Insanely Simple: The Obsession That Drives Apple's Success

Apple encourages big thinking but small everything else.

If you want to reap the benefits of Simplicity, think big—but don’t act that way. As Steve Jobs proved, one of the most effective ways to become a big business is to maintain the culture of a small business

If everyone is busy making everything,

how can anyone perfect anything?

We start to confuse convenience with joy.

Abundance with choice.

Designing something requires focus.

The first thing we ask is:

What do we want people to feel?

Delight.

Surprise.

Love.

Connection.

Then we begin to craft around our intention.

It takes time.

There are a thousand no’s for ever... See more