

But I look around me and I see it isn't so.
Some people wanna fill the world with silly love songs.
And what's wrong with that?
I'd like to know, 'cause here I go again
I love you, I love you,
I love you, I love you,
I can't explain the feeling's plain to me, say can't you see?
Ah, she gave me more, she gave it all to me
Now can't you see,
What's wrong with that
I need to know, 'cause here I go again
I love you, I love you
Love doesn't come in a minute,
sometimes it doesn't come at all
I only know that when I'm in it
It isn't silly, no, it isn't silly, love isn't silly at all.
How can I tell you about my loved one?
How can I tell you about my loved one?
How can I tell you about my loved one?
(I love you)
How can I tell you about my loved one?
(I love you)

Experts--journalists, analysts, consultants, bankers, and gurus can't "do" so they "advise." They can tell you what is wrong with your product, but they cannot make a great one. They can tell you how to sell something, but they cannot sell it themselves. They can tell you how to create great teams, but they only manage a secretary. For example, the experts told us that the two biggest shortcomings of Macintosh in the mid 1980s were the lack of a daisy-wheel printer driver and Lotus 1-2-3; another advice gem from the experts was to buy Compaq. Hear what experts say, but don't always listen to them.
"Apple market research" is an oxymoron. The Apple focus group was the right hemisphere of Steve's brain talking to the left one. If you ask customers what they want, they will tell you, "Better, faster, and cheaper"--that is, better sameness, not revolutionary change. They can describe their desires only in terms of what they are already using--around the time of the introduction of Macintosh, all that people said they wanted was a better, faster, and cheaper MS-DOS machine. The richest vein for tech startups is creating the product that you want to use--that's what Steve and Woz did.
Big wins happen when you go beyond better sameness. The best daisy-wheel printer companies were introducing new fonts in more sizes. Apple introduced the next curve: laser printing. Think of ice harvesters, ice factories, and refrigerator companies. Ice 1.0, 2.0, and 3.0. Are you still harvesting ice during the winter from a frozen pond?
4. The biggest challenges beget best work
I lived in fear that Steve would tell me that I, or my work, was crap. In public. This fear was a big challenge. Competing with IBM and then Microsoft was a big challenge. Changing the world was a big challenge. I, and Apple employees before me and after me, did our best work because we had to do our best work to meet the big challenges.
Steve drove people nuts with his design demands--some shades of black weren't black enough. Mere mortals think that black is black, and that a trash can is a trash can. Steve was a perfectionist, and he was right: some people care about design and many people at least sense it. Maybe not everyone, but the important ones.
Take a look at Steve's slides. The font is 60 points. There's usually one big screenshot or graphic. Look at other tech speaker's slides--even the ones who have seen Steve in action. The font is 8 points, and there are no graphics. So many people say that Steve was the world's greatest product introduction guy. Don't you wonder why more people don't copy his style?
When Apple first shipped the iPhone there was no such thing as apps. Apps, Steve decreed, were a bad thing because you never know what they could be doing to your phone. Safari Web apps were the way to go until six months later when Steve decided, or someone convinced him, that apps were the way to go--but of course. Duh! Apple came a long way in a short time from Safari Web apps to "there's an app for that."
Woe unto you if you decide everything based on price. Even more woe unto you if you compete solely on price. Price is not all that matters--what is important, at least to some people, is value. And value takes into account training, support, and the intrinsic joy of using the best tool that's made. It's pretty safe to say that no one buys Apple products because of their low price.
Actually, Steve believed that A players hire A players--that is people who are as good as they are. I refined this slightly--my theory is that A players hire people even better than themselves. It's clear, though, that B players hire C players so they can feel superior to them, and C players hire D players. If you start hiring B players, expect what Steve called "the bozo explosion" to happen in your organization.
Steve Jobs could demo a 'Pod, 'Pad, 'Phone, and Mac two to three times a year with millions of people watching, why is it that many CEOs call on their vice president of engineering to do a product demo? Maybe it's to show that there's a team effort in play. Maybe. It's more likely that the CEO doesn't understand what his/her company is making well enough to explain it. How pathetic is that?
