What I Learned as a Product Designer at Apple

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.

Watch Nancy’s TEDx video that presents her sparklines analysis of how Steve Jobs introduced the iPhone. Watch for what she views as Job’s top four dramatic techniques: repeatable sound bites, shocking statistics, evocative visuals, and memorable dramatization.

Over time, Don and I began to understand and absorb the model Richard showed us. Look for ways to make quick progress. Watch for project stalls that might indicate a lack of potential. Cut corners to skip unnecessary effort. Remove distractions to focus attention where it needs to be. Start approximating your end goal as soon as possible. Maximize