CHAPTER 1What Would Steve Do?

Innovation distinguishes between a leader and a follower.—STEVE JOBS

Innovation is Apple’s secret sauce, but cofounder and CEO Steven P. Jobs does not believe in “systems” to create innovation. Apple employees do not attend workshops to exercise their innovation muscles. You will not find Legos strewn about the Apple campus to spark innovation, nor will you see employees scouring the halls for items in a scavenger hunt as an “innovation consultant” leads them in a contrived team-building activity. In fact, Steve Jobs disdains trite exercises. “We don’t think, let’s take a class! Here are the five rules of innovation; let’s put them up all over the company!” Jobs once told Rob Walker for the New York Times. Walker ...

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