so my binding memory of the university of pennsylvania is being introduced to philip roth and he had these people like norman mailer and other people who would come through the class and that was just fantastic. >> rose: you make your way to "time" magazine. >> yes. >> rose: and you write about steve jobs. >> actually before that, i did write about steve jobs. before that i went to detroit, for a year of battle hardening in 1979 as the automobile industry was collapsing. and it was-- and that was where, actually, i co-authored a book about the chrysler corporation and lee iacocca who was this larger-than-life figure who obviously was a house hold name 25, 30 years ago. and that was my introduction to mainstream journalism. and then i moved to california. first to los angeles. and where i found myself gravitating to northern california to do stories about all these little companies that nobody had heard of, you know, genentech was private. apple was just about public. microsoft was still private company. and i started writing about them and gradually got more interested. and then even