#12: Discount the 1st thing that comes to mind. And the 2nd, 3rd, 4th, 5th – get the obvious out of the way. Surprise yourself. "I don't think it's good that A

#12: Discount the 1st thing that comes to mind. And the 2nd, 3rd, 4th, 5th – get the obvious out of the way. Surprise yourself. "I don't think it's good that Apple is perceived as different. I think it's important that Apple is perceived as much better. If being different is essential for that, then we should be different, but if we could be much better without being different that would be fine with me." -- Steve Jobs at WWDC 1997