Jony Ive on what Steve Jobs taught him about focus

This sounds really simplistic, but it still shocks me how few people actually practice this. And it's a struggle to practice. But is this issue of focus? Steve was the most remarkably focused person I've ever met in my life. And the thing with focus is it's not sort of like this thing you aspire to or you. You decide on Monday, you know what? I'm going to be focused. It is a. Every minute a. Why are we talking about this? This is what we're working on. You can achieve so much when you truly focus. And one of the things that Steve would say, because I think he was concerned that I wasn't, he would say, how many things have you said no to? And I would honestly, I would have these sacrificial things because, I mean, wanted to be very honest about it. And so I say, oh, I said no to this and no to that. And he knew that I wasn't vaguely interested in doing those things anyway, so there was no real sacrifice. What focus means is saying no to something that you, with every bone in your body, you think is a phenomenal idea, and you wake up thinking about it, but you say no to it because you're focusing on something else.