Tools
All sorts of ways to use the machine
Stretching the product
The reflective craftsman
The inventive process was often a nonverbal one
Maybe I should sharpen soon
When our tools are broken, we feel broken
In his piece [for Time] Lev Grossman correctly noted that the iPhone did not really invent many new features, it just made those features a lot more usable. "But that's important. When our tools don't work, we tend to blame ourselves, for being too stupid or not reading the manual or having too-fat fingers...When our tools are broken, we feel broken. And when somebody fixes one, we feel a tiny bit more whole."
A minimum size to fish
There is the famous story by Eddington about some people who went fishing in the sea with a net. Upon examining the size of the fish they had caught, they decided there was a minimum size to the fish in the sea! Their conclusion arose from the tool used and not from reality.
You can almost tell which software they were designed in
Tatiana von Preussen, cofounder of London practice vPPR Architects, says that certain software comes with constraints that encourage a particular style:
“Something I’ve noticed with new buildings is that you can almost tell which software they were designed in. For instance, if you take Revit, it’s very hard to freely create non-orthogonal, non-linear geometries, and it’s very easy to create repetitive elements, so it lends itself to a particular way of building.”
So insufficiently palimpsestic
I worry that unlike Kahn's process and tools, the processes and tools we use are aimed at helping us satisfy the demand for moving fast and breaking things, not to be good, or to better ensure the doing of good work.
My son Gerrit told me about a YouTube video from a conference where the presenter asked for a show of hands from video game developers in the audience who could produce or successfully compile their own code from the previous quarter. Or from the previous year. Or from two years ago. And by that time the point had been made: nobody had their hand in the air.
The teleology of tool-building
The teleology of tool-building suggests that the real value lies in the end use of the tool, rather than in its origins
The computer creates a distance
Computer imaging tends to flatten our magnificent, multi-sensory, simultaneous and synchronic capacities of imagination by turning the design process into a passive visual manipulation, a retinal journey. The computer creates a distance between the maker and the object, whereas drawing by hand as well as working with models put the designer in a haptic contact with the object, or space.
Humble servants
Our electrical appliances should be humble servants, to be seen and heard as little as possible. They should ideally stay in the background, like a valet in the old days, that one hardly noticed. — Erwin Braun
They should accompany an individual over a long period of time without hindering or disturbing through ‘extravagant forms, loud colors or flashy proportions’.
Michaelangelo's hammer
A young man named Michelangelo stands in front of a huge granite monolith. He stands there at a time in history before the technologies that brought us the hammer and chisel have occurred. He gazes at the rock. He dreams his dream and the best that he is able to say is, What a wonderful stone you are.
…
Michaelangelo now stands in front of the same rock. Thrust into his hands are a hammer in one and a chisel in the other. He looks at his hands, at the technological tools that they hold, and gazing at the same stone, with epiphanic zeal, says I must let Moses out.
Employs nothing at all
The man of today planes to perfection a board with a planing machine in a few seconds. The man of yesterday planed a board reasonably well with a plane. Very primitive man squared a board very badly with a flint or a knife. Very primitive man employed a unit of measurement and regulating lines in order to make his task easier. The Greek, the Egyptian, Michaelangelo or Blondel employed regulating lines in order to correct their work and for the satisfaction of their artist’s sense and of their mathematical thought. The man of today employs nothing at all and the result is the boulevard Raspail.
But men live in old houses
It is not right that we should produce bad things because of a bad tool; nor is it right that we should waste our energy, our health and our courage because of a bad tool; it must be thrown away and replaced.
But men live in old houses and they have not yet thought of building houses adapted to themselves.
When Movable Type ate the blogosphere
Here’s the crux of the problem: When something is easy, people will do more of it.
When you produce your whole site by hand, from HEAD to /BODY, you begin in a world of infinite possibility. You can tailor your content exactly how you like it, and organize it in any way you please. Every design decision you make represents roughly equal work because, heck, you’ve gotta do it by hand either way. Whether it’s reverse chronological entries or a tidy table of contents. You might as well do what you want.
