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Purpose

  • Laurent Chevreux
  • Wim Plaizier
  • Christian Schuh
  • Wayne Brown
  • Alenka Triplat
Chapter

Abstract

Apple’s Steve Jobs gave the finest example for defining the purpose of a company. At the unveiling of the first generation iPad on January 27, 2010, Jobs said, “We’ve always tried to be at the intersection of technology and liberal arts, to be able to get the best of both, to make extremely advanced products from a technology point of view, but also have them be intuitive, easy to use, fun to use, so that they really fit the users—the users don’t have to come to them, they come to the user.”

Copyright information

© A.T. Kearney 2014

Authors and Affiliations

  • Laurent Chevreux
    • 1
  • Wim Plaizier
    • 1
  • Christian Schuh
    • 1
  • Wayne Brown
    • 1
  • Alenka Triplat
    • 1
  1. 1.ViennaAustria

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