Apple's success is that it isn't looking for success. 'Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products," Ive says.
The mantra of Apple isn't let's make new and more but let's make better. I think making a better product is a lot harder work than churning out 30 variants of the same thing.
If you look at the Apple products each one is carefully designed and chosen to fill a particular market, they all work beautifully and have coherent hardware.
My iMac came with a mains cord you plug in - that's it. It booted up with a hello and welcome asked for my iTunes details and from that knew who I was found my wireless network and connected itself up to the web. Job done.
Now here is the sting in the tail, could you copy Apple's success? Here's what Jonathan Ive says: 'Don't. Instead, I've said forcefully and repeatedly, companies need to define their own clear, high-minded raison d’être. That should drive the actions and decisions of every employee.
Jonathan also talks about belief, passion and a commitment to strive for perfection. So the challenge is to get ALL your staff to believe in the company and product have a passion and commitment to it. Identify your raison d’être. Which should not be about making money but making things better.
Here are some links the first to the original Jonathan Ive article by Helen Walters
: click here The second to a suite101.com article (with one glaring error in) click here
