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Apple's Declaration of Values - Simplify, Perfect, Delight - John Paczkowski - News - AllThingsD
Apple's Declaration of Values - Simplify, Perfect, Delight - John Paczkowski - News - AllThingsD
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delight%2F%3Fmod%3Dfb)
Peoplethinkfocusmeanssayingyestothethingyouvegottofocuson.Butthatsnot
whatitmeansatall.Itmeanssayingnotothehundredothergoodideasthatthere
are.Youhavetopickcarefully.Imactuallyasproudofthethingswehaventdoneas
thethingsIhavedone.Innovationissayingnoto1,000things.
SteveJobs,WWDC1997
(http://allthingsd.com/files/2013/06/A_thousand_nos.jpg)ArefinedversionofOSX.A
reimaginingofiOS.NewMacBookAirs.TheMacProrecastasadiminutiveonyx
monolith.ThesewerethebigproductannouncementstocomeoutofApplesWWDC
keynote(http://allthingsd.com/20130610/liveappletalksthefutureofiososxat
developerconference/)onMonday.Buttherewasoneother,andwhilenothardwareor
software,itwasequallyimportant:Amanifesto.
LATEST VIDEO
View all videos (http://allthingsd.com/video/)
Presentedintwovideosthatbookendedthekeynoteaddress,itwasatonceamission
statement(http://www.apple.com/designedbyapple/)forthepostSteveJobseraanda
paeantotheApplecofoundersvisionforthecompany.ItsaThinkDifferentcampaign
forthenextphaseofApplesevolution,anditspeakstoApplesdriveforperfection,Jobss
wejustwanttomakegreatproductsrefrain,andhis1997observationthatinnovationis
sayingnoto1,000things.
Twoexcerpts:
Thefirstthingweaskis:Whatdowewantpeopletofeel?Delight.Surprise.
Love.Connection.Thenwebegintocraftaroundourintention.Ittakestime.
Thereareathousandnosforeveryyes.Wesimplify.Weperfect.Westart
over.Untileverythingwetouchenhanceseachlifeittouches.Onlythendowe
signourwork.
FEATURED POSTS
Thisisit.Thisiswhatmatters.Theexperienceofaproduct.Howwillitmake
someonefeel?Willitmakelifebetter?Doesitdeservetoexist?Wespendalot
oftimeonafewgreatthingsuntileveryideawetouchenhanceseachlifeit
touches.Youmayrarelylookatit,butyoullalwaysfeelit.Thisisour
signature.Anditmeanseverything.
Ambitious?Absolutely.Selfconsciouslysoulful?Sure.
ButthespotssetAppleupasacompanyonaquestforperfection.Asanswerstocritics
whoclaimithaslostitsway,andperhapsitsabilitytoinnovate,theyreprettypowerful.
Andthequestionstheyaskareunderstatedbutclearshotsatthephilosophical
underpinningsofApplesrivals.
Ifyouarebusymakingeverything,howcanyouperfectanything?
Thisiswhatmatters.Theexperienceofaproduct.Howwillitmakesomeonefeel?Will
itmakelifebetter?Doesitdeservetoexist?
DothefolksatSamsungsitaroundpuzzlingoversuchquestions?
ThetwovideosDesignedbyAppleIntentionandOurSignaturebelow.
FEATURED REVIEWS