战略-创新法则

战略的重点是我们放弃什么

下面是苹果公司的一些创新法则。
不做市场调查。不问顾客要什么，给他们你觉得他们会想要的。
Apple scoffs at the notion of a target market. It doesn’t even conduct focus groups. “You can’t ask people what they want if it’s around the next corner,” says Steve Jobs, Apple’s CEO and cofounder. “We do no market research. We don't hire consultants. The only consultants I've ever hired in my 10 years is one firm to analyze Gateway's retail strategy so I would not make some of the same mistakes they made [when launching Apple's retail stores]. But we never hire consultants, per se. We just want to make great products.”
招聘员工更要看激情，而不只看能力。
“When I hire somebody really senior, competence is the ante. They have to be really smart. But the real issue for me is, Are they going to fall in love with Apple? Because if they fall in love with Apple, everything else will take care of itself. They'll want to do what's best for Apple, not what's best for them, what's best for Steve, or anybody else. ”
专注。专注，或者说战略，不只是你做什么，更是你不做什么。
“Apple is a $30 billion company, yet we've got less than 30 major products. I don't know if that's ever been done before. Certainly the great consumer electronics companies of the past had thousands of products. We tend to focus much more. People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the 100 other good ideas that there are. You have to pick carefully. I’m actually as proud of many of the things we haven’t done as the things we have done.”