How to design insanely great products
As someone who works with concepts, branding, and digital products, I often return to the timeless design principles of Steve Jobs. His way of thinking about design wasn’t just about making things look good, it was about making them work beautifully.
Here are some of the key takeaways I believe every designer, product builder, and innovator should remember:
1. Simplicity is the ultimate sophistication
Jobs famously said:
“If users need a manual, the design has failed.”
That’s a high bar, but it’s true. Complexity kills adoption.
- Remove unnecessary buttons, steps, and features.
- Make products obvious to use.
- Focus on flow, not features.
Example: Think about how the iPod had just one scroll wheel and a few buttons. and that was enough to navigate thousands of songs.
2. Start with the user experience
Too many products start with the tech and then force users to adapt. Jobs flipped that:
- Begin with the experience, then work backwards to the technology.
- Every interaction should feel magical.
- The best interface is no interface. When technology disappears.
This is also true in branding and digital services: design the feeling first, then figure out the backend.
3. Details matter more than you think
- Obsess over every pixel, transition, and corner.
- Make the invisible parts as beautiful as the visible ones.
- Quality should be everywhere, not just on the surface.
Example: Even the inside of Apple devices (which most users never saw) was designed with care. That philosophy shows respect for the product, and the user.
4. Innovate by showing people the future
Market research has limits. If you only ask customers what they want, you’ll get incremental answers.
“If I had asked people what they wanted, they would have said faster horses.” — Henry Ford
True innovation is about spotting what others can’t see yet. Show people something they didn’t know they needed.
5. Control the whole experience
Apple’s magic came from controlling both hardware and software.
- Great experiences come when everything works together seamlessly.
- Don’t compromise your vision by relying too much on others’ components.
This applies to startups too. Sometimes it’s better to build your own stack if it ensures a better end result.
6. Say no (a lot)
“Focus is about saying no to good ideas.”
- Do fewer things, but do them exceptionally well.
- Kill projects that don’t meet the highest standards.
- Ship only what feels absolutely right.
It’s hard, but it’s what separates great from average.
7. Prototype, test, and iterate
Ideas on paper are easy. Real prototypes are hard—and necessary.
- Build working models, not just drawings.
- Refine until it feels just right.
- Don’t be afraid to restart if it’s not perfect.
This is also how you keep momentum. By shipping, testing, and improving quickly. This is easier than ever now using AI. Read about my journey into vibe coding.
Design is not decoration
For me, these principles are a reminder that design is not decoration. It’s the entire product. Whether I’m working on a brand, a digital service, or a new concept, the goal is always the same: Make it simple. Make it delightful. Make it meaningful.
If you want to dive deeper, I recommend reading Jonathan Ive’s reflections on design at Apple or revisiting Jobs’ Stanford commencement speech. Both capture the mindset behind insanely great products.
