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The audience comes last. The audience doesn't know what they want. The audience only knows what's come before. - Rick Rubin

"The creative process is fabulously unpredictable. A great idea cannot be predicted."

Slap cooked spaghetti to ceramic tiles to check if they are al dente.

Discard and dispose one thing from the desk.

Remove ambiguities and convert to specifics

Are you alive, living or just existing?

From J. Ive, A. Zuckerman, “Designed by Apple in California”, 2016 Nov

Introduction by Jony Ive

This is a book with very few words.

It is about our products, their physical nature, and how they were made.

While this is a design book, it is not about the design team, the creative process, or product development. It is an objective representation of our