Sequencing Apple's DNA

Conclusion

Malibu Police Chief: “You don’t draw shit, Lebowski. Now we got a nice, quiet little beach community here, and I aim to keep it nice and quiet. So let me make something plain. I don’t like you sucking around, bothering our citizens, Lebowski. I don’t like your jerk-off name. I don’t like your jerk-off face. I don’t like your jerk-off behavior, and I don’t like you, jerk-off. Do I make myself clear?”

The Dude: [after a pause]“I’m sorry, I wasn’t listening.”The Big Lebowski, 1998

Figure 1. The most iconic Apple’s rainbow logo, as designed by graphic designer Rob Janoff. It was in use over the years 1976–1998

(source: http://www.edibleapple.com/2009/04/20/the-evolution-and-history-of-the-apple-logo/)

In Silicon Valley, bleeding edge technological capacity and business rivalry are deeply entrenched with a common goal: success.

Despite this, Apple has nurtured a mode, a way of its own, which speaks of something else. This something else would not negate the technology acumen or the managerial poise that dominates there and in many places of the post-modern world – and, should we say, by far.

This “something else” is Apple’s way of thinking and striving, and it often departs from traditional thinking, the thinking that is still taught at many business schools. This book has gradually elicited a number of threads that seem to form the DNA of that company. We have weaved ...