The people who invented the twenty-first century were pot-smoking, sandal-wearing hippies from the West Coast like Steve, because they saw differently,” he said. “The hierarchical systems of the East Coast, England, Germany, and Japan do not encourage this different thinking. The sixties produced an anarchic mind-set that is great for imagining a world not yet in existence.
So that’s our approach. Very simple, and we’re really shooting for Museum of Modern Art quality. The way we’re running the company, the product design, the advertising, it all comes down to this: Let’s make it simple. Really simple.” Apple’s design mantra would remain the one featured on its first brochure: “Simplicity is the ultimate sophistication.
Above all, Leonardo’s relentless curiosity and experimentation should remind us of the importance of instilling, in both ourselves and our children, not just received knowledge but a willingness to question it – to be imaginative and, like talented misfits and rebels in any era, to think different.
I have my own theory about why decline happens at companies like IBM or Microsoft. The company does a great job, innovates and becomes a monopoly or close to it in some field, and then the quality of the product becomes less important. The company starts valuing the great salesmen, because they’re the ones who can move the needle on revenues, not the product engineers and designers. So the salespeople end up running the company.
If we want to be more like Leonardo, we have to be fearless about changing our minds based on new information.
But I did learn from Leonardo how a desire to marvel about the world that we encounter each day can make each moment of our lives richer.
Talent hits a target that no one else can hit,” wrote the German philosopher Arthur Schopenhauer. “Genius hits a target no one else can see.
But the main lesson to draw from the birth of computers is that innovation is usually a group effort, involving collaboration between visionaries and engineers, and that creativity comes from drawing on many sources. Only in storybooks do inventions come like a thunderbolt, or a lightbulb popping out of the head of a lone individual in a basement or garret or garage.
Leonardo had almost no schooling and could barely read Latin or do long division. His genius was of the type we can understand, even take lessons from. It was based on skills we can aspire to improve in ourselves, such as curiosity and intense observation. He had an imagination so excitable that it flirted with the edges of fantasy, which is also something we can try to preserve in ourselves and indulge in our children.
Knowledge, he realized, “was obtained rather by the use of the ear than of the tongue.
A new idea comes suddenly and in a rather intuitive way,” Einstein once said, “but intuition is nothing but the outcome of earlier intellectual experience.
Jobs had begun to drop acid by then, and he turned Brennan on to it as well, in a wheat field just outside Sunnyvale. “It was great,” he recalled. “I had been listening to a lot of Bach. All of a sudden the whole field was playing Bach. It was the most wonderful feeling of my life up to that point. I felt like the conductor of this symphony with Bach coming through the wheat.
His lack of reverence for authority and his willingness to challenge received wisdom would lead him to craft an empirical approach for understanding nature that foreshadowed the scientific method developed more than a century later by Bacon and Galileo. His method was rooted in experiment, curiosity, and the ability to marvel at phenomena that the rest of us rarely pause to ponder after we’ve outgrown our wonder years.
Intuition is a very powerful thing, more powerful than intellect, in my opinion.
When another asserted something that I thought an error, I denied myself the pleasure of contradicting him.
Customers don’t know what they want until we’ve shown them.
You read everything – that’s part of the job,” he said. “You accumulate all this trivia, and you hope that someday maybe a millionth of it will be useful.
I always thought of myself as a humanities person as a kid, but I liked electronics,” he said. “Then I read something that one of my heroes, Edwin Land of Polaroid, said about the importance of people who could stand at the intersection of humanities and sciences, and I decided that’s what I wanted to do.
Now he was about to launch the Macintosh, a machine that violated many of the principles of the hacker’s code: It was overpriced; it would have no slots, which meant that hobbyists could not plug in their own expansion cards or jack into the motherboard to add their own new functions; and it took special tools just to open the plastic case. It was a closed and controlled system, like something designed by Big Brother rather than by a hacker.
If we want to resist the powers that threaten to suppress intellectual and individual freedom, we must be clear what is at stake,” he said. “Without such freedom there would have been no Shakespeare, no Goethe, no Newton, no Faraday, no Pasteur, no Lister.” Freedom was a foundation for creativity.