One of the things that Jony Ive had learnt from Steve Jobs was how to focus. Steve had asked Jony to list the things that he had said No to. Jony gave it some thought and listed a few things that he had said No to. However, Steve knew that Jony wasn’t interested in doing those things anyway. Steve then gives this definition of focus -
What focus means is saying NO to something that with every bone in your body, you think is a phenomenal idea and you wake up thinking about it, but you say NO to it because you’re focusing on something else.
He couldn’t have defined it better!
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