1. Figuring out what the next big trend is tells us what we should focus on.
2. We try to focus and do very few things well.
And focusing is hard because focusing doesn’t mean saying yes, it means saying no.
So we decide not to do a lot of things so we can focus on a handful of things and do them well.
3. Apple is a $30 billion company, yet we’ve got less than 30 major products. I don’t know if that’s ever been done before.
Certainly the great consumer electronics companies of the past had thousands of products.
We tend to focus much more. 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.