Innovation, I Believe, Is The

Steve [jobs'] Brilliance Is His Ability To See Something And Then Understand It And Then Figure Out How To Put It Into The Context Of His Design Methodology - Everything Is Design.

I Believe That Crisis Really Tends To Help Develop The Characer Of An Organisation.

Everything At Apple Can Be Best Understood Through The Lens Of Designing. Whether It's Designing The Look And Feel Of The User Experience, Or The Industrial Design, Or The System Design, And Even Things Like How The Boards Were Laid Out.

I Wanted To Be An Industrial Designer, So I Went To Business School For That, And I Then Went On To Marketing At Interpublic Group Of Companies, Which Was One Of The First Organizations To Actually Think About Brand Marketing. I Worked On Coca Cola's Account, And Then I Was Recruited By Pepsi, And I Ended Up Being Pepsi's First Mba. I Was Called The High Wire Act Because I Was In My 20s And I Was Given Jobs Of Increasing Responsibility That I Was Totally Unqualified For.

No Great Marketing Decisions Have Ever Been Made On Qualitative Data