Apple Principals – Steve Jobs

There is a will, there is way.
Because the people who are crazy enough to think they can change the world, are the one who do.

1. Think Different
We’re gambling on our vision, and we would rather do that yhan make “me too” products. Let some companies do that. For us, it’s always the next dream.
We’re the group of people who were going to judge whether it was great or not. We weren’t going to go out and do the market research. We just wanted to build the best thing we clould build.

2. Insanely Great
Be a yardstick of quality. Some people aren’t used toan environment where excellence is expected.
When you’re a carpenter making a beautiful chest of drawers, you’re not giving to use a piece of plywood on the back, even though it faces the wall and nobody will ever see it. You’ll know it’s there. So you’re going to use a beautiful piece of wood on the back for you to sleep well at night.
We’re not going to be the first to this party, but we’re going to be the best.

3. Focus & Simplicity
That’s been one of my mantras – focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.
And it comes from saying no to 1,000 things to make sure we don’t get on the wrong track or try to do too much. … It’s only by saying no that you can concentrate on the things that are really important.

4. Think Global, Act Local
Apple has a core set of talents, and those talents are: We do, I think, very good hardware design; we do very good industrial design; and we write very good system and application software. And we’re really good at packaging that all together into a product. We’re the only people left in the computer industry that do that.
There’s no other company that could make a Macbook Air and the reason is that not only do we control the hardware, but we control the operating system and the hardware that allows us to do that. Ther’s no intimate interaction between Windows and a Dell notebook.

5. User Experience & Intuitive Design
You’ve got to start with the customer experience and work back toward the technology.
Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works.

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