CHAPTER 10Simplicity Is the Ultimate Sophistication
The way we approach design is by trying to achieve the most with the very least. We are absolutely consumed by trying to develop a solution that is very simple, because as physical beings we understand clarity.
—JONATHAN IVE, APPLE DESIGN GURU
A simple two-by-two printed table tells you everything you need to know about how Steve Jobs creates innovative products that people love. In a 1998 Macworld presentation in New York, Jobs acknowledged that Apple had been in a death spiral one year earlier and was taking the first steps to nurse itself back to health. The prescription called for a reduction in the number of products Apple offered. Jobs outlined the strategy as follows:
When we got to ...
Get The Innovation Secrets of Steve Jobs: Insanely Different Principles for Breakthrough Success now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
