Apple's Greg Joswiak describes Apple's four principles of success

Greg Joswiak, Apple's vice president of iPod, iPhone, and iOS product marketing, shared four keys to Apple's success at a recent event titled "Silicon Valley Comes to Cambridge." You can hit the original story at The Wall Street Journal for the full text of each point, but we've pared them down to the basics below.

• Focus: It means saying no, not saying yes.
• Simplicity: Make complex things simple.
• Courage: Don't hang on to ideas from the past even if they have been successful for you.
• Best: If you can't enter the market and try and be the best in it, don't enter it.

Joswiak knows what he's talking about; he's worked at Apple for 20 years, and he's been responsible for marketing some of the most successful electronic products ever -- forget most successful Apple products, we're talking most successful gadgets from anyone, period.

What's refreshing about these four points is they sound as though they could have come from Steve Jobs himself; though the man himself is gone, the company he built has clearly internalized the principles that made it successful in the first place.