‎experts Are Clueless.

Innovation Has Nothing To Do With How Many R&d Dollars You Have. When Apple Came Up With The Mac, Ibm Was Spending At Least 100 Times More On R&d. It's Not About Money. It's About The People You Have, How You're Led, And How Much You Get It.

You Can't Win On Innovation Unless You Have A Way To Communicate It To Customers.

Ask For Feedback From People With Diverse Backgrounds. Each One Will Tell You One Useful Thing. If You're At The Top Of The Chain, Sometimes People Won't Give You Honest Feedback Because They're Afraid. In This Case, Disguise Yourself, Or Get Feedback From Other Sources.

We Had The Hardware Expertise, The Industrial Design Expertise And The Software Expertise, Including Itunes. One Of The Biggest Insights We Have Was That We Decided Not To Try To Manage Your Music Library On The Ipod, But To Manage It In Itunes. Other Companies Tried To Do Everything On The Device Itself And Made It So Complicated That It Was Useless.

Packaging Can Be Theater, It Can Create A Story