Insanely Simple
In the late 1970s, Jef Raskin, a pioneering technologist who was one of Apple’s earliest employees, sketched out a radical vision for the future of computing.
Computers, he argued, should work like home appliances. The ideal computer would require almost no learning curve or upkeep. You wouldn’t have to upgrade its operating system, say, or install ... See more
Computers, he argued, should work like home appliances. The ideal computer would require almost no learning curve or upkeep. You wouldn’t have to upgrade its operating system, say, or install ... See more
Why do we assume that simple is good? Because with physical products, we have to feel we can dominate them. As you bring order to complexity, you find a way to make the product defer to you. Simplicity isn’t just a visual style. It’s not just minimalism or the absence of clutter. It involves digging through the depth of the complexity. To be truly
... See moreWalter Isaacson • Steve Jobs
Jobs described Mike Markkula’s maxim that a good company must “impute”—it must convey its values and importance in everything it does, from packaging to marketing.
Walter Isaacson • Steve Jobs
The first can easily be summed up with the famous General George Patton quote I mentioned earlier: “Never tell people how to do things. Tell them what to do, and they will surprise you with their ingenuity.” The second was captured by HP's tagline of that era: “When performance is measured by results.”