Apple's Values Drive Their Business — Do Yours?

I watched a Charlie Rose interview with Joni Ives last week.  Ives is the now legendary head of design for Apple — the guy who worked so closely with Steve Jobs and designed all the winning Apple products beginning with the iMac and including the iPhone.  That interview is well worth watching.
The part that really struck me was Ives describing how their corporate values really drive everything they do at a deep, fundamental, almost mystical level.  Like other companies that are truly driven by values, their values are about what they are striving to accomplish.  Here are three:

  • We believe that we’re on the face of the Earth to make great products
  • We believe in the simple, not the complex
  • We believe that we need to own and control the primary technologies behind the products we make

These are not the standard values that most companies have, you know, values like honest, teamwork, integrity, etc.  Those values are a given.  Rather, the values are about the work they do and what makes them unique.
Think about it.  If you were to develop of list of the values that truly should drive your business, your strategy, and the way you operate, what would they be?

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