The Nature Of Having Ideas And Creativity

A Beautiful Product That Doesn't Work Very Well Is Ugly.

Titles Or Organizational Structures, That’s Not The Lens Through Which We See Our Peers.

We Try To Solve Very Complicated Problems Without Letting People Know How Complicated The Problem Was.

The More I Learnt About This Cheeky - Almost Rebellious - Company, The More It Appealed To Me, As It Unapologetically Pointed To An Alternative In A Complacent And Creatively Bankrupt Industry. Apple Stood For Something And Had Reason For Being That Wasn't Just About Making Money.

The Quest For Simplicity Has To Pervade Every Part Of The Process. It Really Is Fundamental.