New York Times Magazine had an interesting article about Apple and the iPod a few days ago, The Guts of a New Machine.
I didn't expect much when I resorted to asking, in so many words, whether he thinks consciously about innovation.
''No,'' [Steve Jobs] said, peevishly. ''We consciously think about making great products. We don't think, 'Let's be innovative!''' He waved his hands for effect. '''Let's take a class! Here are the five rules of innovation, let's put them up all over the company!'''
Well, I said defensively, there are people who do just that.
''Of course they do.'' I felt his annoyance shift elsewhere. ''And it's like . . . somebody who's not cool trying to be cool. It's painful to watch. You know what I mean?'' He looked at me for a while, and I started to think he was trying to tell me something. Then he said, ''It's like . . . watching Michael Dell try to dance.'' The P.R. minder guffawed. ''Painful,'' Jobs summarized.