Sublime

brilliant engineers, designers, manufacturers, and marketers performing miracles through a rare combination of technology skills, artistic sensibility, and sheer bravado.

Guy Kawasaki called a “Bozo explosion” – a term he uses to describe what happens when a formerly great team or company descends into mediocrity.

Simplicity is the love child of two of the most powerful forces in business: Brains and Common Sense.

Simplicity can make itself known in many forms: products, strategies, corporate hierarchies, processes, ads, speeches, and a hundred other places. But nowhere is Simplicity found in such a concentrated form as the name of a new product.

Apple lets Chiat shoot for the stars. If it produces a clunker along the way, the world isn’t going to end. People aren’t going to abandon their Apple equipment on the streets.