But once you are given a tool that operates effortlessly — but only in a certain way — every choice that deviates from the standard represents a major cost.
Movable Type didn’t just kill off blog customization.
It (and its competitors) actively killed other forms of web production.
Tools of the digital age
The myriad tools of the digital age that provide quick ways to capture words, images, and data have added to the perception that handwritten field notebooks are passé. As someone who routinely encounters objects that can speak to us over millions of years, I may have a bias towards things that have stood the test of time. That said, it is clear that there is still much to recommend preserving records and information in traditional paper field notes.
Over the course of my career, I have developed a habitual field note protocol in which a paper notebook is used both to record information and to integrate records made on standardized data sheets, in computer files, and in photographs.
On Tools
I read an article when I was very young in Scientific America. It measured the efficiency of locomotion for various species on the planet — you know, for bears and chimpanzees and raccoons and birds and fish — how many kilocalories per kilometer did they spend to move? And humans were measured too. And the condor won, it was the most efficient. And mankind, the crown of creation, came in with rather an unimpressive showing about a third of the way down the list.
But somebody there had the brilliance to test a human riding a bicycle, and it blew away the condor, all the way off the charts. And I remember this really had an impact on me, I remember thinking that humans are tool builders, and we build tools that can dramatically amplify our innate human abilities.
And to me — we actually ran an ad like this, very early at Apple — the personal computer is the bicycle of the mind. And I believe that with every bone in my body, that of all the inventions of humans, the computer is going to rank near if not at the top as history unfolds and we look back. It is the most awesome tool that we have ever invented, and I feel incredibly lucky to be at exactly the right place in Silicon Valley, at exactly the right time where this invention has taken form.
Sublime tools
Getting better at using tools comes to us, in part, when the tools challenge us, and this challenge often occurs just because the tools are not fit-for-purpose. In both creation and repair, the challenge can be met by adapting the form of a tool, or improvising with it as it is, using it in ways it was not meant for.
The all-purpose tool seems a special case. In its sheer variety, a flat-edged screwdriver admits all manner of unfathomed possibilities; it, too, can expand our skills if only our imagination rises to the occasion. Without hesitation, the flat-edged screwdriver can be described as sublime—the word sublime standing, as it does in philosophy and the arts, for the potently strange.
Resonances
The resonances arising in workmanship are often very subtle. The fact that the material itself guides the tool differently in different processes of working introduces changes in the overall relationship of curvatures. The smooth curves of surfaces approaching the edge of a jade axe that come about from innumerable abrasive particles moving against a slightly yielding and mechanically unconstrained backing would seem incongruous if other surfaces or outlines were present that had come from cleavage or from the geometric motions of a machine. These could be produced easily enough, but the eye would not establish larger resonances among them.
When all you have is a hammer
The success and spread of a particular tool – and this tool can be organizational or administrative as well as mechanical – has another consequence. Any task tends to be structured by the available tools. It can appear that the available tools represent the best or even the only way to deal with a situation.
Thus is may be wise, when communities are faced with new technological solutions to existing problems, to ask what these techniques may prevent and not only to check what the techniques promise to do.
Three Perfect Tools
An Article by Tim BrayThere is a particular joy in a product that just does what you need done, in about the way you expect or (thrillingly) better, and isn’t hard to figure out, and doesn’t change unnecessarily. Here are three to learn from.
How can we develop transformative tools for thought?
A Research Paper by Andy Matuschak & Michael NielsenConventional tech industry product practice will not produce deep enough subject matter insights to create transformative tools for thought.
...The aspiration is for any team serious about making transformative tools for thought. It’s to create a culture that combines the best parts of modern product practice with the best parts of the (very different) modern research culture. You need the insight-through-making loop to operate, whereby deep, original insights about the subject feed back to change and improve the system, and changes to the system result in deep, original insights about the subject.