For all his perfectionism, Steve could ship. Maybe the product wasn't perfect every time, but it was almost always great enough to go. The lesson is that Steve wasn't tinkering for the sake of tinkering--he had a goal: shipping and achieving worldwide domination of existing markets or creation of new markets. Apple is an engineering-centric company, not a research-centric one. Which would you rather be: Apple or Xerox PARC?
12. Marketing boils down to providing unique value
Think of a two-by-two matrix. The vertical axis measures how your product differs from the competition. The horizontal axis measures the value of your product. Bottom right: valuable but not unique--you'll have to compete on price. Top left: unique but not valuable--you'll own a market that doesn't exist. Bottom left: not unique and not valuable--you're a bozo. Top right: unique and valuable--this is where you make margin, money, and history. For example, the iPod was unique and valuable because it was the only way to legally, inexpensively, and easily download music from the six biggest record labels.
it's a very tiny frog
but it's also very special
you can only find it in the jungle
so far away from me
but if you find it and if you touch it
your world can change forever
if you touch its skin
you can feel your body changing
and your vision also
and blue becomes red and red becomes blue
and your mommy suddenly becomes your daddy
and everything looks like a giant cupcake
and you keep laughing and laughing and laughing
nothing is ever quite the same really
and after you finish laughing
it's time to turn into a frog yourself
it's very funny to be a frog
you can dive into the water
and cross the rivers and the oceans
and you can jump all the time and everywhere
do you want to play with me?
we can be a whole group of friends
a whole group of frogs
jumping into the streets
jumping into the planet
climbing up the buildings
swimming in the lakes and in the bathtubs
we would be hundreds, thousands, millions
the biggest group of friends the world has ever seen
jumping and laughing forever
it would be great, right?
- Apple II - 1977
- iMac - 2003
- iBook (G4) - 2005
- MacBook (Intel) - white - 2006
- MacBook (Intel) - black - 2006
- Mac Mini (Intel) - 2006
- MacBook Pro - 2011
- iPod 3G (4 buttons + wheel) - 10GB
- iPod 3G (4 buttons + wheel) - 15GB
- iPod 3G (wheel only) - U2 Special Edition Black & Red
- iPod 4G (B/W) - 40GB
- iPod 4G (Photo) - 60GB
- iPod 5G (Video) - 80GB
- iPod 6G (Classic) - 120GB
- iPod 6G (Classic) - 160GB
- iPad2
- iPhone (Version 1) - 8GB
- iPhone 4 - 32GB
- Airport
- Wireless keyboard
- Wireless Mouse
- Might Mouse
Never knew the best was yet to come
Life began when I saw your face
And I hear your laugh like a serenade
How long do you want to be loved
Is forever enough, is forever enough
How long do you want to be loved
Is forever enough
Cause I'm never, never giving you up
I slip in bed when you're asleep
To hold you close and feel your breath on me
Tomorrow there'll be so much to do
So tonight I'll drift in a dream with you
How long do you want to be loved
Is forever enough, is forever enough
How long do you want to be loved
Is forever enough
Cause I'm never, never giving you up
As you wander through this troubled world
In search of all things beautiful
You can close your eyes when you're miles away
And hear my voice like a serenade
How long do you want to be loved
Is forever enough, is forever enough
How long do you want to be loved
Is forever enough
Cause I'm never, never giving you up
How long do you want to be loved
Is forever enough, is forever enough
How long do you want to be loved
Is forever enough
Cause I'm never, never giving you up
Is forever enough
Cause I'm never, never giving you up
Previous 10 entries...
Happy Birthday...Maybe? Aug 9, 2011Life...is love Aug 7, 2011
Happily Busy May 16, 2011
Oh lookie...I got another blog award =) May 6, 2011
A-Z Blogging Challenge: In Review & Honorable Mentions May 6, 2011
April "30th" - Letter "Z" = Zwan May 6, 2011
April "29th" - Letter "Y" = Yeah Yeah Yeahs May 5, 2011
April "28th" - Letter "X" = The xx Apr 29, 2011
April "27th" - Letter "W" = We Were Promised Jetpacks Apr 28, 2011
April "26th" - Letter "V" = Vitamin String Quartet Apr 27, 2011



