Sublime

What I’ve always found is this: give me a great product picker and a great architect, and I’ll give you a great product. But if I don’t have a great product manager, a great product originator—it used to be called a product picker—and I don’t have a great architect, I’m not going to get a great product.

effective CEO/coach might say,

Schultz formed a strategic hypothesis—the Italian espresso experience could be re-created in America and the public would embrace it.

The family diagram:

Loewy had what must have seemed like an ineffable sense of what people like. He also had a grand theory of it. He called it MAYA. People gravitate to products that are bold, yet instantly comprehensible—“Most Advanced Yet Acceptable.”

“The fundamental thing that Linear did differently was this idea of being highly opinionated,” she says. “They understood that, the truth is, most companies have no idea what the right software development process is,” Zhan says. “The subset who do would much prefer focusing on building their product than dedicating time to shaping this

For example, L.L.Bean was built on the core values and beliefs espoused by Leon Leonwood Bean. Bean, who founded the company in 1911, had a deeply held personal philosophy summed up simply as, “Sell good merchandise at a reasonable price,17 treat your customers like you would your friends, and the business will take care of itself.”

form a small team within each discipline (or service area). Their task is to develop a proprietary client-service methodology: that is, to come up with value-enhancing action ideas

the words and images that we used to describe our products to be as great as the products themselves. I wanted the entire experience to shine.