4min chapter

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#235 Steve Jobs (The Pixar Story)

Founders

CHAPTER

Steve Jobs - I'm Building Pixar as a Brand

Once Steve decided what he wanted in a negotiation, he developed something akin to a religious conviction about it. In his mind, if he didn't get what he wanted, nothing else would take its place. This made Steve an incredibly strong negotiator. Pixar has to have equal branding with Disney, not just on the films, but also the merchandise you're going to make. He's going to wind up getting all this, by the way.

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