How does the following apply to the go/no go process?
Jobs's primary role at Apple is to turn things down. "He's a filter," says the Mac engineer Hertzfeld. Every day, the CEO is presented with ideas for new products and new features within existing ones. The default answer is no. Every engineer who has gone over a product with him has a story about how quickly Jobs reaches for the delete key. "I'm as proud of the products that we have not done as the ones we have done," Jobs told an interviewer in 2004.
Fast Company, July 2010
