18 hours ago
- Apple's 50-year history includes a period of losing creative focus by spreading too thin.
- Tim Cook emphasizes the importance of saying no to thousands of projects to focus on the few that truly matter.
- Creative focus requires accepting rejection of many ideas to harness energy for key projects, and it's done right when it feels painful.
- Some projects are experiments, while others form the foundation of Apple's product portfolio; balancing them is the art of creative focus.
- Having limited time and energy means you cannot work on every inspired idea, and spreading yourself too thin reduces the quality of each project.
- The process of selecting which ideas to focus on is an art in itself, as leadership involves finding the fastest path, not necessarily the straightest one.
- Creative focus leads to abundance by prioritizing: deciding you cannot do everything allows you to do anything.