My favorite part of the article: After half an hour of this, my inquiries really did start to fall apart, so I didn't expect much when I resorted to asking, in

My favorite part of the article: After half an hour of this, my inquiries really did start to fall apart, so I didn't expect much when I resorted to asking, in so many words, whether he thinks consciously about innovation. ''No,'' he said, peevishly. ''We consciously think about making great products. We don't think, 'Let's be innovative!''' He waved his hands for effect. '''Let's take a class! Here are the five rules of innovation, let's put them up all over the company!''' Well, I said defensively, there are people who do just that. ''Of course they do.'' I felt his annoyance shift elsewhere. ''And it's like . . . somebody who's not cool trying to be cool. It's painful to watch. You know what I mean?'' He looked at me for a while, and I started to think he was trying to tell me something. Then he said, ''It's like . . . watching Michael Dell try to dance.'' The P.R. minder guffawed. ''Painful,'' Jobs summarized.