Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently.
Some people say, “Give the customers what they want.” But that’s not my approach. Out job is to figure out what they’re going to want before they do. I think Henry Ford once said, “If I’d asked customers what they wanted, they would have told me, ‘A faster horse!‘” People don’t know what they want until you show it to them.
Throughout his life, Albert Einstein would retain the intuition and the awe of a child. He never lost his sense of wonder at the magic of nature’s phenomena-magnetic fields, gravity, inertia, acceleration, light beams-which grown-ups find so commonplace. He retained the ability to hold two thoughts in his mind simultaneously, to be puzzled when they conflicted, and to marvel when he could smell an underlying unity. “People like you and me never grow old,” he wrote a friend later in life. “We never cease to stand like curious children before the great mystery into which we were born.
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.
He had the uncanny capacity to know exactly what your weak point is, know what will make you feel small, to make you cringe,” Joanna Hoffman said. “It’s a common trait in people who are charismatic and know how to manipulate people. Knowing that he can crush you makes you feel weakened and eager for his approval, so then he can elevate you and put you on a pedestal and own you.
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.