Innovation comes from caring

“Creativity is not a process… It’s people who care enough to keep thinking about something until they find the simplest way to do it. They keep thinking about something until they find the best way to do it. It’s caring enough to call the person who works over in this other area, because you think the two of you can do something fantastic that hasn’t been thought of before. […] So just to be clear, I wouldn’t call that a process. Creativity and innovation are something you can’t flowchart out.”

– Tim Cook (interview)

“To try and make something great — the only way you can do that is to care to an extraordinary level.”

-Jony Ive (interview)

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