He didn't care about employees' feelings; he only listened to their ideas and the performance of their organization (Inside Apple, nd). According to Inside Apple (nd), “Steve was a demanding perfectionist with an aggressive and demanding personality. He demanded excellence from his staff and delivered brutal criticism. Many people have accused Steve of being cruel to those who work under him (Inside Apple, nd). According to Inside Apple (nd), “his personality has been an important factor in Apple's success. He acted as if the normal rules did not apply to him, the passion, intensity and emotionality he brought to work flowed into the products he made. All of its imperfections and perfections have worked together to make Apple what it is. Despite his cruel personality, Steve Jobs motivated his employees to innovate and create new ideas (Inside Apple, nd). According to Inside Apple (nd), “Steve Jobs fits the description of transactional leadership. He directed the efforts of others through tasks and structures. Steve influenced his employees with a strong desire to work, shared his passion with staff and provided a vision. Steve Jobs was driven by his desire to create great products that he would enjoy using himself rather than products that would simply make a profit for Apple. Steve Jobs succeeded in retaining his customers. He has created excellent services for his clients (Shephyken, nd). According to Shephyken(nd), “they created a system,