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

by Ken Kocienda

“I’m not remotely interested in being just good,”

We needed concrete and specific demos to guide our work, since even an unsophisticated idea is hard to discuss constructively without an artifact to illustrate it.

Demos made us react, and the reactions were essential. Direct feedback on one demo provided the impetus to transform it into the next.

Taste is developing a refined sense of judgment and finding the balance that produces a pleasing and integrated whole.