The tools matter and the tools don't matter - Austin Kleon
An Article by Austin KleonThough you might not think it from the comic, I’m actually sympathetic to questions about tools and process, as I myself am a kind of process junky. I love hearing about how other writers work.
I’m also not someone who dismisses questions about tools with the line “the tools don’t matter.” In fact, I think tools matter so much that if you don’t talk about them correctly you can do some damage.
...What I love about John Gardner and Lynda Barry is that they believe that the tools you use do matter, but the point, for them, is finding the proper tools that get you to a certain way of working in which you can get your conscious, mechanical mind out of the way so that your dreaming can go on, undeterred.
You have to find the right tools to help your voice sing.
So many little design helper sites!
An Article by Chris CoyierI’m sure y’all find these things just as useful as I do. They don’t make us lazy, they make us efficient. I know how to make a pattern. I know how to draw a curve with a Pen Tool. I know how to convert SVG into JSX. But using a dedicated tool makes me faster and better at it. And sometimes I don’t know how to do those things, but that doesn’t mean I can’t take advantage. Fake it ’til you make it, right?
In ways you didn't anticipate
A Quote by Patrick HebronI always have a hard time wrapping my mind around some of the classic user questions: What is this thing for, is it for novices or professionals, etc? I do my best to avoid these questions, because the best thing you can possibly accomplish as the maker of a tool is to build something that gets used in ways you didn’t anticipate. If you’re building a tool that gets used in exactly the ways that you wrote out on paper, you shot very low. You did something literal and obvious.
Forget the computer — here’s why you should write and design by hand
An Article by Herbert LuiIn the middle of the 2000s, the designers at creative consultancy Landor installed Adobe Photoshop on their computers and started using it. General manager Antonio Marazza tells author David Sax:
“Overnight, the quality of their designs seemed to decline. After a few months of this, Landor’s Milan office gave all their designers Moleskine notebooks, and banned the use of Photoshop during the first week’s work on a project. The idea was to let their initial ideas freely blossom on paper, without the inherent bias of the software, before transferring them to the computer later for fine-tuning. It was so successful, this policy remains in place today.”
Hacking is the opposite of marketing
An Article by Tom MacWrightOne of my favorite definitions of “hacking” is the creative reuse of tools for new and unexpected purposes. Hacking is using your email account as a hard drive, using your bicycle seat to open a beer, using Minecraft’s red bricks to create a calculator in the game.
The opposite of hacking is marketing. Marketing tells you that this particular non-stick pan is the pan you’ll use to make omelettes, and you’ll do it in the morning dressed in fashionable clothing in a nice kitchen. It includes a photo and inspirational copywriting to drive this home. Marketing dictates a style, context, and purpose for even the most general-purpose products. This narrative needs to be specific so that you can readily imagine it: it’s you, in an Airbnb, laughing with friends.
The return of fancy tools
An Article by Tom MacWrightTechnology is seeing a little return to complexity. Dreamweaver gave way to hand-coding websites, which is now leading into Webflow, which is a lot like Dreamweaver. Evernote give way to minimal Markdown notes, which are now becoming Notion, Coda, or Craft. Visual Studio was “disrupted” by Sublime Text and TextMate, which are now getting replaced by Visual Studio Code. JIRA was replaced by GitHub issues, which is getting outmoded by Linear. The pendulum swings back and forth, which isn’t a bad thing
René: A Product Design Tool
A ToolWeb Brutalism, seamfulness, and notion
An Essay by Brandon DornHow a tool for sensemaking reconciles two distinct software design ideologies.
- Seamful vs. seamless
- Reveling in infrastructure
- The brilliance of notion
- How our understanding is working
Steve Jobs
You'll know it's there
Jobs's father had once taught him that a drive for perfection meant caring about the craftsmanship even of the parts unseen. Jobs applied that to the layout of the circuit board inside the Apple II. He rejected the initial design because the lines were not straight enough.
