1. Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.
2. I am saddened, not by Microsoft success, I have no problem with their success, they’ve earned their success, for the most part.
I have a problem with the fact that they just make really third-rate products.
3. The reason it seems that price is all your customers care about is that you haven’t given them anything else to care about.
4. Ultimately, it comes down to taste.
It comes down to trying to expose yourself to the best things that humans have done and then try to bring those things into what you’re doing.
5. It's really hard to design products by focus groups.
A lot of times, people don't know what they want until you show it to them.
6. Details matter, it’s worth waiting to get it right.
7. 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.
8. Companies cannot really see beyond their current customer base. They explicitly or implicitly do things to protect their current customers. And the last person to want real change is your customer. That is why most new ideas come from small companies that have nothing to lose.
9. We think the Mac will sell zillions, but we didn’t build the Mac for anybody else.
We built it for ourselves.
10. We were the group of people who were going to judge whether it was great or not.
We weren’t going to go out and do market research. We just wanted to build the best thing we could build.
11. You have no business being a marketer, unless you have empathy for people you are seeking to serve.
12. Price is what you pay.
Value is what you get.
13. Their products have no spirit to them.
14. What I found when I got here was a zillion and one products.
It was amazing.
And I started to ask people, now why would I recommend a 3400 over a 4400?
When should somebody jump up to a 6500, but not a 7300?
And after three weeks, I couldn’t figure this out.
If I couldn’t figure this out… how could our customers figure this out?
15. The older I get, the more I see how much motivations matter.
The Zune was crappy because the people at Microsoft don’t really love music or art the way we do.
We won because we personally love music.
16. Thinking of product development as a series of experiments leads to stronger designs.
17. The Lisa people wanted to do something great.
And the Mac people want to do something insanely great.
The difference shows.
18. The products suck! There’s no sex in them anymore!
Tags: Product |
19. The way we’re running the company, the product design, the advertising, it all comes down to this:
Let’s make it simple. Really simple.
20. Great Marketing only makes a bad product fail faster.
21. Their products have no spirit of enlightenment about them, they are very pedestrian.
The sad part is that customers don’t have a lot of that spirit either, but the way that we’re going to ratchet up our species is to take the best and to spread it around everybody so that everybody grows up with better things and starts to understand the subtlety of these better things.
22. Don’t find customers for your products, find products for your customers.
23. If you use your money to create exceptional products and services, you won’t need to spend it on advertising.
24. Direct Marketing is measured marketing. You can measure it, you can act differently. You can see what happened on Tuesday, and change what happened on Wednesday. Brand Marketing is a Cheetos commercial. Brand Marketing is the AirBnB Logo. You can't test an AirBnB logo - It's their logo. That's the way you tell a story of who you are.