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Don't Bother; ""Let Me Tell You Where We're Going""; Leaving the Door Open; Will This Person Be Able to Share Bad News? 327 $a""Have You Ever Been Fired?""Looking for a Reaction; Judging the Ability to Contribute; The Below-Decks Crew Members; On Not Using Recruiters; All Hands on Deck; 6: To Protect Innovation, Create a Company within a Company; Taking Over; Reviving a Radical Idea: A Virtual Company within a Company; Creating a Skunk Works; Being Intrapreneurial; If All of Apple Had Become a Skunk Works; The Quest for Autonomy; Off Course: An Argument with Peter Drucker; Checklist: Is Your Organization Pirates . . . or The Navy?; An Effective Structure Can Survive a Change of Command 327 $a7: ""No More Crap Products"": Creating ExcellenceNo More Crap Products; Seeing into the Future; What Customers and Competitors Can and Can't Tell You; Don't Just Enter a Market, Build a Market; Becoming Your Own Best Customer; Facing Up to Mistakes; Steve Describes His Product-Creation Process; The Product Lineup: Saying No; Learning from Failure; 8: More on Product Strategy: Design Is How It Works; Product Development Decisions; Setting Standards: Design; Setting Standards: Simplicity; Setting Standards: Secrecy; Maintaining Control of Quality; Facing Up to Criticism 327 $aSteve's Legacy: The Power of the User Interface 330 $aA former Senior VP of Apple shares how Steve Jobs motivated people to do the best work of their lives Jay Elliot was hired personally by Steve Jobs, just in time to accompany him on the last of his historic visits to Xerox's Palo Alto Research Center, the visits that changed the course of computing. 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