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The Evolution of Creative Selection
The culture of never really being satisfied, never being done with the work, always able and willing to go back and try again. The way you describe the culture, so different than your peers. This is a great moment for a pivot because everything you're describing is one instance, your situation, one aspect of the iPhone. But you lay out in your work this evolutionary design model, this thing, this Darwinian process that you guys pulled together. You call it creative selection. All this is about incremental improvement.