I’m not sure Apple even thinks about the competition. They’re uniquely themselves without worrying about anyone else. When I worked for Steve there was little discussion about the competition. The aim was for us to be the most extreme version of ourselves. When you adopt that approach, it causes you to think about things in a different way.

Keith Yamashita, from "The Apple Effect" in Saturday’s Christian Science Monitor

How should we be “the most extreme version of ourselves” in our own work lives? If more of us lived out this philosophy on the job and perhaps in our personal lives, would we be better off for it? I’m thinking, “Yes!” (within reason, of course). *grin*

~Trent Gilliss, senior editor

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