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Creative Selection by Ken Kocienda

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Get busy. Decide what it means to do great work, and then try to make it happen. Success is never assured, and the effort might not be easy, but if you love what you’re doing, it won’t seem so hard.

Ken Kocienda worked as a software engineer and designer at Apple for over fifteen years. In Creative Selection: Inside Apple’s Design Process During the Golden Age of Steve Jobs, Kocienda takes the reader on a journey of how some Apple Inc. products such as the Safari Web browser, iPhone and iPad were built, the design thinking, the key players, Apple’s innovative DNA, working with Steve Jobs, dealing with corporate politics and what it feels like working in an innovation baised company like Apple.

Apple is a top-down leadership, bottom up Contribution organization.