Sublime

It’s like a cookbook. You wouldn’t try all the recipes at once,

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.

The four-step sketch contains each of these important elements. You’ll start with twenty minutes to “boot up” by taking notes on the goals, opportunities, and inspiration you’ve collected around the room. Then you’ll have another twenty minutes to write down rough ideas. Next, it’s time to limber up and explore alternative ideas with a rapid sketch

each item includes a verb. Each one is specific. And each one is small and relatively easy.

I want you and your team to have Jobs-like clarity, and a 2x2 chart of your own is a powerful tool to help you get there. So, once you’ve chosen your top two differentiators—whether they’re classic or custom—make a 2x2 chart, place your project in the top right, place the top competitors on there, and adjust your differentiators until it’s realisti

how many of those conversations were meaningful?

Time Timers in

Go small and go every day—