In an interview a few years later, after the Macintosh came out, Jobs again reiterated that lesson from his father: "When you're a carpenter making a beautiful chest of drawers, you're not going to use a piece of plywood on the back, even though it faces the wall and nobody will ever see it. You'll know it's there, so you're going to use a beautiful piece of wood on the back. For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through."
The Apple Marketing Philosophy
Markkula wrote his principles in a one-page paper titled "The Apple Marketing Philosophy" that stressed three points.
The first was empathy, an intimate connection with the feelings of the customer: "We will truly understand their needs better than any other company."
The second was focus: "In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities."
The third and equally important principle, awkwardly named, was impute. It emphasized that people form an opinion about a company or product based on the signals that it conveys. "People DO just a book by its cover," he wrote. "We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities."
Not just in the details
There falls a shadow, as T.S. Eliot noted, between the conception and the creation. In the annals of innovation, new ideas are only part of the equation. Execution is just as important.
The improvements [over Xerox] were in not just the details but the entire concept. The mouse at Xerox PARC could not be used to drag a window around the screen. Apple's engineers devised an interface so you could not only drag windows and files around, you could even drop them into folders. The Xerox system required you to select a command in order to do anything...the Apple system transformed the desktop metaphor into virtual reality by allowing you to directly touch, manipulate, drag, and relocate things. And Apple's engineers worked in tandem with its designers to improve the desktop concept by adding delightful icons and menus that pulled down from a bar atop each window and the capability to open files and folders with a double click.
An icon is a symbol equally incomprehensible in all human languages
An icon is a symbol equally incomprehensible in all human languages. There's a reason why humans invented phonetic languages.
If it could save a person's life, would you find a way to make it faster?
"If it could save a person's life, would you find a way to shave ten seconds off the boot time?" [Jobs] asked. Kenyon allowed that he probably could. Jobs went to a whiteboard and showed that if there were five million people using the Max, and it took ten seconds extra to turn it on every day, that added up to three hundred million or so hours per year that people would save, which was the equivalent of at least one hundred lifetimes saved per year. "Larry was suitably impressed, and a few weeks later he came back and it booted up twenty-eight seconds faster," Atkinson recalled. "Steve had a way of motivating by looking at the bigger picture."
We might as well make them beautiful
The Macintosh team came to share Jobs's passion for making a great product, not just a profitable one. "Jobs thought of himself as an artist, and he encouraged the design team to think of ourselves that way too," said Hertzfeld. "The goal was never to beat the competition, or even to make a lot of money. It was the do the greatest thing possible, or even a little greater." He once took the team to see an exhibit of Tiffany glass at the Metropolitan Museum in Manhattan because he believed they could learn from Louis Tiffany's example of creating great art that could be mass-produced. Recalled Bud Tribble, "We said to ourselves, 'Hey, if we're going to make things in our lives, we might as well make them beautiful.'"
Models and iterations
Every month or so, Manock and Oyama would present a new iteration based on Jobs's previous criticisms. The latest plaster model would be dramatically unveiled, and all the previous attempts would be lined up next to it. That not only helped them gauge the design's evolution, but it prevented Jobs from insisting that one of his suggestions had been ignored.
For a computer to be friendly
Even though Steve didn't draw any of the lines, his ideas and inspiration made the design what it is. To be honest, we didn't know what it meant for a computer to be 'friendly' until Steve told us.
It's not just a little thing
At one point Kare and Atkinson complained that he was making them spend too much time on tiny little tweaks to the title bar when they had bigger things to do. Jobs erupted. "Can you imagine looking at that every day?" he shouted. "It's not just a little thing, it's something we have to do right."
Real artists sign their work
When the design was finally locked in, Jobs called the Macintosh team together for a ceremony. "Real artists sign their work," he said. So he got out a sheet of drafting paper and a Sharpie pen and had all of them sign their names. The signatures were engraved inside each Macintosh.
