Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs

by Ken Kocienda

There weren’t any company handbooks describing these elements. Nobody outlined this list in a new-employee orientation. There weren’t any signs affixed to the walls of our Cupertino campus exhorting us to “Collaborate!” On the contrary, we felt, on an instinctive level, that imposing a fixed methodology might snuff out the innovation we were seeking. Therefore, our approach flowed from the work. This happened from the top down, stemming from the unquestioned authority and uncompromising vision of Steve Jobs, and it happened from the ground up, through the daily efforts of designers and programmers you’ve never heard of, people like me and my colleagues, some of whom I’ll tell you about.