It's simple. A corporate culture that focuses on the power of a design mindset. Here's a snip from a Business Week piece previewing the upcoming Macworld that highlights the implications.
The key, explains Yves Béhar, founder of fuseproject and a winner of a Gold IDEA/BusinessWeek design award, is that "Apple conceives its products as a symbiosis of hardware, software, and user experience." Under Jobs' leadership, he says, Apple has cultivated a corporate culture that inculcates this holistic type of thinking throughout the organization. One result: the so-called iPod ecosystem that includes not only the sophisticated hardware and technology inside the industrial design, but also the iTunes software and user interface, the online music store, and more generally the Mac operating system. "The joke around our offices is that everyone at Apple is a designer because they all think in this way," adds Béhar.
If you're interested, we think our book, Work Different: Design For The Rest of Us is a great primer in how to think like a designer.
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