book

Sequencing Apple's DNA

by Patrick Corsi, Dominique Morin

January 2016

Intermediate to advanced

236 pages

4h 49m

English

Wiley-ISTE

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Setting a new stageWhy is this book different?Bridging an Apple capacity for craziness and design innovationHow to use this bookThe power is in the DNAHow did the authors come up with it?How is the book structured?
1.1. The gene, domain and cultural bias1.2. Nine DNA segments of rare importance
2.1. Where is the gap?2.2. Amplifying the gap and progressing2.3. The genes
3.1. Where is the gap?3.2. Amplifying the gap and progressing

4.1. Where is the gap?4.2. Amplifying the gap and progressing
5.1. The chasm5.2. Amplifying the gap and progressing
6.1. The chasm6.2. Amplifying the gap and progressing
7.1. The chasm7.2. Amplifying the gap and progressing
8.1. The chasm8.2. Amplifying the gap and progressing
9.1. The chasm9.2. Amplifying the gap9.3. Progressing the gap
10.1. The chasm10.2. Developing the chasm
11.1. Why failures?11.2. Failure dissolves in time11.3. A basket of historical failures
12.1. Commercial policy12.2. Asking customers12.3. Forecasting and strategy12.4. Grabbing a trend12.5. Communicating12.6. Getting incomparable value12.7. Making something profitable12.8. Going after the enterprise market12.9. Expenses versus returns12.10. Management to commitment to product
13.1. The chasm13.2. Amplifying the gap and progressing
14.1. The chasm14.2. Developing the chasm
15.1. The chasm15.2. Developing the chasm15.3. It’s all about perception
16.1. Taking stock of a flat list of genes16.2. Setting the stage toward a combined dynamics
17.1. Cracking open the notion of “competition”17.2. Designing an expanded understanding “competition”
18.1. Cracking open the notion of “innovation”18.2. Designing an expanded understanding of “innovation”
19.1. Tension is a co-evolving dynamic19.2. Tension is a dynamic toward futures19.3. Walking the way
20.1. The need for an innovation molecule20.2. A need to revisit risk-taking
A2.1. Software role, software people roleA2.2. Software, an immaterial productA2.3. Software development activities – the CMM modelA2.4. Software people productivity
A3.1. IntroductionA3.2. Where a Leonardo inventor and designer shows the C-K wayA3.3. Create by starting from an empty space, then connect the dotsA3.4. On the value of the analysisA3.5. Wrapping up the key elements of relevance to Apple
A4.1. Tracking dominant designs above allA4.2. Why they (still) existA4.3. Why they still work (less and less)A4.4. What would an industry breaker do?A4.5. Conclusion
A5.1. Introducing trialecticsA5.2. Using trialecticsA5.3. Operating trialectics on the concept of “Brand”A5.4. Articulating trialectics with C-K theoryA5.5. Conclusion
Books about AppleComplementary referencesSites of interestFurther readingReferences specific to Appendix 3Other references

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