Sequencing Apple's DNA

Appendix 1Apple Genes List

The 27 genes discussed in this book are recapitulated here:

Gene AAPL001 – Accept risk, turn it into opportunity.

If you do not accept risk, then keep away from any business.

Gene AAPL002 – Have Chuztpah.

Excellence in management requires Chutzpah.

Gene AAPL003 – Product is more than product.

The design team’s objective is to come up with an “insanely great” product.

Gene AAPL004 – Turn essentials inside out.

Removing what is unnecessary is more valuable than blindly stacking functionality.

Gene AAPL005 – Product existence is by using it.

Enhancing customer experience rather than the spec. sheet.

Gene AAPL006 – Always keep the end in sight.

Polarize all developments by working toward an aim.

Gene AAPL007 – Be your own judge.

The best approach to come up with an “insanely great” product for designers is to realize the product they would have liked to buy.

Gene AAPL008 – Impose strategic rhythm to markets.

Do not become a “me-too” supplier. Anything you launch should be strategic.

Gene AAPL009 – Aim for the top.

By thinking from the top, you let others consolidate your basis – from below.

Gene AAPL010 – Anticipate.

A lower position can no longer be overcome through frontal assault on same battleground, rather by skating where the puck is going to be.

Gene AAPL011 – Select your fights.

This strategy requires patience, as the puck may move slowly.

Gene AAPL012 – See the new in the old.

A new category is formed out of blurring the divisions between old ...