Power Point: Steve Jobs, message master

Updated: Nov 11, 2009 4:45 AM UTC

"A key Jobs business tool is his mastery of the message. He rehearses over and over every line he and others utter in public about Apple, which authorizes only a small number of executives to speak publicly on a given topic. Key to the Jobs approach is careful consideration of what he and Apple say -- and don't say. "

--Fortune's Adam Lashinsky on Apple CEO Steve Jobs. Lashinsky's cover story, "Steve Jobs: CEO of the Decade," in the current issue of Fortune, explains how the "showman...salesman...magician...tyrannical perfectionist" redefined not just one industry, but four: movies, music, mobile phones and computing. Check out the video below for more on how Jobs did it. --Jessica Shambora

[cnnmoney-video vid=/video/technology/2009/11/04/tt_steve_jobs_apple_ceo.fortune]