Everybody wants to be Steve Jobs, but nobody wants to be Jony Ive

Or, read this as,

Everyone wants to come up with the "brilliant" ideas, but no one wants to do the work.

Reflecting on Alin Dragu's recent newsletter. He talks about five types of clients who make life miserable.

We encounter such people within the office too. Yes, they are everywhere.

The most popular is Strategy Steve. Has no idea how to do any of the tactical work so hoaxes himself as a “strategy guy.” (H/T, Alin Dragu)

This could be a boss or colleague, I've encountered both.

They think know marketing because they've seen a few advertisements or their favourite brand posted a cool piece of content. Or worse, they "know" people.

They'll even "help" the marketing team with "brilliant" ideas, but are like a fish out of water when it comes to executing.

Let's create content like this, this, and this! It'd be amazing!

Yes, but do you have any idea regarding the work that goes behind it, genius?

Let's roll out a website like Apple's. It's soooo much better than ours.

Well, give me a billion dollars and I'll get the world's top talent on it. Bet you didn't know that, huh!