Steve Jobs on Design (2002)
Transcript
Machine transcript in the original language. It may contain errors. Select a timestamp to play that moment.
Design is a really loaded word.
I don't know what it means.
And so we don't really talk about design a lot around here.
We actually just talk about how things work.
Most people think it's how they look,
but it's not really how they look.
It's how they work.
I think Steve is a design champion by action,
not by talking about design.
It's that he's a collaborator,
that he really understands design,
not academically, but as a participant.
Steve not only is a champion of design,
but creates an environment for designers
that's conducive to producing terrific work.
Everyone says, you know, I want to make a great product
or I want to make a great movie or whatever they're doing.
So there's no difference there,
But there's a big difference in the outcomes when we were developing the new iMac we were a point when we had a couple of
Solutions that I mean at the time I think we yeah
We thought they were good, but we had that sinking feeling you know when you start to you you you are aware that you're trying to
Convince yourself something's actually better than in your heart
You really know that it is sometimes you just have to look at yourself. You know, it's just not really great
It's okay. It's good
but let's not fool ourselves and call it great.
Steve really felt that we could do better
and we all realized we needed to.
I mean, that's a hard, hard call to make.
You know, we're willing to throw something away
because it's not great and try again
when all of the pressures of commerce
are at your back saying, no, you can't do that.
Steve is so much more than a supporter of design.
He not only has a very clear sort of sense of vision
and sense of the future,
but has this sort of unnerving ability
to describe the future in a way that's very inclusive,
in a way that draws people from many different disciplines
sort of in to share this sense of what this vision could be.