Chapter 9
Optimize for Distraction
It was impossible to get a conversation going, everybody was talking too much.
—Yogi Berra
Steve Jobs built Apple into a $30 billion company with fewer than 30 major products. He was a master of focus.
He once said, “People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I’m actually as proud of many of the things we haven’t done as the things we have done.”
In my early career as a campaign planner in ad agencies, I developed hundreds of creative briefs, some of which went on to produce award-winning ads. To me, the most important part of those briefs was what ...
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