Whole widgets
Jobs believed that for a computer to be truly great, its hardware and its software had to be tightly linked. When a computer was open to running software that also worked on other computers, it would end up sacrificing some functionality. The best products, he believed, were "whole widgets" that were designed end-to-end, with the software closely tailored to the hardware and vice versa.
A ripple through the universe
As every day passes, the work fifty people are doing here is going to send a giant ripple through the universe. I know I might be a little hard to get along with, but this is the most fun thing I've done in my life.
Customers don't know what they want
At the end of the presentation someone asked whether he thought they should do some market research to see what customers wanted. "No," he replied, "because customers don't know what they want until we've shown them." Then he pulled out a device that was about the size of a desk diary. "Do you want to see something neat?" When he flipped it open, it turned out to be a mock-up of a computer that could fit in your lap, with a keyboard and a screen hinged together like a notebook. "This is my dream of what we will be making in the mid- to late eighties," he said. They were building a company that would invent the future.
All sorts of ways to use the machine
Jobs wanted to sell Pixar's computers to a mass market, so he had the Pixar folks open up sales offices—for which he approved the design—in major cities, on the theory that creative people would soon come up with all sorts of ways to use the machine. "My view is that people are creative animals and will figure out clever new ways to use tools that the inventor never imagined."
One keyboard at a time
His frustration with Apple was evident when he gave a talk to a Stanford Business School club at the home of a student, who asked him to sign a Macintosh keyboard. Jobs agreed to do so if he could remove the keys that had been added to the Mac after he left. He pulled out his car keys and pried off the four arrow cursor keys, which he had once banned, as well as the top row of F1, F2, F3 ... function keys. "I'm changing the world one keyboard at a time," he deadpanned. Then he signed the mutilated keyboard.
Think Different.
They debated the grammatical issue: If "different" was supposed to modify the verb "think," it should be an adverb, as in "think differently." But Jobs insisted that he wanted "different" to be used as a noun, as in "think victory" or "think beauty." Also, it echoed colloquial use, as in "think big." Jobs later explained, "We discussed whether it was correct before we ran it. It's grammatical, if you think about what we're trying to say. It's not think the same, it's think different. Think a little different, think a lot different, think different. 'Think differently' wouldn't hit the meaning for me"
Ban PowerPoints
One of the first things Jobs did during the product review process was ban PowerPoints. "I hate the way people use slide presentations instead of thinking," Jobs later recalled. "People would confront a problem by creating a presentation. I wanted them to engage, to hash things out at the table, rather than show a bunch of slides. People who know what they're talking about don't need PowerPoint."
Which ones do I tell my friends to buy?
The product review revealed how unfocused Apple had become. The company was churning out multiple versions of each product because of bureaucratic momentum and to satisfy the whims of retailers..."I had people explaining this to me for three weeks," Jobs said. "I couldn't figure it out." He finally began asking simple questions, like, "Which ones do I tell my friends to buy?"
When he couldn't get simple answers, he began slashing away at models and products. Soon he had cut 70% of them..."I came out of the meeting with people who had just gotten their products canceled and they were three feet off the ground with excitement because they finally understood where in the heck we were going."
After a few weeks Jobs finally had enough. "Stop!" he shouted at one big product strategy session. "This is crazy." He grabbed a magic marker, padded to a whiteboard, and drew a horizontal and vertical line to make a four-squared chart. "Here's what we need," he continued. Atop the two columns he wrote "Consumer" and "Pro"; he labeled the two rows "Desktop" and "Portable." Their job, he said, was to make four great products, one for each quadrant. "The room was in dumb silence," Schiller recalled.
That feeling of putting care into a product
I always understood the beauty of things made by hand. 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.
Unlike some designers, [Ive] didn't just make beautiful sketches; he also focused on how the engineering and inner components would work.
