I recently watched a “lost interview” of Steve Jobs. The
interview was done in 1995, when Mr. Jobs was busy with his company NeXT. This
is one year before Apple purchased NeXT and Mr. Jobs returned to Apple to run
the company. It is before the iMac, the iPod, the iPhone, and the iPad.
Mr. Jobs was asked about Apple and his vision of the future.
In the interview I could see some of the natural charisma of Mr. Jobs. I could
begin to understand his focus on “content,” as he put it. I think he would say
his company and his products had to have a soul; they had to bring the best of
what humans have to offer to the table.
One comment he made that really got my attention was about
the difference between “average” and “best.” In most cases, he observed, the
difference between “average” and “best” makes at most a 2-to-1 impact. As
examples, he noted that the difference between an average taxi cab experience
and the best taxi cab experience might only get you to your destination 20%
faster. The same was true for airplane flights. Moving away from travel, we can
imagine that the “best” medical examination or treatment might increase our
life span by a few percent (excluding the times we catch something serious
early). In fact, it can be difficult to think of a true 2-to-1 multiplier
experience. Maybe when we think of retail transactions, the “best” retail
transaction experience might make us twice as likely to return to a particular
store.
However, one thing that drew Mr. Jobs to software
development was the fact that software absolutely shatters this 2-to-1
constraint. The best software, he noted, is 50 or maybe even 100 times better
than average software. Anyone who has wrestled with a bad user interface and also
experienced a good one will probably agree with this assessment. I know I do.
But this made me think, what about higher education? Is
higher education constrained by the 2-to-1 limit?
I don’t think so. I have had an average teacher in a subject
and a "best" teacher (i.e., a teaching award winner) in the same subject; and the experience with the "best" teacher was far, far more than two times better than the experience with the "average" teacher. It was better in terms of my learning and retention of the
subject matter, it was better in terms of my subsequent engagement with that
topic, and it was better in terms of my ability to apply what I had learned
later (in some cases, much later) in life. The same holds at the institutional
level. I’ve been to average schools and “best” schools. The experience at the “average”
schools was largely forgettable. The experience at the “best” schools shaped my
life.
So, we have this opportunity every day to be “average” or strive to be “best” at what we do. Which will you choose? Which would you rather be known for?