The second part of the canvas is the who we have this, we love to start projects. First of all, I think one of the, the most commonly used words and more like words is kickoff. So who's in charge of the project who's accountable of the project is essential, it has to be defined at the beginning of the project. Let me give you another example. Something that I love. One of these great examples of best projects.
It was called the project purple project purple. I don't know if you know about it, but it's the code that was used by Apple when they developed the first iPhone. What's fascinating about this project, which probably has been, if not one of the most successful commercial projects in the last 2030 years, the iPhone. This story about this project is the idea of having an iPhone in action. was already on the table in 2001. But Steve Jobs which at the time was the CEO of Apple said, Great idea, but it's not the right moment.
He said, Let's we need to focus we need to do iTunes, we need to do iPod. So maybe practice do some many tests. But no, it's not the right time. It took them three years the project proposal was launched in 2004. Three years to to take the decision of, yes, we're now going to move into a project now is the right time. And what Steve Jobs said is okay, now we take this serious, everybody's going, which we select for the project is going to work hundred percent.
So they weren't selecting the best people in Napa. Best designer best developers say you want to be part of this project. Yes. So you stop what you're doing today. You move tomorrow to that building. That's where it went to work on something very secret, who's going to take care of my job, don't worry about that.
We'll take care. And they did that with the top team. So they created an A team. Hundred percent dedicated with resources with a clear vision of what they had to do. But even more important, Steve job was the accountable for the project. He knew that his was his responsibility.
He was spending two days around two days per week with the project team trying to solve the issues they were finding the signing the iPhone, taking decisions about functionality and changes. So that's something that you want in your projects, clear accountability, if comes from the top, they need to be engaged one two days per week, best team in the teams, put them on your projects and there's good chances that your projects will be successful.