The document discusses 3 questions about who you are, what you do, and why it matters. It emphasizes that customers must believe your product or brand adds value and makes an emotional connection for them. The rest of the document outlines core aspects of a design-driven company, including having focus on customer needs, being authentic, original in approach but also vigilant and repeatable. It concludes that being different is easy but being better is difficult.

1. 3 Questions
1

2. 1

3. Who are you?
1

4. Who are you?
What do you do?
1

5. Who are you?
What do you do?
Why does it matter?
1

6. 1

7. You matter if your customers believe in their
bellies that their world would be a darker
place without you.
1

8. 1

9. Do your customers care if you’re around tomorrow?
What kind of product loyalty do your customers have?
Does your product experience make a positive emotional
connection with your customers?
Does your product or brand add value to people’s lives?
Does everyone in your company realize to what extent they
play a part in the total experience design?
Do your customers come back because they want to or
because
they have to?
1
Are they on the verge of a very Schwarzenegger-like,
“Hasta la vista, baby” if a competitor or impetus to change
comes along?
Are you a valued friend to your customer?

10. 1

11. It all comes from the idea of creating an
emotional response.
1

12. Great products
are
about ideas
2

13. Customer Experience
Supply chain
2

14. 3
Core Aspects of a
Design-Driven
Company

15. 3
FLAVOR

16. Focus
3
How everybody thinks, behaves, and is
rewarded—must be aligned to deliver
on the design of the intended customer
experience.

17. Focus
3
It is about understanding their needs
and desires, and meeting them. And
doing it in a way uniquely yours that
has them loving your company.

18. Long-Term
3
Design is not a short-term fix.

19. Authentic
3
People are learning to be aware of
empty words.

20. Vigilant
3
Apple designers spend 10 percent of
their time on concept, and 90 percent
on implementation.

21. Original
3
You might think originality is just
about being different, off the wall,
outside the box.

22. Original
approach to Research
3
Research can actually hold back
originality.
&
Apple does very little research.

23. Original
approach to Research
3
Research can actually hold back
originality.
&
Apple does very little research.

24. Original
approach to Research
3
The old “we’ll go out and sample some
small groups of people and see what
they think of our design” trap.

25. Original
approach to Risk
3
Risk is a necessary part of being
original.

26. Original
approach to Risk
3
“What are the boundary conditions
around that design that are going to
break it if we keep trying to pull things
out?”

27. Repeatable
3
It means being able to do the same
thing again, only differently.

28. It’s very easy to be different,
but very difficult to be better.

29. It’s very easy to be different,
but very difficult to be better.
−Jonathan Ive