Sublime

Reading the short Stratechery updates each weekday has allowed me to drop dozens of other news sources and still come away with a better understanding of what’s happening in technology and why.

This push for simplicity had a purpose. Even though he was a high-tech CEO, Steve could put himself in the shoes of customers, people who cared nothing for the ins and outs of the software industry. He never wanted Apple software to overload people, especially when they might already be stretched by the bustle of their everyday lives.

Once in the review session with Steve, our efforts met with his editing. In our case, Steve saw something he liked, but he found the demo unnecessarily complicated, so he unpacked it. This deconstruction wasn’t typical, but it was completely in character.

Then in grand Steve style he’d whip out something fun and exciting to surprise the board—a new prototype or a never-before-seen demo.