Apple's success is attributed to its focus on core values rather than just product specifications, as demonstrated in the 'Think Different' campaign.

Our design culture emphasizes collaboration and excellence, driven by a talented team that consistently seeks to improve the user experience.

For example, Amazon's culture is defined by being cost-effective, while Apple's culture focuses on creating perfect products. Each company must decide which cultural behaviors align with its business strategy.

Steve Jobs transformed Apple by filtering their communication through the lens of story, making it customer-centric and clear.

Apple was a pioneer in merging technology and design, especially with the iPod, setting a standard for consumer electronics that we aimed to follow.

Steve Jobs exemplified the importance of a strong vision in product development, making decisive choices that shaped Apple's culture and product direction.

I realized that the Mac was created by original thinkers with clear values, obsessed with people and culture.

People often want constraints and to row in the same direction. After studying Apple, I realized that a functional structure, rather than a divisional one, can create a cohesive team that works together towards a common goal.

The CEO of a startup needs to be in a learning mindset, as I learned during my time at Apple, where I worked on software but realized I wanted to focus on hardware.