What I learned from reading Jony Ive: The Genius Behind Apple's Greatest Productsby Leander Kahney.

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[4:43] Mike Ive influence on his son’s talent was purely nurturing. They were constantly keeping up a conversation about made-objects and hw they could be made better.

[6:39] I came to realize that what was really important was the care that was put into it. What I really despise is when I sense some carelessness in a product.

[9:24] Take big chances. Pursue a passion. Respect the work.

[11:47] His designs were incredibly simple and elegant. They were usually rather surprising but made complete sense once you saw them. You wondered why we had never seen such a product like that before.

[15:52] Grind it out. You can make something look like magic by going further than most reasonable people would go.

[17:34] The more I learned about this cheeky, almost rebellious company (Apple) the more it appealed to me, as it unapologetically pointed to an alternative in a complacent and creatively bankrupt industry. Apple stood for something and had a reason for being that wasn’t just about making money.

[24:06] He was completely interested in humanizing technology. What something should be was always the starting point for his designs.

[33:29] Jony was very serious about his work. He had a ferocious intensity about it.

[41:52] It is very easy to be different, but very difficult to be better.

[51:38] Jobs didn't want to compete in the broader market for personal computers. These companies competed on price, not features or ease of use. Jobs figured theirs was a race to the bottom. Instead, he argued, there was no reason that well-designed, well-made computers couldn’t command the same market share ad margins as a luxury automobile. A BMW might get you to where you are going in the same way a Chevy that costs half the price, but there will always be those who will pay for the better ride in the sexier car. Why not make only first class-products with high margins so that Apple could continue to develop even better first-class products?

[1:19:25] A great prompt for your thinking: What is your product better than? Are you just making a cheap laptop? Or are you making an iPad? Netbooks accounted for 20% of the laptop market. But Apple never seriously considered making one. “Netbooks aren’t better than anything,” Steve Jobs said at the time. “They’re just cheap laptops.” Jony proposed that the tablets in his lab could be Apple’s answer to the netbook.

[1:20:32] It’s great if you can find what you love to do. Finding it is one thing but then to be able to practice that and be preoccupied with it is another.

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