Quotes from Leander Kahney

The thing is, it's very easy to be different, but very difficult to be better.

Someone started taking notes, Steve said, 'You don't need to takes notes. If it's important, you'll remember it'.

He was completely interested in humanizing technology.

Focus means saying "no." Jobs focuses Apple's limited resources on a small number of projects it can execute well.

When you are a designer, you have to be able to convey your ideas to people who are not designers; perhaps they are financing you or going to do the production, and you have to be able to turn them on to the product and its feasibility. Jony was able to do that.

Innovation," he wrote, "is rarely about a big idea; more usually it's about a series of small ideas brought together in a new and better way.

He thought it essential for youngsters to develop tenacity "so there's never an idle moment

Marketing, after all, is really theater," Sculley wrote. "It's like staging a performance. The way to motivate people is to get them interested in your product, to entertain them, and to turn your product into an incredibly important event.

When you see the most dramatic shift is when you transition from an abstract idea to a slightly more material conversation,' Jony said.

The late eighties was a good vintage. ID was not yet fashionable so a lot of people were doing it for the right reasons - to make good design, not become stars.

Jony, too, would become a master of the approach, agreeing with Jobs's mantra: 'Simplicity is the ultimate sophistication.

Steve kept impressing on us that the design was integral to what would make us great,' said Schiller.

We are not interested in design statements. We do everything we can to simplify design.

The iPhone When we are at these early stages in design . . . often we'll talk about the story for the product—we're talking about perception. We're talking about how you feel about the product, not in a physical sense, but in a perceptual sense. —JONY IVE

nothing is left to chance; everything must be deeply considered.

following the herd was not a good thing, that it was a terrible thing to do

He hated computers having names like ZX75 and numbers of megabytes. He hated technology as it was in the 1990s.

Estou procurando um lugar que precise de muitas reformas e consertos, mas que tenha fundações sólidas. Estou disposto a demolir paredes, construir pontes e acender fogueiras. Tenho uma grande experiência, um monte de energia, um pouco dessa coisa de 'visão' e não tenho medo de começar do zero. - Steve Jobs

Sabía exactamente qué madera quería, pero no decía simplemente "Me gusta el roble" o "Me gusta el arce". Sabía que quería la madera cortada en perpendicular a los anillos del árbol, y que tenía que estar cortada en invierno, idealmente en enero, para que tuviera el mínimo contenido en savia y azucares. En las reuniones, un montón de arquitectos con el pelo canoso nos mirábamos entre nosotros y pensábamos ¡Madre mía!

team of good storytellers can fix a bad story, but a poor team cannot.

We have something really exciting for you today," said Steve Jobs on October, 23, 2001, at a special press event on Apple's campus. Jobs had asked only a few dozen journalists to a product unveiling.

He was a really energetic person and desperately keen for his son to succeed. He was simply a caring father who tried to make sure that Jony had all the best opportunities to get on as a designer.

When it came to showing models to Steve Jobs, we would select models that we ourselves thought were good,' said Satzger.

But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation.