Rule #1: Do what you love to do.
Steve Jobs once told a group of employees, "A man with passion can make the world a better place." Jobs has been following his heart all his life, and he says it's that passion that has made all these changes possible. Unless you have a passion for moving society forward, it's hard to embrace new, creative and different ideas.
Rule #2: Have a vision to change the world.
Passion is like fuel for a rocket, and ideals guide it to the finish line. When Steve Jobs and Steve Wozniak met, it was all about passion. In 1979, when he was shown a primitive, crude user-graphics interface at Xerox Corporation's research lab in Palo Alto, California, he immediately recognized that the technology would bring computers into people's daily lives. The technology would eventually give birth to the McIntosh computer, which would change every aspect of human-computer communication. The Xerox scientists didn't realize the potential because they were focused on building a new kind of copier. Two people may see things the same way, but different "eyes" can lead to different ideas.
Rule #3: Brainstorm.
Steve Jobs once said, "Creativity is a bridge and a bond. Bridges and ties are about finding inspiration in other industries. Jobs was inspired by the phone book, meditation, a visit to India, a food processor at Macy's, or the Four Seasons, too many times to count. He wasn't "stealing" ideas, he was using ideas from other industries to fuel his own creativity.
Rule #4: It's not the product that sells, it's the dream.
For Jobs, people who buy Apple products are not "customers". They were people with hopes, dreams and ambitions. He built products to help people achieve their dreams. He once said, "Some people think people who buy Macs are crazy, but through that craziness we find genius. How do you see your customers? Help them bring out their inner talents and you will win their hearts.
Rule #5: Say no to a thousand things.
Steve Jobs once said, "I'm proud of the things I've done, but I'm equally proud of the things I've decided not to do." Jobs was always focused on creating products with simple design. And that focus extends beyond the product. From the design of the iPod to the design of the iPad, from the packaging of Apple products to the functionality of its website, innovation in the Apple world means eliminating the superfluous and highlighting the necessary.
Rule #6: Deliver a super cool experience.
The Apple Store has become the best retail store in the world, creating a deeper, more emotional connection between the store and the customer through simple innovations that any company can adopt. There are no cashiers in an Apple Store, for example. There are experts, there are consultants, there are even geniuses, but there are no cashiers. The reason? Because Apple isn't in business to sell, it's in business to enrich the lives of its customers. There's a big difference between the two.
Rule #7: You have to know how to tell a story.
Steve Jobs was the world's best storyteller, and he turned product launches into an art form. If you don't know how to whet people's appetites, even if you have the best idea in the world, it's useless.
In short, innovation is a new way of doing things that has a positive effect. Anyone in any organization, regardless of their title or position, can innovate. Make innovation a part of your brain's DNA by constantly thinking about change in business.