fl uoresc ent p ai nt.

S AN FR A NC ISC O’S - HAIGHT-ASHB U RY

A n a l y s i s Synthesis Evaluation 03.

60s and 70s Hippie Movement

August 15–18, 1969

We s t C o a s t Counter Culture

Wo o d s t o c k

1960s - 1970s

Woodstock: A pivotal moment i n p op ul ar m usi c hi stor y as well as a definit ive event for the c ounter -c ul ture generation.

AUGUS T 1 5–18, 1969 B ETHEL ROC K F ESTIVAL

A n a l y s i s Synthesis Evaluation 03.

60s and 70s Hippie Movement

Steve Baer

We s t C o a s t Counter Culture

Dome

1960s - 1970s

cookbook

Steve B aer: B aer’s approach p rom oted si m p l i c i ty over complicated st rategies and s el f-suf fi c i enc y for b oth the building and the inhabitans.

Stewart Brand Whole Earth Catalog B uck minst er Fuller: “ people perc ei ved the Ear th as fl at and inf inite, and t hat was the root of al l thei r m i sb ehavi our. ”

AUGUS T 1 5–18, 1969 B ETHEL ROC K F ESTIVAL

A n a l y s i s Synthesis Evaluation 04.

60s and 70s Hippie Movement

Jobs and Friedland

Robert Friedland 1972 - 1974

Ivanhoe Mines Ltd Steve B aer:

U.S., Indonesia, South Korea, Thailand, China, Australia, Fiji, Kazakhstan,

•

S evere environment al dam age / forc ed l ab our

•

Drink ing wat er pollut ed by c op p er sul p hate

•

Sk in ir ritat ion / S af et y haz ard

•

V illagers f orcibly relocated and c onfi sc ated p rop er ty

•

Joining with a military junta that ki l l ed 10, 000 p eop l e in 1988 (t o crush a st udent up r i si ng).

•

Armenia, Angola, Sierra

Tur ned B ur ma into a vast slave l ab our c am p , as w el l as t he wor ld’s leading heroin ex p or ter.

Leone and Namibia

Burma’s largest mining investment, in a 50-50 partnership with the Burmese military dictatorship.

AUGUS T 1 5–18, 1969 B ETHEL ROC K F ESTIVAL

What was Jobs listening to: 1960s and 1970s 5 to 25 years old RI C HI E HAV E N S

Q U ILL

BE R T SO M M E R

A R L O GUT H R I E

SWE E T WAT ER

J O AN B A EZ

TI M HA RD I N

CO UNT RY J O E MCD O NAL D

RAV I SHA N KA R

S ANTANA

MELANIE

S ANTANA

What was Jobs listening to: JI M I HE N D RI X

J EF F ER S O N A I R P L ANE

PAU L BU T TE RFI E LD BLU E S BA N D

T H E B AND

C RO SBY STI LLS N A SH & Y O U N G

BLO O D SWE AT & TE A RS

BLO O D SWE AT & TE A RS

K E E F H AR TLE Y B AND

SHA NA NA

C ANNE D H E AT

GRATE F U L DEAD

TH E INC RE DIB LE S TRING B AND

GRATE F U L DEAD

M OU NTAIN

M OU NTAIN

J OH N B . S E B AS TIAN

M OU NTAIN

W ILLY AND TH E POOR B OYS

TH E W H O

S LY AND TH E FAM ILY S TONE

S LY AND TH E FAM ILY STONE

What was Jobs reading: 1960s and 1970s 5 to 25 years old RAM DASS - BE HERE NOW -

F. MOORE L APPE - DIET FOR A SMAL L PL ANET -

SHUNRYU SUZUKI - ZEN MIND, BEGINNER’S MIND -

CL AY TON M. CHRISTENSEN - THE INNOVATOR’S DIL EMMA -

CHRISTOPHER ISHERWOOD - RAMAKRISHNA AND HIS DISCIPL ES -

CHOGYAMTRUNGPA - CUT TING THROUGH SPIRITUAL MATERIAL ISM -

PARAMAHANSA YOGANANDA - AUTOBIOGRAPHY OF A YOGI -

POR TNOY’S COMPL AINT NOVEL BY PHIL IP ROTH

F. MOORE L APPE - DIET FOR A SMAL L PL ANET -

TO K I LL A M O CKI NGB I RD N O VEL BY HARPER LEE

THE ANDRO M EDA STRAI N -M I CHAEL CRI CHTO N-

RICHARD MAURICE BUCKE - COSMIC CONSCIOUSNESS -

L AMA ANAGARIKA GOVINDA - THE WAY OF THE WHITE CL OUDS -

THE AUTOBIOGRAPHY OF MAL COL M X

CL AY TON M. CHRISTENSEN - THE INNOVATOR’S DIL EMMA -

RI CHARD M AU RI CE B U CK E - CO SM I C CO NSCI O U SNESS -

Z EN AND THE AR T O F M O TO RCYCLE M AI NTENANCE - R. M . PI RSI G -

G. IVANOVICH GURDJ IEFF - MEETINGS WITH REMARKABL E MEN -

THE EL ECTRIC KOOL -AID ACID TEST TOM WOL FE

INVISIBL E CITIES - ITAL O CALVINO -

CARRIE - STEPHEN KING -

SO M ETI M ES A GREAT NO TI O N - K EN K ESEY -

WE ARE THE PEO PLE O U R PARENTS WARNED U S AGAI NST NI CHO L AS VO N HO FFM AN

-

ARNOL D EHRET MUCUSL ESS DIET HEAL ING SYSTEM -

MO UN TAI N

J O H NNY W I NT ER

J O E CO CK ER