Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs
by Ken Kocienda · 2018
In a nutshell
Ken Kocienda recounts his role in crafting iPhone and iPad software at Apple, detailing the demo-driven culture, iterative refinement, and taste-making under Steve Jobs. Key takeaways for founders include prioritizing demos over docs, relentless iteration on details, and cultivating sharp judgment to ship breakthrough products; contrasts with broader biographies like Steve Jobs by focusing on engineering craft. Ideal for product leads seeking inspiration in high-stakes creativity and avoiding mediocre execution.
Overview
Creative Selection is a rare insider's look at how Apple creates products, told by a software engineer who worked on the original iPhone keyboard and iPad.
The Seven Essential Elements
- Inspiration: Thinking big ideas
- Collaboration: Working together
- Craft: Applying skill
- Diligence: Doing the necessary hard work
- Decisiveness: Making tough choices
- Taste: Developing a refined sense of judgment
- Empathy: Trying to see from other perspectives
The Demo-Driven Culture
At Apple, demos were the primary means of:
- Communicating ideas
- Getting feedback
- Making decisions
- Showing progress
Key Lessons
- Make demos, not presentations
- Iterate relentlessly on details
- Trust your taste
- Sweat the details
- Ship products you're proud of
Impact on Product Development
The book reveals how Apple's unique culture of demos, taste, and iteration produced revolutionary products like the iPhone.
Available for approximately $16-27.
Reference
Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs — publisher / official page. Summary adapted from the Awesome Startup Books collection.
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