Complex
“A complex system that works is invariably found to have evolved from a simple system that worked. The inverse proposition also appears to be true: A complex system designed from scratch never works and cannot be made to work. You have to start over, beginning with a working simple system.”
– John Gall
If there’s a formula to Apple’s (AAPL) success over the past 10 years, that’s it. Start with something simple and build it, grow it, improve it, steadily over time. Evolve it.




