What Jobs is referring to is the fundamental difference between "builders" and craftsmen, or why even though engineering builds, it is design which establishes . Essentially, products—no matter if they're technological in nature or not—do not exist in a vacuum. On the contrary, every single product worth its salt is designed to exist within a socie... See more

We are in an age of noise.

The frameworks that got us here, of jobs-to-be-done or product-market fit, will be insufficient going forward. For founders to have extraordinary outcomes, they will have to find alpha in markets that aren’t easily understood.

Which is to say, technology alone won’t be enough. The other essential ingredient will be taste.... See more

The historian David Edgerton, in his book The Shock of the Old, describes the lines along which much contemporary popular thinking about technology tends to run. Obsessions with the technological standouts of the twentieth century—flight, nuclear power, the birth control pill, the internet—are shaped by a myopic and linear view of history, one pred

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