Jonathan Ive has an advice for executives who are trying to copy Apple's success. Don't.
Ive said forcefully and repeatedly, companies need to define their own clear, high-minded raison d'être . That should drive the actions and decisions of every employee, from the C-suite down.
BusinessWeek's Helen Walters was at the Royal Geographical Society where Ive had an hour long conversation with Sir Christopher Frayling, rector of the Royal College of Art.
We try not to bring out another product that's just different. 'Different' and 'new' is relatively easy. Doing something that's genuinely better is very hard.