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You need a very, exceptionally clear vision. And to me, a vision is something that you can say in one sentence. The fewer the words the better.
The reason Apple is really good, I think, and the reason their stores succeeded, is not just 'cause we know the big idea, but we have a real passion for the littlest detail. It's legendary in our products.
The core value that differentiates Apple is our ability to innovate.
Innovation is this amazing intersection between someone's imagination and the reality in which they live. The problem is, many companies don't have great imagination, but their view of reality tells them that it's impossible to do what they imagine.
Design works if it's authentic, inspired, and has a clear point of view. It can't be a collection of input.
Apple has great marketing, among the best PR and marketing in the world.
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