Jony Ive on what Steve Jobs taught him about focus: “This sounds really simplistic but it still shocks me how few people actually practice this. It’s a struggle to practice this. Steve was the most remarkably focused person I ever met in my life. Focus is not something you aspire to. You don’t decide on Monday “I’m going to be focused.” It’s an every minute “Why are we talking about that?” *This* is what we are working on. You can achieve so much when you truly focus. One of the things Steve would say because he was worried I wasn’t focused — he would say how many things have you said no to? I would tell him I said no to this. And I said no to that. But he knew I wasn’t interested in doing those things. There was no *sacrifice* in saying no. What focus means is saying no to something that with every bone in your body you think is a phenomenal idea, you wake up thinking about it, but you say no to it because you are focusing on something else. You can achieve so much when you truly focus.”