Why do some products, like the iPhone, turn out as well as they do? I’m now ready to offer my complete answer. It comes in three parts. The first part is the demo-making creative selection process.

My goal is to share our approach with you—to explain the way we worked. To begin this discussion, I have identified seven elements essential to Apple’s software success: Inspiration: Thinking big ideas and imagining what might be possible Collaboration: Working together well with other people and seeking to combine your complementary strengths Craf

Sometimes there were several rounds of feedback and changes over many weeks before Scott would give the approval to bring the work into Diplomacy.