Steve Jobs argues that great ideas alone don't make great products. You need craftsmanship, iteration, and hard trade-offs. He uses a rock-tumbler analogy to show how a passionate team arguing and polishing transforms rough concepts into something beautiful.
Chapters
One of the things that really hurt Apple was after I left, John Scully got a very serious disease. And that disease, I've seen other people get it too. It's the disease of thinking that a really great idea is 90% of the work. And that if you just tell all these other people here's this great idea, then of course they can go off and make it happen. And the problem with that is that there's just a tremendous amount of craftsmanship in between a great idea and a great product. And as you evolve that great idea, it changes and grows. It never comes out like it starts because you learn a lot more as you get into the subtleties of it. And you also find there's tremendous trade offs that you have to make. There are just certain things you can't make electrons do. There are certain things you can't make plastic do or glass do. And as you get in, or factories do, or robots do, and as you get into all these things, designing a product is keeping 5,000 things in your brain, these concepts, and fitting them all together and continuing to push to fit them together in new and different ways to get what you want. And every day you discover something new that is a new problem or a new opportunity to fit these things together a little differently. And it's that process that is the magic. And so we had a lot of great ideas when we started. But what I've always felt that a team of people doing something they really believe in is like. Is like when I was a young kid, there was a widowed man that lived up the street. And he was in his 80s. He's a little scary looking. And I got to know him a little bit. I think he might have paid me to cut his, mow his lawn or something. And one day he said, come on into my garage, I want to show you something. And he pulled out this dusty old rock tumbler. It was a motor and a coffee can and a little band between them. And he said, come on with me. We went out to the back and we got just some rocks, some regular old ugly rocks. And we put them in the can with a little bit of liquid and a little bit of grit powder. And we closed the can up and he turned this motor on. He said, come back tomorrow. And his can was making a racket as the stones went around. And I came back the next day and we took, we opened the can and we took out these amazingly beautiful polished rocks. The same common stones that had gone in through rubbing against each other like this, creating a little bit of friction, creating a little bit of noise had come out, these beautiful polished rocks. And that's always been in my mind. My metaphor for a team working really hard on something they're passionate about is that it's through the team, through that group of incredibly talented people bumping up against each other, having arguments, having fights, sometimes making some noise and working together. They polish each other and they polish the ideas, and what comes out are these really beautiful stones.
