Steve Jobs on working backwards from the customer (WWDC 1997)
A developer insults him from the floor. His answer is a five-minute lesson in starting from the experience, not the technology.
A short clip from Apple's Worldwide Developers Conference in 1997, months after Jobs returned to Apple. The full session is on YouTube.
Why we keep coming back to it
He starts from what the customer experiences and works back to the technology, not the other way round.
He admits he had made the opposite mistake himself, more than once.
He defends killing good work because it didn't fit what Apple was for.
Read alongside: Start with the why: work backwards from the customer.