He became head of [the design department at Apple] in 1996, the year before jobs returned, but wasn't happy. Amelio had little appreciation for design.
There wasn't that feeling of putting care into a product, because we were trying to maximize the money we made. All they wanted from us designers was a model of what something was supposed to look like on the outside, and then engineers would make it as cheap as possible. I was about to quit.
To be truly simple
Why do we assume that simple is good? Because with physical products, we have to feel we can dominate them. As you bring order to complexity, you find a way to make the product defer to you. Simplicity isn't just a visual style. It's not just minimalism or the absence of clutter. It involves digging through the depth of the complexity. To be truly simple, you have to go really deep. For example, to have no screws on something you can end up having a product that is so convoluted and so complex. The better way is to go deeper with the simplicity, to understand everything about it and how it's manufactured. You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.
Total collaboration
The process of designing a product at Apple was integrally related to how it would be engineered and manufactured. Ive described one of Apple's Power Macs. "We wanted to get rid of anything other than what was absolutely essential," he said. "To do so required total collaboration between the designers, the product developers, the engineers, and the manufacturing team. We kept going back to the beginning, again and again. Do we need that part? Can we get it to perform the function of the other four parts?"
Pure and seamless
The connection between the design of a product, its essence, and its manufacturing was illustrated for Jobs and Ive when they were traveling in France and went into a kitchen supply store. Ive picked up a knife he admired, but then put it down in disappointment. Jobs did the same. "We both noticed a tiny bit of glue between the handle and the blade," Ive recalled. They talked about how the knife's good design had been ruined by the way it was manufactured. "We don't like to think of our knives as being glued together," Ive said. "Steve and I care about things like that, which ruin the purity and detract from the essence of something like a utensil, and we think alike about how products should be made to look pure and seamless."
When we make a model and realize it's rubbish
Much of the design process is a conversation, a back-and-forth as we walk around the tables and play with the models. He doesn't like to read complex drawings. He wants to see and feel a model. He's right. I get surprised when we make a model and then realize it's rubbish, even though based on the CAD renderings it looked great.
He loves coming in here because it's calm and gentle. It's a paradise if you're a visual person. There are no formal design reviews, so there are no huge decision points. Instead we can make the presentations fluid. Since we iterate every day and never have dumb-ass presentations, we don't run into major disagreements.
A ritual of unpacking
I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.
The iMac
Ive and his team worked with Apple's Korean manufacturers to perfect the process of making the cases, and they even went to a jelly bean factory to study how to make translucent colors look enticing. The cost of each case was more than $60 per unit, three times that of a regular computer case. Other companies would probably have demanded presentations and studies to show whether the translucent case would increase sales enough to justify the extra cost. Jobs asked for no such analysis.
Topping off the design was the handle nestled into the iMac. It was more playful and semiotic than it was functional. This was a desktop computer; not many people were really going to carry it it around. But as Ive later explained:
Back then, people weren't comfortable with technology. If you're scared of something, then you won't touch it. I could see my mum being scared to touch it. So I thought, if there's this handle on it, it makes a relationship possible. It's approachable. It's intuitive. It gives you permission to touch. It gives a sense of deference to you.
We'll slap a little color on this piece of junk
"The one thing Apple's providing now is leadership in colors," Gates said as he pointed to a Windows-based PC that he jokingly had painted red. "It won't take long for us to catch up with that, I don't think."
Jobs was furious, and he told a reporter that Gates, the man he had publicly decried for being completely devoid of taste, was clueless about what made the iMac so much more appealing than other computers. "The thing that our competitors are missing is they think it's about fashion, and they think it's about surface appearance," he said. "They said, We'll slap a little color on this piece of junk computer, and we'll have one, too."
The Apple Store
"Ron [Johnson] thinks we've got it all wrong. He thinks [the Apple store] should be organized not around products but instead around what people do." There was a pause, then Jobs continued. "And you know, he's right." He said they would redo the layout, even though it would likely delay the planned January rollout by three or four months. "We've only got one chance to get it right."
