Sequencing Apple's DNA

16Combining the Genes

16.1. Taking stock of a flat list of genes

Throughout this book, it appeared that Apple had very much acquired a deeper thinking about business. We begin by gathering the genes, in view of first making a summary. Appendix 1 provides the list of acquired genes. Here it is for convenience.

Table 16.1. The acquired list of genes

Gene AAPL001 – Accept risk, turn it into opportunity.	If you do not accept risk, then keep away from any business.
Gene AAPL002 – Have Chuztpah.	Excellence in management requires Chutzpah.
Gene AAPL003 – Product is more than product.	The design team’s objective is to come up with an “insanely great” product.
Gene AAPL004 – Turn essentials inside out.	Removing what is unnecessary is more valuable than blindly stacking functionality.
Gene AAPL005 – Product existence is by using it.	Enhancing customer experience rather than the spec sheet.
Gene AAPL006 – Always keep the end in sight.	Polarize all developments by working toward an aim.
Gene AAPL007 – Be your own judge.	The best approach to come up with an “insanely great” product for designers is to realize the product they would have liked to buy.
Gene AAPL008 – Impose strategic rhythm to markets.	Do not become a “me-too” supplier. Anything you launch should be strategic.
Gene AAPL009 – Aim for the top.	By thinking from the top, you let others consolidate your basis – from below.
Gene AAPL010 – Anticipate.	A lower position can no longer be overcome through frontal assault on the same battleground, ...