one of the things that really hurt apple was after i left john sculley got a very serious disease
and that disease i've seen other people get it too it's um
it's the disease of thinking that
a really great idea is ninety percent of the work
and then if you just tell your all these other people
you know here's this great idea
then of course they can go off and make it happen
and the problem with that is is that there's just a tremendous amount of craftsmanship
in in-between a great idea and a great product
and
as you evolve that great idea it changes and grows it never comes out like it starts because you learn a lot more as you get into the subtleties of it and you also find
there's tremendous tradeoffs that you have to make i mean you know there are there are just certain things you you can't make electrons do there are certain things you can't make plastic do or glass do
and and and as you get in your factories do robots do
and as you get into all these things designing a product is keeping
five thousand things in your
brain
these concepts
and fitting them all together in in in kind of
continuing to push to fit them together in new and different ways to get what you want
and every day you discover something new that is a new problem or a new opportunity to fit these things together a little differently
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