The process to design products was to figure out what was important, simplify how it was delivered and get rid of everything else.

That meant saying “no” to lots of things which could distract, even if it meant to anger some customers and partners.

In his own words:

"I’m actually as proud of the things we haven’t done as the things I have done. Innovation is saying no to a thousand things."

If you want to do anything impressive, anything incredible, you have to say no to 99% of what comes at you.

We all have the same 24 hours in the day and if you don’t have time, you don’t have priorities. ;)

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