When clients come to my design agency and say 'I want to be the Apple of this or that,' we say 'Okay, are you ready to be the Steve Jobs?' Few are up to the task.

Yves Behar’s quote—“When clients come to my design agency and say 'I want to be the Apple of this or that,' we say 'Okay, are you ready to be the Steve Jobs?' Few are up to the task”—is a commentary on the high level of commitment and innovation required to achieve the level of success that Apple and Steve Jobs represent in the world of design and technology. Behar is highlighting that while many clients aspire to emulate Apple’s iconic status, very few are prepared to take on the vision, leadership, and risk-taking associated with Jobs's approach to design and innovation. The quote emphasizes the difference between admiration for success and the hard work and courage needed to actually reach it.

The origin of this quote comes from Behar’s experience as a designer and entrepreneur, particularly through his agency Fuseproject, where he has worked with brands and companies to create innovative products. Known for his work in designing consumer electronics, furniture, and brand identities, Behar has often emphasized the importance of vision in design. His reference to Steve Jobs underscores the idea that achieving true innovation and creating lasting value requires not only great design but also leadership, risk-taking, and perseverance.

By saying, “Are you ready to be the Steve Jobs?” Behar is challenging his clients to understand that the path to becoming a transformative brand is not just about copying Apple’s success, but about having the courage to lead, innovate, and sometimes fail. Jobs was known for pushing boundaries and making bold decisions, and Behar’s question asks clients if they are prepared for the responsibility and vision that comes with being a trailblazer in their industry.

Ultimately, Behar’s quote is a reminder that design is not just about aesthetics or mimicking what works for others; it’s about having the courage to lead, innovate, and take risks in order to create something truly revolutionary. His emphasis on Steve Jobs highlights the transformative power of design when combined with a visionary approach, urging clients to embrace the challenging, creative, and sometimes uncomfortable aspects of innovation.