“I’ll know it when I see it!”

I heard Steve Jobs said this once to his team of designers.

And I have to sympathise with the designers.

This has to be up there as one of the most unhelpful pieces of feedback.

Because how does the design team find ‘it’?

They could break into Steve’s head and rummage around but as he said even he doesn’t know.

They could display every single possible option but that could take forever and they’ve got deadlines to hit.

What is the team going to do?

In my opinion, at this stage the responsibility lies with Steve and not the team.

I think that Steve owes it to his team to show them or at least try to describe to them what ‘Yes’ looks like.