Inside Steve’s Brain
By
Leander Kahney

Summaries

* Chapter 2

Steve Jobs believed in the idea of simplifying so you can have product that is customer friendly. There was a time where Apple had problem but instead of trying to fix it and struggle with it they started from scratch again. One key idea to remember is to never be afraid to start from scratch. Steve never asked for customer’s opinion on what they wanted because they didn’t know what they wanted because computers are complex. If I can remember right Tom Ford once said, “If I asked my costumers what they wanted they would say a faster horse”. This is a good example of why not to ask customers what they want because customers simply don’t know what they want.

* Chapter 3

Apple believed that if you want to make a good product everyone has be involved in that project to design a great product. So not just designer have to be involved but also the engineers, software people, and Steve have to be involved. For example some car companies make prototypes of cars impresses the public. But when it comes down to the engineers to make the prototype into a finished vehicle they say it cant be done. So eventually the care comes out way differently then the prototype and people get disappointed. Apple also makes a lot of prototypes until they get what they want. What distinguishes Apple from other computer companies is that they look at everything. What I mean by that is that they make sure every little thing fits the standards they want. But I believe since Steve Jobs is a perfectionist that makes every Apple product come out perfect. Steve’s mansion is empty with no furniture except for a mattress to sleep. When Steve was getting a washing machine it took 2 weeks just to choose one. He had to decide whether he wanted an American or European style washing machine.

* Chapter