Hundreds of millions of people use Apple products every day; several thousand work on its campus in Cupertino, California; but only a handful sit at the drawing board. [This book] tells the story of Apple in its prime--Steve Jobs's 'second act'--from the perspective of someone at the heart of the company. As a principal software engineer for the most iconic products ever to emerge from Apple, Ken Kocienda and his work embody its credo that technology should be an intuitive extension of the human touch. Creative Selection offers an inside look at Apple's creative process. For fifteen years, Kocienda was on the ground floor of the company as a specialist, directly responsible for creating easy-to-use software for such products as the iPhone, the iPad, and the Safari web browser. His stories explain the symbiotic relationship between software and product development for those who have never dreamed of programming a computer, and reveal what it was like to work on the cutting edge of technology at one of the world's most admired companies. Kocienda shares moments of struggle and success, crisis and collaboration, illuminating each with lessons learned over his Apple career. He introduces the essential elements of innovation -- inspiration, collaboration, craft, diligence, decisiveness, taste, and empathy -- and uses these as a lens through which to understand productive work culture. An insider's tale of creativity and innovation at Apple, Creative Selection shows readers how a small group of people developed an evolutionary design model, and how they used this methodology to make groundbreaking and intuitive software that countless millions use every day. (Publisher)
...MoreEssay Review Richard S. Tedlow (Winter 2020) Review Essay: The Sky above and the Mud below: Two Books about Steve Jobs. Business History Review (pp. 835-852).
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