Creative Selection by Ken Kocienda offers an insider's account of Apple's creative process during the golden years of Steve Jobs. For fifteen years, Kocienda 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.
Kocienda shares moments of struggle and success, crisis and collaboration, illuminating each with lessons learned over his Apple career. 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.
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.
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