The Lost Interview of Steve Jobs offers insight into the genius of the man behind some of the greatest modern innovations. Deep in the core beliefs of Apple, Steve Jobs created a company built upon personal computing machines that were elegantly designed in every aspect yet affordable for the average consumer. He spoke about where he and other divisions of Apple differed in opinion of design. The Apple Lisa didn't fail because it was a poorly designed machine or because Jobs created internal conflict by heading up the Macintosh design team at the same time. Instead the Lisa failed because the product differed from Apple's core beliefs. The Lisa was a $10,000 machine made by a company focused on building affordable consumer products, leading to the machines failure in Apple's marketplace.
Jobs also gave great advice on ideation and implementation. Great ideas don't make great products, in fact great ideas by themselves seldom make successful products. Jobs compared ideas to rocks in a rock tumbler. While ideas begin rough and unrefined, when they are bounced off each other and friction occurs between collaborators, the ideas become smooth and refined like tumbled rocks. Only after this process are ideas ready to become great products.
The talent around these ideas and products also must be great. A-list products attract A-list talent, and this talent will perpetuate a disciplined and refined environment of great ideas and products.
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