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by Dominique Morin, Patrick Corsi
Sequencing Apple's DNA
Cover
Title
Copyright
Acknowledgments
Preface
Setting a new stage
Why is this book different?
Bridging an Apple capacity for craziness and design innovation
How to use this book
The power is in the DNA
How did the authors come up with it?
How is the book structured?
Introduction
PART 1: From Insanely Successful Episodes
1 Sequencing the First Segments of Apple’s DNA
1.1. The gene, domain and cultural bias
1.2. Nine DNA segments of rare importance
2 On Risk Taking
2.1. Where is the gap?
2.2. Amplifying the gap and progressing
2.3. The genes
3 Product Design
3.1. Where is the gap?
3.2. Amplifying the gap and progressing
4 Market Studies
4.1. Where is the gap?
4.2. Amplifying the gap and progressing
5 Giving up Some Fights
5.1. The chasm
5.2. Amplifying the gap and progressing
6 Entering New Markets
6.1. The chasm
6.2. Amplifying the gap and progressing
7 Apple, the Learning Company
7.1. The chasm
7.2. Amplifying the gap and progressing
8 On Research and Development
8.1. The chasm
8.2. Amplifying the gap and progressing
9 On Company Acquisition
9.1. The chasm
9.2. Amplifying the gap
9.3. Progressing the gap
10 The Manager, the Software and the Process
10.1. The chasm
10.2. Developing the chasm
PART 2: Emergence of a Brand: From Failures to Everyday Situations (In Search of Exclusive Value)
11 Failures Left Behind
11.1. Why failures?
11.2. Failure dissolves in time
11.3. A basket of historical failures
12 A Cornucopia of Commerce Situations
12.1. Commercial policy
12.2. Asking customers
12.3. Forecasting and strategy
12.4. Grabbing a trend
12.5. Communicating
12.6. Getting incomparable value
12.7. Making something profitable
12.8. Going after the enterprise market
12.9. Expenses versus returns
12.10. Management to commitment to product
13 Emergence of a Brand
13.1. The chasm
13.2. Amplifying the gap and progressing
PART 3: Importing Apple’s Genes into Transferable Knowledge (In Evidence of Deeper Gaps)
14 On Structure and Contents
14.1. The chasm
14.2. Developing the chasm
15 You Said Reality? Which Reality?
15.1. The chasm
15.2. Developing the chasm
15.3. It’s all about perception
16 Combining the Genes
16.1. Taking stock of a flat list of genes
16.2. Setting the stage toward a combined dynamics
17 Evolving Competition
17.1. Cracking open the notion of “competition”
17.2. Designing an expanded understanding “competition”
18 Evolving Innovation
18.1. Cracking open the notion of “innovation”
18.2. Designing an expanded understanding of “innovation”
19 A Company Under (Dynamic) Tension
19.1. Tension is a co-evolving dynamic
19.2. Tension is a dynamic toward futures
19.3. Walking the way
20 Overcoming Common Blocking Points
20.1. The need for an innovation molecule
20.2. A need to revisit risk-taking
Conclusion
APPENDICES
Appendix 1: Apple Genes List
Appendix 2: On the True Nature of Software
A2.1. Software role, software people role
A2.2. Software, an immaterial product
A2.3. Software development activities – the CMM model
A2.4. Software people productivity
Appendix 3: On Purposefully Recalling Leonardo Da Vinci Design Innovation Codes
A3.1. Introduction
A3.2. Where a Leonardo inventor and designer shows the C-K way
A3.3. Create by starting from an empty space, then connect the dots
A3.4. On the value of the analysis
A3.5. Wrapping up the key elements of relevance to Apple
Appendix 4: Further Tips in Designing Innovations with C-K Theory
A4.1. Tracking dominant designs above all
A4.2. Why they (still) exist
A4.3. Why they still work (less and less)
A4.4. What would an industry breaker do?
A4.5. Conclusion
Appendix 5: Tips on Deepening Understanding by Using Trialectics
A5.1. Introducing trialectics
A5.2. Using trialectics
A5.3. Operating trialectics on the concept of “Brand”
A5.4. Articulating trialectics with C-K theory
A5.5. Conclusion
Appendix 6: Selected Quotes from Steve Jobs
Bibliography
Books about Apple
Complementary references
Sites of interest
Further reading
References specific to Appendix 3
Other references
Index
End User License Agreement
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Sequencing Apple’s DNA
Patrick Corsi
Dominique Morin
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