Gates wrote BASIC, in an age where people scrambled to solder their own boards and connect circuitboards. Later Microsoft offered Visual Basic, including ability to design your own forms and tie-in with code and data sources.
In hindsight, we know what really worked was Windows and Office. It is a kind of luck to be so ahead of the curve, you can sort of coast, although it's a lot of hard work, somehow the right people falls in your lap as well as predatory opportunities (clone, buy and steal your competition).
While hobbyists and IBM scrambled, someone invested into the budding IBM PC-clone platform. This is business acumen fueled by superior technological vision and clarity (though at the same time blind).
Jobs had his own niche, catering more for end-UX and designers also ruthlessly, ironically.