"The right phrase" How can we know that the Idea itself has any real existence apart from the Energy? Very strangely; by the fact that the Energy itself is conscious of referring all its acts to an existing and complete whole. Quite simply, every choice of an episode, or a phrase, or a word is made to conform to a pattern of the entire book, which is revealed by that choice as already existing. This truth, which is difficult to convey in explanation, is quite clear and obvious in experience. It manifests itself plainly enough when the writer says or thinks: “That is, or is not, the right phrase”—meaning that it is a phrase which does or does not correspond to the reality of the Idea. Dorothy Sayers, The Mind of the Maker wholeness
On Greatness What’s important to you in the development of a product? One of the things that really hurt Apple was that after I left John Sculley got a very serious disease. And that disease — I’ve seen other people get it too — it’s the disease of thinking that a really great idea is 90% of the work, and if you just tell all these other people “here’s this great idea,” then of course they can just go off and make it happen. The problem with that is that there’s just a tremendous amount of craftsmanship 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 are tremendous tradeoffs you have to make, there are just certain things you can’t make electrons do, there are certain things you can’t make plastic, or glass, or factories, or robots do. And as you get into all these things, you find that designing a product is keeping 5,000 things in your brain, these concepts, and just fitting them all together and continuing to push to fit them together in new and different ways to get what you want. And every day you discover a new problem or a new opportunity to do it a little differently. And it’s that process that is the magic. Steve Jobs, Steve Jobs: The Lost Interview The idea grows as they workThe Design SquiggleThe Nature of Product ideascraft