We didn’t shuffle around printed specifications or unchanging paper mock-ups for weeks on end, waiting for an epiphany that would jump us directly from an early-stage concept to a complete product design, hoping we could somehow flip the ratio of inspiration to perspiration Thomas Edison spoke about, the relationship between the time it takes to get an idea and the amount of hard work it takes to transform that idea into something real. I learned my lesson on this count, and in my Apple career, never again did I spend a week of my time to make anything like that fifty-step Building the Lizard
...more
