Uncovered Gem: Steve Jobs on Paul Rand

A brave assault on the paradox of choice, or why the best option is the only option.

This week’s uncovered gem is a 1993 interview of Steve Jobs, talking about what it was like to work with iconic designer Paul Rand, the mastermind behind the logo of Jobs’ second company, NeXT. And, like any genius, he seems to have equal parts brilliance and bravado, talent and tenacity.

I asked him if he would come up with a few options. And he said, ‘No, I will solve your problem for you, and you will pay me. And you don’t have to use the solution — if you want options, go talk to other people. But I’ll solve your problem for you the best way I know how, and you use it or not, that’s up to you — you’re the client — but you pay me.’

He’s a very deep, thoughtful person who’s tried to express in every part of his life what his principles are. And you don’t meet so many people like that today.

A wonderful companion read — a 1990 interview with Rand on what he calls “the play instinct”, echoed and evolved in a couple of our favorite TED talks, Tim Brown’s and Paula Scher’s.

Correction: Thanks to those who pointed out it was the NeXT logo in question, not the Apple one as we had originally written. We’re all for busting misconceptions and we’re never afraid to admit we’ve got something wrong, so thank you — here’s to learning something every day.

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