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When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.
Jonathan Ive
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Interpretation

What this quote means

This quote emphasizes the challenges of maintaining focus on a product while addressing seemingly unrelated problems.

Jonathan Ive's quote highlights the complexity of product development, where problem-solving may lead one to address issues that seem distant from the core product. This process can sometimes create an abstraction that distracts individuals from their primary goal, demonstrating the importance of maintaining clarity and focus during innovation.

Themes

Product DevelopmentProblem SolvingFocusInnovationDesign

In practice

Example use cases

During a product team meeting, to remind everyone to stay focused on the main objectives.

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Goal we've always had for design at Apple is to create solutions that are inevitable.
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