The 27 genes discussed in this book are recapitulated here:

Gene AAPL001 – Accept risk, turn it into opportunity.

If you do not accept risk, then keep away from any business.

Gene AAPL002 – Have Chuztpah.

Excellence in management requires Chutzpah.

Gene AAPL003 – Product is more than product.

The design team’s objective is to come up with an “insanely great” product.

Gene AAPL004 – Turn essentials inside out.

Removing what is unnecessary is more valuable than blindly stacking functionality.

Gene AAPL005 – Product existence is by using it.

Enhancing customer experience rather than the spec. sheet.

Gene AAPL006 – Always keep the end in sight.

Polarize all developments by working toward an aim.

Gene AAPL007 – Be your own judge.

The best approach to come up with an “insanely great” product for designers is to realize the product they would have liked to buy.

Gene AAPL008 – Impose strategic rhythm to markets.

Do not become a “me-too” supplier. Anything you launch should be strategic.

Gene AAPL009 – Aim for the top.

By thinking from the top, you let others consolidate your basis – from below.

Gene AAPL010 – Anticipate.

A lower position can no longer be overcome through frontal assault on same battleground, rather by skating where the puck is going to be.

Gene AAPL011 – Select your fights.

This strategy requires patience, as the puck may move slowly.

Gene AAPL012 – See the new in the old.

A new category is formed out of blurring the divisions between old ones.

Gene AAPL013 – Practice perseverance.

Success requires perseverance. Not to be confused with stubborness.

Gene AAPL014 – Failure today breeds tomorrow’s success.

Recognizing a failure is a tough act for a leader. Arguably it is the only way to make progress.

Gene AAPL015 – R&D is a means, not an end.

The product roadmap drives the entire R&D effort.

Gene AAPL016 – Decouple R&D spending from innovation spending.

Technology change management includes an acquisition policy which must outrun competitors.

Gene AAPL017 – Acquire the right company at the right time.

Technology change management includes an acquisition policy which must outrun the competitors.

Gene AAPL018 – Software is a powerful force.

Software pushes other technology types around; therefore balances power within enterprises.

Gene AAPL019 – Software differentiates.

Regard software as a differentiating factor, not as a commodity.

Gene AAPL020 – Software is different development.

Software development presents a fundamental management issue. A modern manager must understand software specificities.

Gene AAPL021 – Respect software status and software people.

Good software cannot be built on top of contempt software.

Gene AAPL022 – Software process.

Mastering the software development process is not in contradiction with hiring exceptional, off-the-scale talent.

Gene AAPL023 – Reveal markets indirectly.

Use that terrible failure as bait revealing the “truer market.”

Gene AAPL024 – A good idea requires the right timing.

Bad timing does not imply a bad idea. A good idea must wait until the time comes for it.

Gene AAPL025 – Blend form and function.

As a medium is a message, a form factor carries meaning. But it should be aligned with content, i.e. function.

Gene AAPL026 – Meaning is everything.

A form factor that is not balanced with function relegated to decoration.

Gene AAPL027 – Top management must take charge in consumer markets.

In the consumer good markets – whatever the size – top level management is the front line when it comes to products.