Aspects of Wizardry: Be Creative, not Reactive

image00Wizards create, they don’t react. They come up with a new way to solve a problem, instead of just jumping into the fray by reacting.

Thank you Tobias Beckwith for this story about Steve Jobs.

When low cost microprocessors and memory became available Steve Jobs didn’t react. He refused to jump on the Netbook bandwagon. He said “We don’t know how to build a sub-$500 computer that is not a piece of junk.”

So he waited, and applied creative thinking. Apple eliminated the keyboard. They used the touch interface they had mastered in the iPhone products.  That’s when Apple created the iPad.

Steve Jobs, an extraordinary wizard, generated that product from creativity, not reactivity.