His uncanny ability to develop and design technology products (now everyday products) that people love was like no other entrepreneur's before, during or after his time. He's truly a legend in the concept of innovative and interactive design. He focused on design and was insistent that it be absolutely perfect. It was his belief that design is a critical component to developing next-generation products that people love. I think there is a lot to be learned here. He made one aspect of building his business (that is, design) very important as opposed to other areas. This evolved into Apple's competitive advantage and the company's brand.