Contents Author's Note vii Preface ix Introduction xv What You Can Learn From Apple 1 Mindset 3 Saying No 5 Being Pragmatic 13 Solving Problems 17 Cultivating Inventiveness 21 A Passion for Detail 25 Being the Best 31 Taking Control 37 Product Development 43 Thinking like a Designer 45 Observing 53 Iteration 57 WhatWouldAppleDo 160513.indd 5 28/05/2013 10:09 Building Prototypes 63 Working like a Start-up 67 Building Platforms 71 Communication 77 Designing 79 Believing 85 Putting the Product in the Spotlight 91 Sending a Clear Message 95 Supporting Individuality 99 Initial Conclusions 105 What Would Apple Do? 115 An Apple Car 117 A Kitchen by Apple 125 An Apple TV 131 An E-Learning Platform from Apple 139 An Apple Travel Agent 147 An Apple Toy System 157 An Apple Newspaper Publisher 165 Epilogue 173 Thanks 183 About the Author 185
Contents Author's Note vii Preface ix Introduction xv What You Can Learn From Apple 1 Mindset 3 Saying No 5 Being Pragmatic 13 Solving Problems 17 Cultivating Inventiveness 21 A Passion for Detail 25 Being the Best 31 Taking Control 37 Product Development 43 Thinking like a Designer 45 Observing 53 Iteration 57 WhatWouldAppleDo 160513.indd 5 28/05/2013 10:09 Building Prototypes 63 Working like a Start-up 67 Building Platforms 71 Communication 77 Designing 79 Believing 85 Putting the Product in the Spotlight 91 Sending a Clear Message 95 Supporting Individuality 99 Initial Conclusions 105 What Would Apple Do? 115 An Apple Car 117 A Kitchen by Apple 125 An Apple TV 131 An E-Learning Platform from Apple 139 An Apple Travel Agent 147 An Apple Toy System 157 An Apple Newspaper Publisher 165 Epilogue 173 Thanks 183 About the Author 185
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