Posted on March 19, 2012

What I talk about when I talk about being better

What are your goals when setting out to build a new product?

Our goals are very simple - to design and make better products. If we can’t make something that is better, we won’t do it.

Why has Apple’s competition struggled to do that?

(…) A product has to be genuinely better. This requires real discipline, and that’s what drives us - a sincere, genuine appetite to do something that is better. Committees just don’t work, and it’s not about price, schedule or a bizarre marketing goal to appear different - they are corporate goals with scant regard for people who use the product.

Johny Ive, talking about the design process at Apple

I don’t know how many times I repeated this mantra, and in so many different situations, be it my job, writing, painting, being an artist or coming up with that amazing idea for an application.

People will say that you need connections. That you need luck (how I hate that one). That you need marketing or an agent. That you need good presentation skills to convince those business angels to give you the money you need. That you need advertising. That you need to do things this way or that way because that’s how the market works.

And yet just imagine if your energy would be focused on excelling at your craft, and having high standards for what you do; caring for doing something that is better – not just different for the sake of being different – better.