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Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs, by Ken Kocienda

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Review

"I’d be interested in the behind-the-scenes story of any Apple product. But if there is one I’m most interested in, it’s the iPhone. Kocienda delivers just that, and it truly is extraordinary. This book is a must-read for anyone interested in how Apple actually creates its products." ―John Gruber, Daring Fireball “Kocienda reveals the real secret of Steve Jobs's leadership and Apple's magic: the ability to push people to think for themselves, and to empower them to turn their best thinking into reality. It is a story about the intersection of technology and humanity.” ―Kim Scott, New York Times bestselling author of Radical Candor “I’ve literally been waiting a decade for this book. Ken Kocienda takes you inside Apple in way only a true insider, a veteran software developer, could. Creative Selection is the answer to the prayer uttered by anyone who wants to truly understand how Apple works. I couldn’t put it down.” ―Adam Lashinsky, New York Times bestselling author of Inside Apple“Ken Kocienda played pivotal roles in the creation of both Safari and the original iPhone. One of the hardest problems―and biggest risks―of the first iPhone was the development of a multi-touch keyboard. I placed this formidable responsibility squarely in Ken’s hands, and the success of the keyboard emerged from his insights, collaboration, and dogged pursuit of excellence. He now offers readers, in his own words, a window into his experiences and insights from the trenches.” ―Scott Forstall, Original iPhone Software Team Leader and SVP iOS, Apple“If you’ve ever wondered what it’s like to work in a hotbed of innovation, you’ll enjoy this inside view of life at Apple. Ken Kocienda pioneered the iPhone keyboard, and this book gives a play-by-play of their creative process―from generating ideas to doing a demo for Steve Jobs.” ―Adam Grant, New York Times bestselling author of Originals, Give and Take, and Option B (with Sheryl Sandberg)

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About the Author

Ken Kocienda was a software engineer and designer at Apple for over fifteen years. After graduating from Yale, he fixed motorcycles, worked in the editorial library of a newspaper, taught English in Japan, and made fine art photographs. Eventually, he discovered the internet, taught himself computer programming, and made his way through a succession of dot-com-era startups, before landing at Apple in 2001, where he worked on the software teams that created the Safari web browser, iPhone, iPad, and Apple Watch. Ken lives in San Jose, California with his wife.

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Product details

Hardcover: 304 pages

Publisher: St. Martin's Press (September 4, 2018)

Language: English

ISBN-10: 9781250194466

ISBN-13: 978-1250194466

ASIN: 1250194466

Product Dimensions:

6.4 x 1.1 x 9.6 inches

Shipping Weight: 1 pounds (View shipping rates and policies)

Average Customer Review:

4.4 out of 5 stars

47 customer reviews

Amazon Best Sellers Rank:

#23,331 in Books (See Top 100 in Books)

This is the real deal, written by an insider (I was also there during that time). This book accurately describes Apple's software engineering during the second Steve Jobs era. (For hardware engineering, read Adam Lashinsky's Inside Apple.)The vivid descriptions in the book are better than the analyses. I would stress that the principles and practices described by the author were completely unwritten and unnamed, as the author says. So if you're trying to be like Apple by reading a book, you're doing it wrong. If you want to be like Apple, ditch the business books and startup blogs (do you think Steve Jobs read those things?), and really focus on the product. There's nothing in the book about MVP, Agile, Scrum, A/B testing, TDD, etc. Apple really didn't work like that. The key is what the author calls "creative selection" (demoing/dogfooding/iterating/converging the product), with tight loops of communication (with minimal teams, enforced by secrecy).One thing that occurred to me is that the examples given (and generally in Apple's history) are ones where the product definitions were relatively well-formed and concrete up-front, leaving plenty of room for technical innovation (but little room for exploration and business validation). Before getting to that concrete vision, the Apple way isn't applicable.

1. It'd be tempting to have played up the Steve Jobs angle throughout but the author doesn't do that, he admits that Jobs wouldn't have been able to pick him out in a small crowd.2. There aren't many business related books about the work of an "individual contributor", which makes it refreshing, the activity was the day to day work and output.2a. This meant he could tell the story of Apple's culture and influences without trying to be the center of the story.3. A large part of the story is about a specific problem to solve (the iPhone keyboard) and how it was overcome, but the story was able to zoom out as well and talk about design in general.4. There isn't a lot of ego, he talks about who helped him, mistakes along the way etc.

This book does an amazing job describing what a regular day-to-day stuff an engineer/designer needs to do to bring new products into the world. The Apple part is bonus; anyone who wants to build software for a living should read this, especially anyone who wants to work in new emerging domains.

I listened intently to this book from two perspectives: as a long-time user/fan of Apple products and as a leader of a school district's technology department. The book was was interesting, informative, and enjoyable though both lenses, personally and professionally. Kocienda provides a fascinating view into the process of design at Apple and gives a perspective from the inside rarely told. He effectively takes the reader/listener through the idea stages, into the design process, and to the shipped product, all while explaining intricate details and telling interesting stories along the way. In education, we often tell our students (and teachers) about the importance of using the "4 Cs"—creativity, collaboration, communication, and critical thinking—to prepare our students for the world. Kocienda gives concrete examples of how he used all the "Cs" throughout his illustrious career designing and developing products many of us use every day. While I purchased both the Kindle and Audible version of this book, I must recommend the Audible version since Kocienda provides his own voice as the reader. In addition to his talent as an author, he clearly has a talent as a voiceover artist as I feel his voiced account of his story added another important dimension.

A true insider account of the development of the greatest consumer product ever made. What does it take to create something as revolutionary as the iPhone? Ken Kocienda's first hand account offers up some surprises. Apple looked down upon the in vogue A/B testing believing they would know what consumers wanted better than consumers. The company also believed in "directly responsible individuals" to lead projects which seems more top down than most organizations.The author does a nice job of marrying difficult programming concepts such as "compilers" and "porting" with interesting discussion involving Immanuel Kant and Vince Lombardi. Of course, Steve Jobs features prominently and his eagerness to "relentlessly chase perfection" is apparent throughout the book. I also gained a new found respect for how much work was put into the auto-type of the iPhone keyboard.The one negative I thought was that it could be a little too tailored to product development. If that is not your interest, you may find this a little slow at times. This is not a fast paced account of Steve Jobs but more of a detailed analysis of the plethora of steps needed to design something great.

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Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs, by Ken Kocienda PDF

Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs, by Ken Kocienda PDF