Apple, “Intention” | Insights and Inspiration from 50+ Great Examples

Apple encourages big thinking but small everything else.

The greatest thing Jobs designed was his business. Apple imagined and executed definite multi-year plans to create new products and distribute them effectively. Forget “minimum viable products”—ever since he started Apple in 1976, Jobs saw that you can change the world through careful planning, not by listening to focus group feedback or copying ot... See more

But even though Jobs’s style could be demoralizing, it could also be oddly inspiring. It infused Apple employees with an abiding passion to create groundbreaking products and a belief that they could accomplish what seemed impossible. They had T-shirts made that read “90 hours a week and loving it!” Out of a fear of Jobs mixed with an incredibly st... See more

“We’re surrounded by anonymous, poorly made objects," Ive told me. "It’s tempting to think it’s because the people who use them don’t care — just like the people who make them. But what [Apple has] shown is that people do care. It’s not just about aesthetics. They care about things that are thoughtfully conceived and well made.”