One of the most fascinating books I’ve ever read is Inside Steve’s Brain by Leander Kahney. In this book, the author unpacks some of the keys to the design and marketing philosophy of Steve Jobs and Apple. Some of the chapter titles are provocative (Focus: How Saying “No” Saved Apple; Elitism: Hire Only A Players, Fire the Bozos).
Jobs was leery of trying to do too many things with Apple. In fact, when he took over Apple again in 1997 after a twelve year absence, he slashed and mothballed a lot of projects in the works. Apple was in deep trouble financially. He made the decision to focus on a few key products and make them superior to anything in the market.
“Feature creep” is the IT design practice of creating all sorts of bells and whistles for any new piece of technology, thus increasing the product’s versatility and, therefore, sales.
Steve Jobs had no patience for feature creep.
This impatience was an outgrowth of his Zen minimalism which, in design terms, meant making technology as simple and user-friendly as possible. So he and his colleagues worked painstakingly to do a few signature Apple devices extremely well. As Jobs’ famous mantra says, “Focus means saying no.”
Two summers ago, Apple passed Exxon Mobil as the most profitable corporation—at the time—in our country. Jobs really knew what he was doing.
As a musician, it’s taken me quite a few years to learn that less is more. The spaces between the notes I play are as important, sometimes more, as the notes themselves. Or, as Dan Fogelberg said as a young studio musician, “I learned that it’s not what you play, it’s what you don’t play.”
What have you been given? What do you do well? What can you pare down or eliminate to simplify and focus, bringing your contributions to a higher level of excellence?