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Make Something Wonderful
But if you’re expecting to read a handbook about the “Seven Elements That Made Apple Great,” I hope you’ll see that working in the Apple style is not a matter of following a checklist.
Ken Kocienda • Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs
“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 to make a lot of money. It was to do the greatest thing possible, or even a little greater.”