Jobs liked to tell the story—and he did so to his team that day—about how everything he had done correctly had required a moment when he hit the rewind button. In each case he had to rework something that he discovered was not perfect.
The iPod
Suddenly everything had fallen into place: a drive that would hold a thousand songs; and interface and scroll wheel that would let you navigate a thousand songs; a FireWire connection that could sync a thousand songs in under ten minutes; and a battery that would last through a thousand songs.
"We suddenly were looking at one another and saying, 'This is going to be so cool,'" Jobs recalled. "We knew how cool it was, because we knew how badly we each wanted one personally."
Cannibalize yourself
Like many companies, Sony worried about cannibalization. If it built a music player and service that made it easy for people to share digital songs, that might hurt sales of its record division. One of Jobs's business rules was to never be afraid of cannibalizing yourself. "If you don't cannibalize yourself, someone else will."
The job of art is to chase ugliness away
Bono later explained that not all corporate sponsorships were deals with the devil.
The 'devil' here is a bunch of creative minds, more creative than a lot of people in rock bands. The lead singer is Steve Jobs. These men have helped design the most beautiful art object in music culture since the electric guitar. That's the iPod. The job of art is to chase ugliness away.
The right kind of building can do great things for a culture
"Steve had this firm belief that the right kind of building can do great things for a culture," said Pixar's president Ed Catmull.
Despite being a denizen of the digital world, or maybe because he knew all too well its isolating potential, Jobs was a strong believer in face-to-face meetings. "There's a temptation in our networked age to think that ideas can be developed by email and iChat," he said. "That's crazy. Creativity comes from spontaneous meetings, from random discussions. You run into someone, you ask what they're doing, you said 'Wow,' and soon you're cooking up all sorts of ideas."
When our tools are broken, we feel broken
In his piece [for Time] Lev Grossman correctly noted that the iPhone did not really invent many new features, it just made those features a lot more usable. "But that's important. When our tools don't work, we tend to blame ourselves, for being too stupid or not reading the manual or having too-fat fingers...When our tools are broken, we feel broken. And when somebody fixes one, we feel a tiny bit more whole."
Scoop it up and whisk it away
At one point Jobs looked at the model [for the first iPad] and was slightly dissatisfied. It didn't feel casual and friendly enough, so that you would naturally scoop it up and whisk it away. Ive put his finger, so to speak, on the problem: They needed to signal that you could grab it with one hand, on impulse. The bottom edge needed to be slightly rounded, so that you'd feel comfortable just scooping it up rather than lifting it carefully.
A pedestrian cloak
Even before the iPad went on sale, Jobs was thinking about what should be in the iPad 2...there was a peripheral issue that he focused on that most people hadn't thought about: The cases that people used covered the beautiful lines of the iPad and detracted from the screen. They made fatter what should be thinner. They put a pedestrian cloak on a device that should be magical in all of its aspects.
To read things that are not yet on the page
My passion has been to build an enduring company where people were motivated the make great products. Everything else was secondary...the products, not the profits, were the motivation.
Some people say, "Give the customers what they want." But that's not my approach. Our job is to figure out what they're going to want before they do. I think Henry Ford once said, "If I'd asked customers what they wanted, they would have told me, 'A faster horse!'" People don't know what they want until you show it to them. That's why I never rely on market research. Our task is to read things that are not yet on the page.
Click
I'm about fifty-fifty on believing in God. For most of my life, I've felt that there must be more to our existence than meets the eye.
I like to think that something survives after you die. It's strange to think that you accumulate all this experience, and maybe a little wisdom, and that it just goes away. So I really want to believe that something survives, that maybe your consciousness endures.
But on the other hand, perhaps it's like an on-off switch. Click! And you're gone.
...Maybe that's why I never liked to put on-off switches on Apple devices.