Shortly after Steve Jobs returned as the CEO of Apple in 1997, he met with Jony Ive, Appleâs Senior VP of industrial design.
Apple had 40 products on the market.
âJony, how many things have you said no to?â Jobs asked.
Ive was confused.
âYou have to understand,â Jobs said,
âThere are measures of focus, and one of them is how often you say no.â
âWhat focus means,â Jobs taught Ive, âis saying no to something that youâwith every bone in your bodyâthink is a phenomenal idea, and you wake up thinking about it, but you say no to it because you're focusing on something else.â
Jobs walked up to a whiteboard and drew a 2 x 2 grid. On top, he wrote âConsumerâ and âProfessional.â Down the side, âPortableâ and âDesktop.â
Four productsâmeet Appleâs new radically focused product line, Jobs said.
After that meeting, over the next two decades, Jobs and Iveâfocused on making a few high-quality products while saying no to everything elseâtransformed a dying, near-bankrupt company into one of the most valuable companies in the world, worth over $2.9 trillion.
Takeaway 1:
The philosopher Marcus Aurelius pointed out that the focus of doing less âbrings a double satisfaction.â
You get the satisfaction of having fewer things to do. AndâŚyou get the satisfaction of doing those fewer things at a higher level.
You get âto do less, better.â
During Steve Jobsâ first visit to Jony Iveâs design studio, he looked around, and then he said, âFuck, youâve not been very effective, have you?â
It was clear to Jobs that Ive was full of ideas and potential he wasnât able to execute or fulfill under Appleâs previous leadership.
In the Jobs era of âdoing less, better,â Ive was very effective.
Some products he designed include: iMac, iPod, iPhone, iPad, Apple Watch, and AirPods.
Takeaway 2:
Even though he slashed the product line down to four products, Jobs loved to have and hear ideas.
âSteve used to say to me,â Ive said, âand he used to say this a lot, âHey, Jony, hereâs a dopey idea.â And sometimes they were: really dopey. Sometimes they were truly dreadful.
But sometimes they took the air from the room, and they left us both completely silent.â
It made me think of what Jerry Seinfeld identifies as the ultimate skill of the artist: âtaste and discernment.â
âItâs one thing to create,â Seinfeld says. Itâs one thing to have ideas.
âThe other is you have to choose. âWhat are we going to do, and what are we not going to do?ââ What are we going to add to the product line, and what are we not going to add?
âThis is a gigantic aspect of [artistic] survival,â Seinfeld continues.
âItâs kind of unseenâwhatâs picked and what is discardedâbut mastering that is how you stay alive.â
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âEverything just got simpler. Thatâs been one of my mantrasâfocus and simplicity.â â Steve Jobs
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