What I learned from reading Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs by Ken Kocienda
What I learned from reading Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs by Ken Kocienda
Every day at Apple was like going to school, a design-focused, high-tech, product-creation university [0:01]
Steve Jobs was always easy to understand and utterly predictable when it came to his passion for products [2:52]
Steve’s mission and what he learned from Edwin Land [5:40]
What is was like to demo a product to Steve Jobs [10:31]
Steve Jobs believed Apple must make great software. To accomplish this Apple used a series of iterations in the form of demos [17:25]
Hack away the unessential: Steve found the demo unnecessarily complicated so he unpacked it. [19:20]
The Singleton: How a difference in thinking led to a difference in outcome [24:39]
The power of focusing on—and perfecting—one thing and one thing only. Steve Jobs had ONE priority for Safari: Speed / Vince Lombardi focused on one play: The Power Sweep. Vince Lombardi was the Steve Jobs of football coaches [29:50]
The importance of demos at Apple [37:25]
Great products make people happy. They do the opposite rarely, if at all. [40:15]
Why you should study great work from the past: Studying great work from the past provides the means of comparison and contrast and lets us tap into the collective creativity of previous generations. The past is a source of the timeless and enduring. [41:03]
Steve Jobs: Design is how it works [41:39]
More data will never be enough. You need conviction. You need a point of view [43:53]
What Creative Selection is: A Darwinian Demo Methodology [46:40]
Focus on your customers and ignore everyone else [53:40]
Steve Jobs provided his single-minded focus on making great products, and his vision motivated me. [54:25]
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