I’ve wondered what it’s like to work at Apple. I’ve read articles and books about Steve Jobs and the turbulence the company experienced. Ken Kocienda developed the very iPhone keyboard and co-wrote the Safari browser. His publication, Creative Selection, is the first book that provides a view of the day. It’s filled with wisdom. All these are my learnings in the book.
There are several brainstorming sessions at Apple because ideas are tough to debate. Debating something physical is much simpler. Every person on a team generates their own solution to some problem and then presents that solution, when faced with a challenge. The ideas improve and surface through iteration and feedback. Ken calls this concept Creative Choice.

Each product should have a definition of greatness. By way of example, the email client that is very best reduces the amount of time spent processing the amount of mail.
A product’s definition of greatness. “Steve thought rate was the long-term secret to better surfing, so creating a high performance browser became our top priority, our definition for greatness.” One of the release criteria for each construct became a test called the Page Load Evaluation. In loading pages from throughout the internet, the time of Safari was quantified by the PLT. Each time an engineer committed code, the group would take it only if was PLT impartial or better.

Execute one play very nicely, all of the way to the Super Bowl. Great execution of easy things can acquire a marketplace because good execution is a real challenge. By focusing on the team on a single drama, the PowerSweep vince Lombardi took the Packers into the Superbowl in 1 from last place in the NFL season. The team executed that perform over and over again. They couldn’t defend it well, so great was the implementation Although the contest knew it was coming. I think where tech differentiation is less pronounced, this notion is getting more important in software/SaaS and implementation is a stronger differentiator.

Market attributes customers value. When Ken is assigned to the iSync group, ” he asks a friend in marketing to help him create a marketing strategy. His buddy replies,”Ken, we don’t market sync. We do not really think about it … well … a customer facing technologies ” Which technologies do you market your clients do not value? This goes straight back to beginning with all the why, why the tech things

Creative Selection supplied me a lens to the world of the consumer electronics company of our generation, and is a great read. There are insights here that can apply to many distinct businesses.