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Introduction 1
1 Focus: How Saying "No" Saved Apple 15
2 Despotism: Apple's One-Man Focus Group 45
3 Perfectionism: Product Design and the Pursuit of Excellence 68
4 Elitism: Hire Only A Players, Fire the Bozos 107
5 Passion: Putting a Ding in the Universe 150
6 Inventive Spirit: Where Does the Innovation Come From? 174
7 Case Study: How It All Came Together with the iPod 221
8 Total Control: The Whole Widget 240
Acknowledgments 269
Notes 271
Index 285
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