Excellence

Steve Jobs changed the world. I don’t think that can be effectively argued against. The products Apple has introduced in its history have revolutionized the way we create, communicate, and consume.

Every bit of that change was because of an undying pursuit of excellence. That pursuit means attention to every detail. That pursuit means skipping shortcuts. That pursuit means having a vision for how great things can be. That pursuit means focusing on what’s best for the customer, even if they don’t know it’s best yet.

Apple has always had a laser focus on creating the best user experience. “Everything just works” has been their mantra. In an industry of over-complicated products and techno-babble, Apple’s approach is a breath of fresh air. Many have tried the same approach, but cut too many corners to make it work.

People ask me a lot why I use Apple products so much. I’ve never been one to evangelize for the company. If you don’t want to use the products, then don’t. It doesn’t effect me. But I know a lot of people that try them, and like them for the same reason I do. They get out of the way. I don’t spend my day tripping over clunky user interfaces or software that constantly crashes. My computers and phones get out of my way and allow me to do what I need to do.

In my case that thing I need to do is creating. I have no trouble admitting that my business would not exist in its current form if not for Apple. Because I don’t spend my days dealing with tech issues, I am able to create more than a single person should really be able to. Because of that I can provide for my family and create work that my clients love. I spend my days doing the same thing Apple does. I think about the people involved. I try to make their experience perfect. I obsess over detail. This year I had some stickers made and I apply them to the box of every printed job that goes out. They read: “Designed and printed with an obsession for detail.”

Jobs’ legacy is excellence.

It’s the excellence of Apple’s products.

It’s the excellence of the things we create with those products.

What a legacy to leave.

Steve Jobs 1955-2011

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