"When it comes to radical innovation of meanings, a product's culture reflects the culture [values, norms, beliefs, and aspirations] of the executive who has launched it." Is it that important? photo of Roberto VergantiRoberto Verganti: Not necessarily, but if I wish to be a good CEO, a good executive, the product design will be affected by the way I see the world. Coming back to the example of Steve Jobs and Apple, you can see that Apple's products reflect the way Jobs sees the world. It's the way he sees life. This is a good thing. One thing that I like a lot about Steve Jobs is that when he can – and the only restrictions has related to his health – he presents Apple's new products himself. He jumps onto the stage and introduces the products. He likes to say his nametag is on the product.