Tuotekehityksen johtaminen vaatii kykyä tunnistaa koko yrityksen identiteetti sekä sen tuotekehityksen merkitys. Jonathan Ive näytti kuinka homma hoidetaan.
”When I joined Apple, the company was in decline," Mr. Ive told the Design Museum. "It seemed to have lost what had once been a very clear sense of identity and purpose. Apple had started trying to compete to an agenda set by an industry that never shared its goals."The creator behind Apple's comeback [Financial Post].