From a new Interview with Steve Jobs in Businessweek:
Q: How do you systematize innovation?
A: The system is that there is no system. That doesn’t mean we don’t have process. Apple is a very disciplined company, and we have great processes. But that’s not what it’s about. Process makes you more efficient.
But innovation comes from people meeting up in the hallways or calling each other at 10:30 at night with a new idea, or because they realized something that shoots holes in how we’ve been thinking about a problem. It’s ad hoc meetings of six people called by someone who thinks he has figured out the coolest new thing ever and who wants to know what other people think of his idea.
And it comes from saying no to 1,000 things to make sure we don’t get on the wrong track or try to do too much. We’re always thinking about new markets we could enter, but it’s only by saying no that you can concentrate on the things that are really important.
Amen Steve! Always say no default. Make features and ideas beg to be made, beg to be included, beg to be pursued. You’ll know when they need to be.
Whenever we talk about “Say no by default” at our Building of Basecamp workshop we get strange looks. I’m glad we’re on Steve’s side on this one.
I went to a speech Steve Jobs gave up at the Apple campus about iTunes. Very similar thing said, there, too. Great philosophy. More about that in my same-named post, here. :-)
But innovation comes from people meeting up in the hallways
I forget which company did this, but I remember reading about some firm that was so cognizant of the opportunities that arose from "meeting up in hallways" that they built little nooks with comfortable chairs and tables in all the hallways of their building, so that people who met up would have a place to immediately sit down and brainstorm. I saw the same thing in the chemistry department of a university where I used to work....chairs and little cafe tables placed in convenient locations in many of the hallways. A nice touch.
"Say no by default" is brilliant in its impact and simplicity - whether applying to innovation and new business areas, or features in a web application like BaseCamp.
Very nice...
"It would be nice if ..."
"Wouldn't it be cool if ..."
The start of something bad.
Good post, Jason.
I remember how disappointed geeks were when the iPod Mini was announced. Smaller size, yes, but smaller (not larger) hard drive and nearly the same price. "Are they crazy?!"
Jobs said in some interview that they found that people didn't necessarily _want_ a larger hard drive, and that often over 1,000 songs was too many.
And guess what? Sold tons.
As most designers will tell you, simplicity of design & features is a much more difficult thing to produce than an abundance.
(Wish Microsoft would learn this.)
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