I love it:
"Q: Apple is constantly held up as a paradigm of a company that has mastered
smart design thinking. What can other businesses do to emulate its success?
Tog: Well, they could take Steve Jobs!
Q: Is it that simple? Is he really so influential?
Tog: Not in the early days, because he didn't run the company. But Steve is
a man with three elements that make up the story of his success. First, he
worships good industrial design and good behavioral design.