Apple's package-design team had just returned from its presentation to Steve Jobs, and the faces told the story—they had that "things didn't go exactly as we planned" look. "The suspense is killing me," I said to the project leader. "How'd it go this morning?" "Well," he said, "Steve hit us with the Simple Stick." Translation: Steve had rejected their work—not because it was bad but because, in some way, it failed to distil the idea to its essence. The person leading the project had directed the team to create packaging for two versions of the same product. Jobs had decided this was brain-dead. "Just combine them," he said. "One product, one box." There was no need to explore the idea of a second package.