Title: Creative Selection Pdf Inside Apple's Design Process During the Golden Age of Steve Jobs
"I’d be interested in the behind-the-scenes story of any Apple product. But if there is one I’m most interested in, it’s the iPhone. Kocienda delivers just that, and it truly is extraordinary. This book is a must-read for anyone interested in how Apple actually creates its products." ―John Gruber, Daring Fireball “Kocienda reveals the real secret of Steve Jobs's leadership and Apple's magic: the ability to push people to think for themselves, and to empower them to turn their best thinking into reality. It is a story about the intersection of technology and humanity.” ―Kim Scott, New York Times bestselling author of Radical Candor “I’ve literally been waiting a decade for this book. Ken Kocienda takes you inside Apple in way only a true insider, a veteran software developer, could. Creative Selection is the answer to the prayer uttered by anyone who wants to truly understand how Apple works. I couldn’t put it down.” ―Adam Lashinsky, New York Times bestselling author of Inside Apple“Ken Kocienda played pivotal roles in the creation of both Safari and the original iPhone. One of the hardest problems―and biggest risks―of the first iPhone was the development of a multi-touch keyboard. I placed this formidable responsibility squarely in Ken’s hands, and the success of the keyboard emerged from his insights, collaboration, and dogged pursuit of excellence. He now offers readers, in his own words, a window into his experiences and insights from the trenches.” ―Scott Forstall, Original iPhone Software Team Leader and SVP iOS, Apple“If you’ve ever wondered what it’s like to work in a hotbed of innovation, you’ll enjoy this inside view of life at Apple. Ken Kocienda pioneered the iPhone keyboard, and this book gives a play-by-play of their creative process―from generating ideas to doing a demo for Steve Jobs.” ―Adam Grant, New York Times bestselling author of Originals, Give and Take, and Option B (with Sheryl Sandberg)Ken Kocienda was a software engineer and designer at Apple for over fifteen years. After graduating from Yale, he fixed motorcycles, worked in the editorial library of a newspaper, taught English in Japan, and made fine art photographs. Eventually, he discovered the internet, taught himself computer programming, and made his way through a succession of dot-com-era startups, before landing at Apple in 2001, where he worked on the software teams that created the Safari web browser, iPhone, iPad, and Apple Watch. Ken lives in San Jose, California with his wife.
* WALL STREET JOURNAL BESTSELLER *
An insider's account of Apple's creative process during the golden years of Steve Jobs.
Hundreds of millions of people use Apple products every day; several thousand work on Apple's campus in Cupertino, California; but only a handful sit at the drawing board. Creative Selection recounts the life of one of the few who worked behind the scenes, a highly-respected software engineer who worked in the final years of the Steve Jobs era―the Golden Age of Apple.
Ken Kocienda offers an inside look at Apple’s creative process. For fifteen years, he was on the ground floor of the company as a specialist, directly responsible for experimenting with novel user interface concepts and writing powerful, easy-to-use software for products including the iPhone, the iPad, and the Safari web browser. His stories explain the symbiotic relationship between software and product development for those who have never dreamed of programming a computer, and reveal what it was like to work on the cutting edge of technology at one of the world's most admired companies.
Kocienda shares moments of struggle and success, crisis and collaboration, illuminating each with lessons learned over his Apple career. He introduces the essential elements of innovation―inspiration, collaboration, craft, diligence, decisiveness, taste, and empathy―and uses these as a lens through which to understand productive work culture.
An insider's tale of creativity and innovation at Apple, Creative Selection shows readers how a small group of people developed an evolutionary design model, and how they used this methodology to make groundbreaking and intuitive software which countless millions use every day.
This is the real deal This is the real deal, written by an insider (I was also there during that time). This book accurately describes Apple's software engineering during the second Steve Jobs era. (For hardware engineering, read Adam Lashinsky's Inside Apple.)The vivid descriptions in the book are better than the analyses. I would stress that the principles and practices described by the author were completely unwritten and unnamed, as the author says. So if you're trying to be like Apple by reading a book, you're doing it wrong. If you want to be like Apple, ditch the business books and startup blogs (do you think Steve Jobs read those things?), and really focus on the product. There's nothing in the book about MVP, Agile, Scrum, A/B testing, TDD, etc. Apple really didn't work like that. The key is what the author calls "creative selection" (demoing/dogfooding/iterating/converging the product), with tight loops of communication (with minimal teams, enforced by secrecy).One thing that occurred to me is that the examples given (and generally in Apple's history) are ones where the product definitions were relatively well-formed and concrete up-front, leaving plenty of room for technical innovation (but little room for exploration and business validation). Before getting to that concrete vision, the Apple way isn't applicable.Why it's so good... 1. It'd be tempting to have played up the Steve Jobs angle throughout but the author doesn't do that, he admits that Jobs wouldn't have been able to pick him out in a small crowd.2. There aren't many business related books about the work of an "individual contributor", which makes it refreshing, the activity was the day to day work and output.2a. This meant he could tell the story of Apple's culture and influences without trying to be the center of the story.3. A large part of the story is about a specific problem to solve (the iPhone keyboard) and how it was overcome, but the story was able to zoom out as well and talk about design in general.4. There isn't a lot of ego, he talks about who helped him, mistakes along the way etc.Fly on the Wall A true insider account of the development of the greatest consumer product ever made. What does it take to create something as revolutionary as the iPhone? Ken Kocienda's first hand account offers up some surprises. Apple looked down upon the in vogue A/B testing believing they would know what consumers wanted better than consumers. The company also believed in "directly responsible individuals" to lead projects which seems more top down than most organizations.The author does a nice job of marrying difficult programming concepts such as "compilers" and "porting" with interesting discussion involving Immanuel Kant and Vince Lombardi. Of course, Steve Jobs features prominently and his eagerness to "relentlessly chase perfection" is apparent throughout the book. I also gained a new found respect for how much work was put into the auto-type of the iPhone keyboard.The one negative I thought was that it could be a little too tailored to product development. If that is not your interest, you may find this a little slow at times. This is not a fast paced account of Steve Jobs but more of a detailed analysis of the plethora of steps needed to design something great.
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