the small things unforgettable.
The devil’s in the details and few people were more obsessed with details than Jobs. We’ve all heard stories of Jobs driving his engineers crazy because he didn’t like the aesthetic of something inside the computer that nobody would ever see. Everything mattered. I recall visiting a cardboard box manufacturing facility in Modesto, California, to prepare for a keynote speech to industry executives. This company made boxes for Apple products. One factory manager said out of the thousands of brands they made boxes for, none were more particular than Apple. Steve Jobs demanded that the details of the box, the tactile design, had to be just right. The edges had to look and even feel a certain way. When customers opened an iPhone box, it had to set the tone for the experience. Far too many people and businesses overlook the details and the customer experience with the brand inevitably suffers. Details matter.