Jony Ive on a focus lesson from Steve Jobs

When every bone in your body wants to do it because it is a great idea, when you even wake up thinking about it – and still say no because you are focused on something else. That’s focus.

We see Steve’s relentless focus again in the next lesson that Ive shares. Steve is so relentlessly focused on the product that he gives up his (and most human beings’) desire to be liked.

The latin root of “decision” is derived from “to cut” or “to kill.” Focus and great decision making go together.

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