December 15, 2006

emergent design...

This made me laugh. It's from a blog, the (fake) Secret Diary of Steve Jobs. Here is Steve explaining why the long-rumored Apple iPhone has not appeared....

...Anyhoo, once we've got the ad campaign, then we get to work on the product. But we don't start with the actual technology. We start with design. Again, different. Jon Ive will bring me, say, fifteen iPhone prototypes. These are all beautiful phones, better than all of the phones on the market today. But you know what? For Apple they're not good enough. Not even close. I take them into my meditation room and just look at them. I go into a kind of trance. And here's the key part: I don't think about them. I don't think about anything. Not so easy to do, to think about nothing. Try it and see. But after years of practice I can empty my head and get into this non-thinking state in about fifteen minutes. I'll spend a few hours just sitting there, non-thinking about the fifteen prototypes, and gradually, very gradually, I begin to become aware that one is emerging from the others as the best of the bunch. When that happens I'm done. (And I'm usually so exhausted that I just go home and sleep.)

I'll send the "emergent design," as we call it, back to Jon Ive and tell him to start all over, making a hundred or so new prototypes that branch off from this one. From those hundred they will winnow down the pool, relying on their own meetings (which can get quite heated, believe me) plus some contributions from consultants that we bring in to check out things like the feng shui, emotional balance, interior and exterior harmony, and so forth. When they've got another batch of fifteen "winners" they bring them to me, and I return to the meditation room once again and empty my mind and choose the next "emergent" design....
(Here's a link on Ive. Cool guy.) Posted by John Weidner at December 15, 2006 6:41 AM
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