Steve Jobs: You have to start with the customer experience and work backwards to the technology

I love this video of Steve Jobs from 1997, answering a hard question in an open and honest way. This is what I want to see more of from all our technology companies. Not polish, not script, just great products that they obviously love and can't wait to share with us, and a real dialog about the choices they made to get there.

Just watch it.


Senior Editor at iMore and a practicing therapist specializing in stress and anxiety. She speaks everywhere from conferences to corporations, co-host of Vector and Isometric podcasts, follow her on Twitter @Georgia_Dow and check out her series at