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The system is that there is no system. That doesn't mean we don't have process. Apple is a very disciplined company, and we have great processes. But that's not what it's about. Process makes you more efficient.
But innovation comes from people meeting up in the hallways or calling each other at 10:30 at night with a new idea, or because they realized something that shoots holes in how we've been thinking about a problem. It's ad hoc meetings of six people called by someone who thinks he has figured out the coolest new thing ever and who wants to know what other people think of his idea.
And it comes from saying no to 1,000 things to make sure we don't get on the wrong track or try to do too much. We're always thinking about new markets we could enter, but it's only by saying no that you can concentrate on the things that are really important.
--
As quoted in "The Seed of Apple's Innovation" in BusinessWeek (12 October 2004)

 

Steve Jobs

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What I mean by 'thought' is the whole thing — thought, 'felt', the body, the whole society sharing thoughts — it's all one process. It is essential for me not to break that up, because it's all one process; somebody else's thought becomes my thought, and vice versa. Therefore it would be wrong and misleading to break it up into my thought, your thought, my feelings, these feelings, those feelings. I would say that thought makes what is often called in modern language a system. A system means a set of connected things or parts. But the way people commonly use the word nowadays it means something all of whose parts are mutually interdependent — not only for their mutual action, but for their meaning and for their existence. A corporation is organized as a system — it has this department, that department, that department... they don't have any meaning separately; they only can function together. And also the body is a system. Society is a system in some sense. And so on.
Similarly, thought is a system. That system not only includes thought and feelings, but it includes the state of the body; it includes the whole of society — as thought is passing back and forth between people in a process by which thought evolved from ancient times. Thought has been constantly evolving and we can't say when that system began. But with the growth of civilization it has developed a great deal. It was probably very simple thought before civilization, and now it has become very complex and ramified and has much more incoherence than before.
Now, I say that this system has a fault in it — a 'systematic fault'. It is not a fault here, there or here, but it is a fault that is all throughout the system. Can you picture that? It is everywhere and nowhere. You may say "I see a problem here, so I will bring my thoughts to bear on this problem". But "my" thought is part of the system. It has the same fault as the fault I'm trying to look at, or a similar fault.
Thought is constantly creating problems that way and then trying to solve them. But as it tries to solve them it makes it worse because it doesn’t notice that it's creating them, and the more it thinks, the more problems it creates.

 

David Bohm

 

Dershowitz: The Israeli military then did an analysis, and they discovered, of course, that when they dropped that bomb and killed those people, they had no idea that those people were in the building, and the people who made the decision to drop the bomb were criticized and disciplined for it. The point I make is, when they knew, for sure, that family members were there, they withheld doing it. That doesn't deny the fact that on occasion they will accidentally make a decision that's wrong. The difference is deliberateness, willfulness…
Norman Finkelstein: …That was a nice fairy tale, dropping a 1 ton bomb on a densely populated civilian neighborhood in Gaza, and they had no idea that civilians would be there. And then he goes on to fantasy #2, that those who did it were disciplined. Really, Mr. Dershowitz? I'd love the evidence for that. I mean, if I could get $10,000 for every one of your fraudulent statements…

 

Alan Dershowitz

 

The nature of the personal computer is simply not fully understood by companies like Apple (or anyone else for that matter). Apple makes the arrogant assumption of thinking that it knows what you want and need. It, unfortunately, leaves the “why” out of the equation — as in “why would I want this?” The Macintosh uses an experimental pointing device called a “mouse”. There is no evidence that people want to use these things. I don’t want one of these new fangled devices.

 

John C. Dvorak

 

"For if the people join to their presence in the historical process critical thinking about that process, the threat of their emergence materializes in a revolution. Whether one calls this correct thinking 'revolutionary consciousness' or 'class consciousness,' it is an indispensable precondition of revolution. The dominant elites are so well aware of this fact that they instinctively use all means, including physical violence, to keep people from thinking."

 

Paulo Freire

 

The Western World has been brainwashed by Aristotle for the last 2,500 years. The unconscious, not quite articulate, belief of most Occidentals is that there is one map which adequately represents reality. By sheer good luck, every Occidental thinks he or she has the map that fits. Guerrilla ontology, to me, involves shaking up that certainty. I use what in modern physics is called the "multi-model" approach, which is the idea that there is more than one model to cover a given set of facts. As I've said, novel writing involves learning to think like other people. My novels are written so as to force the reader to see things through different reality grids rather than through a single grid. It's important to abolish the unconscious dogmatism that makes people think their way of looking at reality is the only sane way of viewing the world. My goal is to try to get people into a state of generalized agnosticism, not agnosticism about God alone, but agnosticism about everything. If one can only see things according to one's own belief system, one is destined to become virtually deaf, dumb, and blind. It's only possible to see people when one is able to see the world as others see it. That's what guerrilla ontology is — breaking down this one-model view and giving people a multi-model perspective.

 

Robert Anton Wilson