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And It Comes From Saying No To 1,000 Things To Make Sure We Don't Get On The Wrong Track Or Try To Do Too Much. We're Always Thinking About New Markets We Could Enter, But It's Only By Saying No That You Can Concentrate On The Things That Are Really Important.

-Steve Jobs

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And It Comes From

Steve Jobs

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And It Comes From Saying No To 1,000 Things To Make Sure We Don't Get On The Wrong Track Or Try To Do Too Much. We're Always Thinking About New Markets We Could Enter, But It's Only By Saying No That You Can Concentrate On The Things That Are Really Important.

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The People Who Are Crazy Enough To Think They Can Change The World Are The Ones Who Do.

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Of Course, We Can Not Connect Imprint Future, You Can Just Hook Them To Look Back. So Rest Assured That The Dots, The Events In Your Life In One Way Or Another Will Affect Your Future. You Have To Have Faith In Something - The Courage, Destiny, Life, Destiny Or Whatever - Thinking That Has Made The Difference In My Life

Be Honest With Yourself And With People Always Do Everything On Time. Never Give Up, Go To Your Goals, Even If All The Bad. In This Life, All Really, You Only Need To Do. The More I Talk To People, The More I Am Convinced That In General They Have One Goal - To Become The Richest Dead In The Cemetery.

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You Know, Dr. Edwin Land Was A Troublemaker. He Dropped Out Of Harvard And Founded Polaroid. Not Only Was He One Of The Great Inventors Of Our Time But, More Important, He Saw The Intersection Of Art And Science And Business And Built An Organization To Reflect That. Polaroid Did That For Some Years, But Eventually Dr. Land, One Of Those Brilliant Troublemakers, Was Asked To Leave His Own Company - Which Is One Of The Dumbest Things I've Ever Heard Of.

Your Time Is Limited, So Don't Waste It Living Someone Else's Life. Don't Be Trapped By Dogma - Which Is Living With The Results Of Other People's Thinking. Don't Let The Noise Of Others' Opinions Drown Out Your Own Inner Voice. And Most Important, Have The Courage To Follow Your Heart And Intuition.

The Desktop Computer Industry Is Dead. Innovation Has Virtually Ceased. Microsoft Dominates With Very Little Innovation. That's Over. Apple Lost. The Desktop Market Has Entered The Dark Ages, And It's Going To Be In The Dark Ages For The Next 10 Years, Or Certainly For The Rest Of This Decade.

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What We Want To Do Is Make A Leapfrog Product That Is Way Smarter Than Any Mobile Device Has Ever Been, And Super-easy To Use. This Is What Iphone Is. Ok? So, We're Going To Reinvent The Phone.

Stealing Things Is Everybody's Problem. We [apple Inc.] Own A Lot Of Intellectual Property, And We Don't Like When People Steal It. So People Are Stealing Stuff And We're Optimists. We Believe That 80 Percent Of The People Stealing Stuff Don't Want To Be; There's Just No Legal Alternative.

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All We Are Is Our Ideas, Or People. That's What Keeps Us Going To Work In The Morning, To Hang Around These Great Bright People. I've Always Thought That Recruiting Is The Heart And Soul Of What We Do.

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Our Approach Is To Think Of Companies Not As Businesses But As Collections Of People. We [apple]want To Qualitatively Change The Way People Work. We Don't Just Want To Help Them Do Word Processing Faster Or Add Numbers Faster. We Want To Change The Way They Can Communicate With One Another. We're Seeing Less Paper Flying Around And More Quality Of Communication.

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We've Got To Make The Small Things Unforgettable.

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I Was Lucky - I Found What I Love To Do Early In Life.

A Brand Is Simply Trust.

Let's Go Invent Tomorrow Instead Of Worrying About What Happened Yesterday.

What We're Doing Here Will Send A Giant Ripple Through The Universe.

If You're Afraid Of Failing You Won't Get Very Far

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Oh Wow. Oh Wow. Oh Wow.

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Honest Feedback

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Stay Hungry, Stay Foolish.

I Naively Chose A College That Was Almost As Expensive As Stanford, And All Of My Working-class Parents Savings Were Being Spent On My College Tuition. After Six Months I Couldn't See The Value In It. I Had No Idea What I Wanted To Do With My Life And No Idea How College Was Going To Help Me Figure It Out.

As Individuals, People Are Inherently Good. I Have A Somewhat More Pessimistic View Of People In Groups. And I Remain Extremely Concerned When I See What's Happening In Our Country, Which Is In Many Ways The Luckiest Place In The World. We Don't Seem To Be Excited About Making Our Country A Better Place For Our Kids.

I Don't Want To Fail, Of Course. But Even Though I Didn't Know How Bad Things Really Were, I Still Had A Lot To Think About Before I Said Yes. I Had To Consider The Implications For Pixar, For My Family, For My Reputation. I Decided That I Didn't Really Care, Because This Is What I Want To Do. If I Try My Best And Fail, Well, I've Tried My Best.

