In “The Manchurian Candidate,” Frank Sinatra’s character is brainwashed into calling his commanding officer “the kindest, bravest, warmest, most wonderful human being I’ve ever known in my life.”

Well, I’ve never been brainwashed – but I’d probably use the exact same words about Steve Jobs, CEO of Apple.

My Apple obsession is nothing new to anyone who knows me I’ve been a Mac user since 1994, when my family purchased our first computer – the mighty Apple Performa 476 (with a 25 MHz processor! – back when Apples were beige).

Back then, not too many people outside of education and graphic design were using Apple computers, making it very easy to fall into the “Cult of Mac” – which I promptly did. It was great using a computer that just worked, and that made sense without crazy computer code or MS-DOS prompts. I took every opportunity (and still do) to bash Windows users for their nonsensical, poorly designed computers.

Despite my youthful enthusiasm, Apple was on the ropes in the late-nineties. Don’t believe me? Just check out some of the suggestions from Wired’s 1997 cover story: “101 Ways to Save Apple: An assessment of what can be done to fix a once-great company”:

1. Admit it. You’re out of the hardware game. Outsource your hardware production, or scrap it entirely, to compete more directly with Microsoft without the liability of manufacturing boxes.

81. Merge with Sega and become a game company.

99. Reincorporate as a nonprofit research foundation. Instead of buying computers, customers would buy memberships, just as they do in the National Geographic Society. They’d receive an Apple computer as part of their membership perks. Dues would be tax-deductible. Your (eventual) profits would also be tax-exempt, and the foundation could continue its noble battle to keep Microsoft on its toes.

A eleven year old Graham Davis devoured this kind of stuff – which is probably in part why I’m doing what I am today, but should also make our current governor feel a bit less nerd-like. I think I had him beat. To prove that: I can even tell you where I was when Steve Jobs announced the original iMac (in my mom’s car on the way back from a doctor’s appointment in West Bloomfield – we were outside of the Walled Lake McDonald’s when WWJ reported the news on the radio). See?

Anyway, knowing Apple’s past makes their present successes all the more amazing – and instructive for many businesses, not just those in the computer industry. In just 14 years, Apple went from bankruptcy watch to a market capitalization of $317.6 billion – which is more than Microsoft and Intel combined. How did Apple do it? Here are a few reasons why I think Apple has been so successful:

1.    Relentless perfectionism: Apple does not sell inferior products. Period. Steve Jobs holds employees personally accountable for successes and failures – and expects results. When Apple’s MobileMe service launched in summer 2009, it was quickly criticized for a number of problems. What did Steve Jobs do? This is from a recent must-read Forbes piece:

“Steve Jobs doesn’t tolerate duds. Shortly after the launch event, he summoned the MobileMe team […] According to a participant in the meeting, Jobs walked in, clad in his trademark black mock turtleneck and blue jeans, clasped his hands together, and asked a simple question:

“Can anyone tell me what MobileMe is supposed to do?” Having received a satisfactory answer, he continued, “So why the fu*k doesn’t it do that?”

For the next half-hour Jobs berated the group. “You’ve tarnished Apple’s reputation,” he told them. “You should hate each other for having let each other down.”

Sound like fun? Probably not – but having a product flop at launch is even less fun. Apple employees are empowered to do their jobs, but are expected to perform at a top level so that the company can continue to be a world leader. Accountability at all levels keeps Apple on top of its game.

2.   Strong marketing: Apple keeps its marketing and PR folks in the loop as it designs new products, which is part of why Apple’s marketing efforts are so strong. Every new product launches with a short, simple and memorable description of what it is and how it is different from other products on the market:

Here’s how Apple launched each of these key products:

iMac: “Blows minds, not budgets.”

iPod: “1,000 songs in your pocket.”

iPhone: “The internet in your pocket.”

MacBook Air: “MacBook Air: The world’s thinnest notebook.”

App Store: “There’s an app for that.”

Each of these short descriptions clearly states how each product is positioned and how it is different from other products on the market. Apple puts nearly as much thought into how to market its products as it does in designing them.

3.   Constant innovation: Steve Jobs was not content to merely think of Apple as just a computer company when he returned to work for the company in 1997. Apple was not afraid to innovate into totally new areas of business (like the iPod and iTunes Music Store) to create a totally new market for itself rather than just following what other companies were doing. The largest computer company in 1997 – Compaq – was purchased by Hewlett Packard in 2002,  and no longer does business under its own name.

4.   Putting people first: Apple knows the greatest feature in the world means nothing if no one can use it. Apple puts usability and ease of use at the center of everything they do. The new iCloud features announced by Jobs at last week’s Apple developer conference will just work – as it should be.

Computers are tools and are means to an end – not the end itself.

In short: whatever Steve Jobs is selling, I’m buying. I can’t wait to see what Apple’s next big thing is!

P.S. – Don’t believe me? Check out Steve Jobs’ plans for a new 12,000 employee spaceship-like headquarters building Apple intends to build in Cupertino: