This book aims to extract the "molecular genes" leading to craziness!
Geniuses are the ones who are "crazy enough to think they can change the
world" and boldly go where no one has gone before. Where no past habit
and usage are available, there is no proof of viability, as nobody has
done it yet, or even imagined it, and no roadmap for guidance or market
study has come up with it.
The authors call upon Leonardo Da Vinci, the Renaissance genius, who as
strange as it seems, shared many traits of personality with that of
Steve Jobs, in terms of the ways of performing. Da Vinci helps in
understanding Jobs, and hence Apple, with his unique way of designing
radically novel concepts, which were actually quite crazy for his time.
In order to shed light on a special creative posture, the indomitable
sense of specifying undecidable objects - a hallmark of the late Steve
Jobs - is what led the authors to match it with a specific design
innovation theory. A real theory, backed by solid mathematical proof,
exists and can account for the business virtue of a prolific ability to
move into unknown crazy fields! The authors postulate that, by bringing
the power of C-K theory to crack open a number of previous observations
made about Apple's methods, it is possible to identify most of the genes
of this company.
The authors analyze how and why an Apple way of doing business is
radically different from standard business practices and why it is so
successful. Genes are a measure of the entity at hand and can encourage
past business education routine approaches, then become transferable
across the spectrum of the socio-economic world.