Make It Like A Sunflower.

Customers Always Want Something New

I Think We Need Editorial Oversight Now More Than Ever. Anything We Can Do To Help Newspapers Find New Ways Of Expression That Will Help Them Get Paid, I Am All For.

No One Wants To Die. Even People Who Want To Go To Heaven Don't Want To Die To Get There. And Yet Death Is The Destination We All Share. No One Has Ever Escaped It. And That Is As It Should Be, Because Death Is Very Likely The Single Best Invention Of Life. It Is Life's Change Agent. It Clears Out The Old To Make Way For The New.

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This Revolution, The Information Revolution, Is A Revolution Of Free Energy As Well, But Of Another Kind: Free Intellectual Energy.

Many Companies Forget What It Means To Make Great Products. After Initial Success, Sales And Marketing People Take Over And The Product People Eventually Make Their Way Out.

Team, It Turned Out That Michael Dell Wasn't Perfect At Predicting The Future. Based On Today's Stock Market Close, Apple Is Worth More Than Dell. Stocks Go Up And Down And Things May Be Different Tomorrow But I Thought It Was Worth A Moment Of Reflection Today.

Things Don't Have To Change The World To Be Important.

You Can Tell A Lot About A Person By Who His Or Her Heroes Are.

Forget Everything

Innovation Distinguishes Between A Leader And A Follower.

Your Time Is Limited, So Don't Waste It Living Someone Else's Life.

What A Computer Is To Me Is The Most Remarkable Tool That We Have Ever Come Up With. It's The Equivalent Of A Bicycle For Our Minds.

That's Been One Of My Mantras - Focus And Simplicity. Simple Can Be Harder Than Complex: You Have To Work Hard To Get Your Thinking Clean To Make It Simple. But It's Worth It In The End Because Once You Get There, You Can Move Mountains.

To Have Your Whole Music Library With You At All Times Is A Quantum Leap In Listening To Music. How Do We Possibly Do This?

First Was The Mouse. The Second Was The Click Wheel. And Now, We're Going To Bring Multi-touch To The Market. And Each Of These Revolutionary Interfaces Has Made Possible A Revolutionary Product - The Mac, The Ipod And Now The Iphone.

The Mark Of An Innovative Company Is Not Only That It Comes Up With New Ideas First, But Also That It Knows How To Leapfrog When It Finds Itself Behind.

Taking Lsd Was A Profound Experience, One Of The Most Important Things In My Life. Lsd Shows You That There’s Another Side To The Coin, And You Can’t Remember It When It Wears Off, But You Know It. It Reinforced My Sense Of What Was Important—creating Great Things Instead Of Making Money, Putting Things Back Into The Stream Of History And Of Human Consciousness As Much As I Could.

What A Computer Is To Me Is It's The Most Remarkable Tool That We Have Ever Come Up With. It's The Equivalent Of A Bicycle For Our Minds.

Some People Can Do One Thing Magnificently, Like Michelangelo, And Others Make Things Like Semiconductors Or Build 747 Airplanes -- That Type Of Work Requires Legions Of People. In Order To Do Things Well, That Can't Be Done By One Person, You Must Find Extraordinary People.

I Had Been Rejected, But I Was Still In Love.

There’s A Temptation In Our Networked Age To Think That Ideas Can Be Developed By Email And Ichat. That’s Crazy. Creativity Comes From Spontaneous Meetings, From Random Discussions. You Run Into Someone, You Ask What They’re Doing, You Say ‘wow,’ And Soon You’re Cooking Up All Sorts Of Ideas.

Never Settle For Average.

Have The Courage To Follow Your Heart And Intuition.

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You've Heard Of Plug-and-play. This Is Plug, Unplug And Play. It's So Simple To Use, It's Unbelievable.

Being The Richest Man In The Cemetery Doesn't Matter To Me.

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Strategy Is Figuring Out What Not To Do.

Innovation Is The Ability To See Change As An Opportunity - Not A Threat

An Ipod, A Phone, An Internet Mobile Communicator... These Are Not Three Separate Devices! And We Are Calling It Iphone! Today Apple Is Going To Reinvent The Phone. And Here It Is.

Good Pr Educates People; That's All It Is. You Can't Con People In This Business. The Products Speak For Themselves.

It Is Piracy, Not Overt Online Music Stores, Which Is Our Main Competitor.

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Quality Is More Important Than Quantity. One Home Run Is Much Better Than Two Doubles.

I Mean, Some People Say, 'oh, God, If [jobs] Got Run Over By A Bus, Apple Would Be In Trouble.' And, You Know, I Think It Wouldn't Be A Party, But There Are Really Capable People At Apple. My Job Is To Make The Whole Executive Team Good Enough To Be Successors, So That's What I Try To Do.

I'm Very Excited About Having The Internet In My Den.

It Took Us Three Years To Build The Next Computer. If We'd Given Customers What They Said They Wanted, We'd Have Built A Computer They'd Have Been Happy With A Year After We Spoke To Them - Not Something They'd Want Now.

