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What I Learned as a Product Designer at Apple
Given this equation of many demos leading to a single product, the five of us in Diplomacy there with Steve formed a key unit in the process—we were a team that could create an individual CEO-level demo.
Ken Kocienda • Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs
Why do some products, like the iPhone, turn out as well as they do? I’m now ready to offer my complete answer. It comes in three parts. The first part is the demo-making creative selection process.