Sublime

To run the group like an outside consultancy but within Apple, Brunner set up a loose management structure that largely persists today. The designers always worked together on whatever project the group was working on. “We’d work on multiple projects, and move from project to project, pretty much the way he [Jony] does it today,” Brunner explained.

Customer expert Who regularly talks to your customers one-on-one?

Blair Reeves, a Principal Product Manager at SAS and coauthor of Building Products for the Enterprise: Product Management in Enterprise Software (O’Reilly),

you’ll want some of the folks who build the product or run the service – the engineers, designers, product managers, and so on.

In this collaboration, some of these roles could be fluid. Bas sometimes wrote bits of code, and often his demos went directly to Steve without the help of a programmer like me. In the case of this keyboard demo, I contributed some design thinking by adding a second keyboard with bigger keys. Bas edited my choice of using the globe key to switch be

a bias for separable teams run by leaders with a singular focus that optimizes for speed of delivery and innovation; the use of written narratives instead of slide decks to ensure that deep understanding of complex issues drives well-informed decisions; a relentless focus on input metrics to ensure that teams work on activities that propel the busi