Inevitability

Most products are built with “isn’t it” in mind. They want their customers to remark:

Isn’t it innovative?

Isn’t it genius?

Building from “isn’t it” rarely leads to the innovative or genius.

Innovative, genius products are built with inevitability in mind. They want their customers to remark:

Why hasn’t it always been this way?

Inevitable products change the operating systems of the space they exist in. Ask yourself, “what would make us say, ‘why hasn’t it always been this way?'” The inevitable answer is the way.

Credit: Jony Ive

 

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