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The Innovation Secrets of Steve Jobs: Insanely Different Principles for Breakthrough Success by Carmine Gallo

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CHAPTER 11Think Differently About Design

A great piece of art is composed not just of what is in the final piece, but equally important, what is not.

—JIM COLLINS

It takes courage to be innovative, especially if you decide to eliminate clutter in favor of a focused, simple, and elegant design. In 2007, the designers at Pure Digital were courageous enough to come up with an innovative idea that would ultimately reinvigo-rate the stagnating video camcorder category. They set out to build the world’s simplest video camera. The Flip camcorder instantly became the bestselling camcorder on Amazon.com. Three years later, it retains the top spot. In fact, as of this writing, Flip camcorders make up six of the top ten bestselling digital video cameras ...

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