Jony Ive’s Worksheet for Products People Actually Love

This worksheet distills Jony Ive’s thinking into 17 sharp questions that can guide any marketer, designer, or founder to create products that not only sell but are adored. It’s not fluff—it’s a checklist for emotional connection and timeless usability.

Why It Works

• Forces clarity on audience and purpose

• Blends function with emotion (beauty + honesty)

• Prioritizes simplicity and sustainability

• Builds longevity and trust into the design

• Ends with pride—if you wouldn’t show it off, don’t ship it

Real-World Proof

• Apple’s iPhone: simplicity as luxury

• Muji: “as little as possible” design in everyday goods

• Tesla: purposeful design that improves life and lasts

Creative Variations

Hand-drawn pen style

Classic 1950s print ad

Futuristic style

Funny style