Ari's Top 5—The Value of Doing Things Differently

We’re in the business of being fundamentally different, not incrementally better.

If you're small, you're in a position where it's to your advantage to be weird—you can have a point of view that the big tech companies never could. In the world of chairs—you're not going to build a cheaper chair than Ikea. Why not build something they couldn't—like a more interesting one?

A reminder of the power of simplicity (h/t @tferriss) https://t.co/gnaGueBSoj

The question we asked was, “Our customers want to know: Who is Apple, and what is it that we stand for? Where do we fit in this world?"

And what we're about isn't making boxes for people to get their jobs done, although we do that well. We do that better than almost anybody, in some cases.

But Apple is about something more than that. Apple, at t

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