Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs

Collaboration: Working together well with other people and seeking to combine your complementary strengths 3. Craft: Applying skill to achieve high-quality results and always striving to do better 4. Diligence: Doing the necessary grunt work and never resorting to shortcuts or half measures 5. Decisiveness: Making tough choices and refusing to dela

“None of my inventions came by accident. I see a worthwhile need to be met and I make trial after trial until it comes. What it boils down to is one per cent inspiration and ninety-nine per cent perspiration.”

Steve figured that the best way to answer difficult questions like these was to avoid the need to ask them.

Greg often provided the insight that some difficult development path was the best way to make our products easier to use.

That explanation is too simple.

He wanted Apple products to be great, and he insisted on being involved in the process as it went along, to guide the development of the work through his reviews. That’s why I was waiting to show him my demo. He wanted to see my latest progress and then push the work toward his ideal with his feedback and suggestions. It was a

Every day at Apple was like going to school, a design-focused, high-tech, product-creation university, an immersion program where the next exam was always around the corner.

Without a person at (or near) the helm who thoroughly understands the principles and elements of Design, a company eventually runs out of reasons for design decisions . . . Without conviction, doubt creeps in. Instincts fail . . . When a company is filled with engineers, it turns to engineering to solve problems. Reduce each decision to a simple lo

Bas never expressed any disappointment over his zoom animation getting deleted either. Seeing good work wind up on the cutting room floor was part of the job.