There Are a Thousand No's for Every Yes — Apple

Recently, while hunting for a quote for the new konsep.net site, I went back to an old Apple film. To me it's Apple at its best — the kind of thing more entrepreneurs should take to heart. It reminds me, again and again, why Apple makes the choices it does: why it doesn't try to merge the desktop with the tablet, why it doesn't build an antivirus, a search engine, or a store that sells everything. Hats off to Steve Jobs and Apple.

If everyone is busy making everything,
how can anyone perfect anything?
We start to confuse convenience with joy,
abundance with choice.
Designing something requires focus.
The first thing we ask is, what do we want people to feel?
Delight. Surprise. Love. Connection.
Then we begin to craft around our intention.
It takes time.
There are a thousand no's for every yes.
We simplify, we perfect, we start over,
until everything we touch enhances each life it touches.
Only then do we sign our work:
Designed by Apple in California.