- Cover
- Title
- Copyright
- Acknowledgments
- Preface
- Introduction
- PART 1: From Insanely Successful Episodes
- PART 2: Emergence of a Brand: From Failures to Everyday Situations (In Search of Exclusive Value)
- 11 Failures Left Behind
- 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
- PART 3: Importing Apple’s Genes into Transferable Knowledge (In Evidence of Deeper Gaps)
- Conclusion
- APPENDICES
- Appendix 1: Apple Genes List
- Appendix 2: On the True Nature of Software
- Appendix 3: On Purposefully Recalling Leonardo Da Vinci Design Innovation Codes
- Appendix 4: Further Tips in Designing Innovations with C-K Theory
- Appendix 5: Tips on Deepening Understanding by Using Trialectics
- Appendix 6: Selected Quotes from Steve Jobs
- Bibliography
- Index
- End User License Agreement
Sequencing Apple’s DNA
Patrick Corsi
Dominique Morin
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