Everything is the Consequence of Multiple Decisions.

'I was so incredibly lucky to grow up in the context of workshops...[I acquired] a natural understanding that everything...is made, and is the consequence of multiple decisions.'

- Sir Jonathan Ive, Senior Vice-President of Design, Apple Corporation.

Jony Ive understands and makes decisions. Apple has sold one and a half billion Widgets he designed.

A hundred thousand Apple employees and millions of shareholders and retailers rely on his decision-making.

He applies Widget Thinking.  Steve Jobs described him as 'the most focussed human being I've come across.'

“I’m always focussed on the actual work, and I think that’s a much more succinct way to describe what you care about than any speech I could ever make.” He understands that design is ultimately about delivering something. It's all about the Widget.

Jony Ive is on a relentless pursuit of perfection. Billions of dollars depend on it and hundreds of millions of us benefit from it in our use of Apple products. How can he accommodate mistakes?

'Everything we make I could describe as being partially wrong, because it’s not perfect...We get to do it again. That’s one of the things Steve and I used to talk about: ‘Isn’t this fantastic? Everything we aren’t happy about...we can try and fix.’ ”