Jobs’s sensibility was editorial, not inventive. His gift lay in taking what was in front of him-the tablet with stylus-and ruthlessly refining it. After looking at the first commercials for the iPad, he tracked down the copywriter, James Vincent, and told him, “Your commercials suck.”
“Well, what do you want?” Vincent shot back. “You’ve not been able to tell me what you want.”
“I don’t know,” Jobs said. “You have to bring me something new. Nothing you’ve shown me is even close.”
Vincent argued back and suddenly Jobs went ballistic. “He just started screaming at me,” Vincent recalled. Vincent could be volatile himself, and the volleys escalated.
When Vincent shouted, “You’ve got to tell me what you want,” Jobs shot back, “You’ve got to show me some stuff, and I’ll know it when I see it.”