Early on, Mike Markkula had taught Jobs to "impute" - to understand that people do judge a book by its cover - and therefore to make sure all the trappings and packaging of Apple signaled that there was a beautiful gem inside. Whether it's an i Pod Mini, or a MacBook Pro, Apple customers know the feeling of opening up the well-crafted box and finding the product nestled in an inviting fashion. "Steve and I spend a lot of time on the packaging, " said Ive. "I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story. Walter Isaacson
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More Quotes By Walter Isaacson
  1. If you just sit and observe, you will see how restless your mind is. If you try to calm it, it only makes it worse, but over time it does calm, and when it does, there's room to hear more subtle things - that's when...
  2. Walter Issacson biographer of Steve Jobs:I remember sitting in his backyard in his garden, one day, and he started talking about God. He [Jobs] said, “ Sometimes I believe in God, sometimes I don’t. I think it’s 50/50, maybe. But ever since I’ve had cancer,...
  3. Religion was at it's best when it emphasized spiritual experiences rather than received dogma. "The juice goes out of Christianity when it becomes too based on faith, rather than living like Jesus or seeing the world as Jesus saw it, " he told me. "I...
  4. Picasso had a saying - 'good artists copy, great artists steal' - and we have always been shameless about stealing great ideas.
  5. When the conventional wisdom of physics seemed to conflict with an elegant theory of his, Einstein was inclined to question that wisdom rather than his theory, often to have his stubbornness rewarded.
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