If You Are Truly Innovating, You Don't

Apple's Jony Ive Describes His "fanatical" Approach To Design In New Interview

What I Love About The Creative Process, And This May Sound Naive, But It Is This Idea That One Day There Is No Idea, And No Solution, But The Next Day There Is An Idea. I Find That Incredibly Exciting And Conceptually Actually Remarkable.

And I Said Couldn't We Be More Moderate? And He Said Why? And I Said Because I Care About The Team. And He Said, 'no Jony, You're Just Really Vain. You Just Want People To Like You. I'm Surprised At You, Because I Thought You Really Held The Work Up As The Most Important And Not How You Are Perceived By People.' People Misunderstand Steve Because He Was So Focused.

If You're Not Trying To Do Something Better, Then You're Not Focused On The Customer And You'll Miss The Possibility Of Making Your Business Great.

If Something Is Going To Be Better, It Is New, And If It's New You Are Confronting Problems And Challenges You Don't Have References For.