Wired have an article filled with Steve Jobs quotes today. His ethos is the same as 37signals' "Getting Real" but predates the 37signals rendering by some way. Some choice quotes:

"Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It's not about money. It's about the people you have, how you're led, and how much you get it."

"It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them."

"It comes from saying no to 1,000 things to make sure we don't get on the wrong track or try to do too much."

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