Saying No and Ideation: The Power of Subtraction

The insight revolves around the concept of saying no and the power of ideation in decision-making. The idea is not only about saying no to a thousand things but also having a thousand things to say no to. In the context of a conversation between Johnny Ive and Steve Jobs, the emphasis is on giving people permission and creating a culture of subtraction. Jobs would frequently ask Ive what he had recently said no to, challenging him to refuse things he truly desired. This questioning approach highlights the importance of having the courage to reject even things that are difficult to decline, ultimately leading to a culture of essentialism.

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