Creative selection
1 min read

Creative selection

Ken Kocienda describes 7 principles underlying “Creative selection”, his name for the Apple design process.

1. Inspiration - from great past work

2. Collaboration - working with others

3. Craft - skill to achieve high quality results

4. Diligence - the hard work to get things done, don’t take shortcuts

5. Decisiveness - don’t delay or procrastinate, be decisive in favor of simplicity

6. Taste - a refined sense of judgment

7. Empathy - see world from other people’s perspective


Creative Selection, Inside Apple’s Design Process During the Golden Age of Steve Jobs by Ken Kocienda.