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In their book “The Three Rules”, Raynor and Ahmed attempt to find rules for business that are always true – regardless of industry, type of company, the economy, etc. They found three: Rule #1: Better before Cheaper Rule #2: Revenue before Cost Rule #3: There are no other rules. “Better before Cheaper” means that if you are faced with a choice between making your product better, or making it cheaper, always choose better. Apple did not focus on finding ways to design and manufacture for less cost, they were focused like a laser beam on how to design and manufacture a great product.