Simpler is always better: Jobs’ advice: “One product, one
box”.
Blunt communication works: Bluntness leaves no room for
confusion, distraction or complexity.
Good leaders can compartmentalise: Jobs compartmentalised
criticism so he could move towards his goals.
Small groups work better: Restrict meetings to people who would
be discussing the topic at hand.
Keep things minimal and move quickly: Apple campaigns are
put out within a month.
Simple names are superior: Apple does not hire naming experts;
it relies on a small internal team and a group of advertising consultants.
Simplicity is human: Not a five-gigabyte drive on an iPod,
but a “thousand songs in your pocket”.
Simplicity even works in retail: Focus on quality,
uncluttered and inviting design and fantastic customer service.
