Our very own founding father - Tog - interviewed byBusinessWeek

27 Jun 2007 - 8:38pm
725 reads
Mauro Cavalletti

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. He wants to make
every product a jewel, something that can be exhibited in MOMA [the Museum
of Modern Art] and that people will be attracted to.

The second thing is his common sense, which is greatly undervalued as one of
his strengths. He looks at something and knows whether it'll work or if it's
simply a quirky, cute thing.

The third thing is that he's got a marvelous lack of fear, which could
easily get him killed. He does things like betting the company on the Mac—or
the iPhone. He's more often right than wrong, so it pays off. But in my
experience, his courage is something that's sadly lacking at many other
large corporations."



Mauro Cavalletti l Creative Director

Mauro.cavalletti at akqa.com | http://www.akqa.com

118 King St. 6th Floor, San Francisco, CA 94107

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