For The Past 33 Years, I Have Looked In The Mirror Every Morning And Asked Myself: 'if Today Were The Last Day Of My Life, Would I Want To Do What I Am About To Do Today?' And Whenever The Answer Has Been 'no' For Too Many Days In A Row, I Know I Need To Change Something.

The Most Corrosive Piece Of Technology That I've Ever Seen Is Called Television - But Then, Again, Television, At Its Best, Is Magnificent.

Pursue Your Dreams And See The Opportunities In Life's Setbacks.

Mac Os X Tiger Will Come Out Long Before Longhorn.

Combine Science And Humanities.

Why Would I Ever Want To Run Disney? Wouldn't It Make More Sense Just To Sell Them Pixar And Retire?

You Can't Just Ask Customers What They Want And Then Try To Give That To Them. By The Time You Get It Built, They'll Want Something New.

To Turn Really Interesting Ideas And Fledgling Technologies Into A Company That Can Continue To Innovate For Years, It Requires A Lot Of Disciplines.

If You Want To Hire Great People And Have Them Stay, You Have To Be Run By Ideas, Not Hierarchy. The Best Ideas Have To Win.

In Order To Learn How To Do Something Well, You Have To Fail Sometimes. In Order To Fail, There Has To Be A Measurement System. And That's The Problem With Most Philanthropy - There's No Measurement System. You Give Somebody Some Money To Do Something And Most Of The Time You Can Really Never Measure Whether You Failed Or Succeeded In Your Judgment Of That Person Or His Ideas Or Their Implementation.

I Try To Get People To See What I Have. . . . When You Run A Computer Company, You Have To Get People To Buy Into Your Dreams.

There Are Sneakers That Cost More Than An Ipod.

People Think Focus Means Saying Yes To The Thing You've Got To Focus On. But That's Not What It Means At All. It Means Saying No To The Hundred Other Good Ideas That There Are. You Have To Pick Carefully. I'm Actually As Proud Of The Things We Haven't Done As The Things I Have Done. Innovation Is Saying No To 1,000 Things.

Coming Back To America Was, For Me, Much More Of A Culture Shock Than Going To India. The People In The Indian Countryside Don't Use Their Intellect Like We Do, They Use Their Intuition Instead, And Their Intuition Is Far More Developed Than In The Rest Of The World. Intuition Is A Very Powerful Thing, More Powerful Than Intellect In My Opinion. That's Had A Big Impact On My Work.

Focus Is About Saying, No. And The Result Of That Focus Is Going To Be Some Really Great Products Where The Total Is Much Greater Than The Sum Of The Parts.

Sometimes Life's Going To Hit You In The Head With A Brick. Don't Lose Faith. I'm Convinced That The Only Thing That Kept Me Going Was That I Loved What I Did.

Stanford University

We're Just Enthusiastic About What We Do.

The Most Compelling Reason For Most People To Buy A Computer For The Home Will Be To Link It To A Nationwide Communications Network. We're Just In The Beginning Stages Of What Will Be A Truly Remarkable Breakthrough For Most People - As Remarkable As The Telephone.

Compelling Reason

Music Companies Are Not Technology Companies Any More Than Technology Companies Are Music Companies. They're Really Different From Each Other.

I Know You Have 1000 Great Ideas For Things That Itunes Could Do. And We Have 1000 More. But Innovation Is Not About Saying "yes" To Everything. It's About Saying "no" To All But The Most Crucial Features.

That's My Job - To Make Sure Everything Is Great.

You're Missing It. This Is Not A One-man Show. What's Reinvigorating This Company Is Two Things: One, There's A Lot Of Really Talented People In This Company Who Listened To The World Tell Them They Were Losers For A Couple Of Years, And Some Of Them Were On The Verge Of Starting To Believe It Themselves. But They're Not Losers. What They Didn't Have Was A Good Set Of Coaches, A Good Plan. A Good Senior Management Team. But They Have That Now.

Bottom Line Is, I Didn't Return To Apple To Make A Fortune. I've Been Very Lucky In My Life And Already Have One. When I Was 25, My Net Worth Was $100 Million Or So. I Decided Then That I Wasn't Going To Let It Ruin My Life. There's No Way You Could Ever Spend It All, And I Don't View Wealth As Something That Validates My Intelligence.

Kick-start Your Brain. New Ideas Come From Watching Something, Talking To People, Experimenting, Asking Questions And Getting Out Of The Office!

Asking Questions

The Biggest Effect Of The Personal Computer Revolution Has Been To Allow Millions And Millions Of People To Experience Computers Themselves Decades Before They Ever Would Have In The Old Paradigm.

If You Keep Your Eye On The Profit, You’re Going To Skimp On The Product. But If You Focus On Making Really Great Products, Then The Profits Will Follow.

Be Ready To Catch The Ball When It Is Thrown By Life.

We Live In An Information Economy. The Problem Is That Information's Usually Impossible To Get, At Least In The Right Place, At The Right Time.

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