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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.

-Steve Jobs

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Bottom Line Is, I

Steve Jobs

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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.

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Shake Off This Erroneous Notion That Life Is There And You're Just Gonna Live In It, Versus Embrace It, Change It, Improve It, Make Your Mark Upon It.

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.

Being The Richest Man In The Cemetery Doesn't Matter To Me ... Going To Bed At Night Saying We've Done Something Wonderful... That's What Matters To Me.

It Isn't The Consumers' Job To Know What They Want.

I'm Going To Destroy Android, Because It's A Stolen Product. I'm Willing To Go Thermonuclear War On This.

Innovation Distinguishes A Leader From A Follower.

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I Didn't See It Then, But It Turned Out That Getting Fired From Apple Was The Best Thing That Could Have Ever Happened To Me. The Heaviness Of Being Successful Was Replaced By The Lightness Of Being A Beginner Again, Less Sure About Everything. It Freed Me To Enter One Of The Most Creative Periods Of My Life.

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

The Problem With The Internet Startup Craze Isn’t That Too Many People Are Starting Companies; It’s That Too Many People Aren’t Sticking With It.

Once Ibm Gains Control Of A Market Sector, They Almost Always Stop Innovation. They Prevent Innovation From Happening.

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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Have The Courage To Follow Your Heart And Intuition.

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Bill Gates'd Be A Broader Guy If He Had Dropped Acid Once Or Gone Off To An Ashram When He Was Younger.

Design Isn't Just How It Looks. It's How It Works.

Each Dream You Leave Behind Is A Part Of Your Future That Will No Longer Exist.

Don't Settle, As With All Matters Of The Heart You'll Know When You Find It

Intuition Is A Very Powerful Thing, More Powerful Than Intellect.

Abstract Thinking

I Want To Make A Dent In The Universe.

I Have Always Said If There Ever Came A Day When I Could No Longer Meet My Duties And Expectations As Apple's Ceo, I Would Be The First To Let You Know. Unfortunately, That Day Has Come.

We Think That Computers Are The Most Remarkable Tools That Humankind Has Ever Come Up With, And We Think That People Are Basically Tool Users. So If We Can Just Get Lots Of Computers To Lots Of People, It Will Make Some Qualitative Difference To The World.

One Of The Failures Of Technology Companies Is That They Build Technologies Thinking Everything Else Will Work Out.

Do You Create Anything, Or Just Criticize Others Work And Belittle Their Motivations?

The Technology Companies Don't Understand Creative Things At All. Silicon Valley's View Of The Creative Process In Hollywood Is A Bunch Of Guys In Their Young Thirties Sitting On A Couch, Drinking Beer, And Thinking Up Jokes.

John Sculley Ruined Apple And He Ruined It By Bringing A Set Of Values To The Top Of Apple Which Were Corrupt And Corrupted Some Of The Top People Who Were There, Drove Out Some Of The Ones Who Were Not Corruptible, And Brought In More Corrupt Ones And Paid Themselves Collectively Tens Of Millions Of Dollars And Cared More About Their Own Glory And Wealth Than They Did About What Built Apple In The First Place Which Was Making Great Computers For People To Use.

Packaging Can Be Theater, It Can Create A Story

Do Your Best At Every Job. Don't Sleep! Success Generates More Success So Be Hungry For It. Hire Good People With A Passion For Excellence.

My Kids Accuse Me And My Wife Of Being Fascists And Overly Concerned About Tech, And They Say That None Of Their Friends Have The Same Rules... That's Because We Have Seen The Dangers Of Technology Firsthand. I've Seen It In Myself, I Don't Want To See That Happen To My Kids.

If You Ask Who Are The Customers Of Education, The Customers Of Education Are The Society At Large, The Employers Who Hire People, Things Like That. But Ultimately I Think The Customers Are The Parents. Not Even The Students But The Parents. The Problem That We Have In This Country Is That The Customers Went Away. The Customers Stopped Paying Attention To Their Schools, For The Most Part.

When You Start Looking At A Problem And It Seems Really Simple, You Don't Really Understand The Complexity Of The Problem. Then You Get Into The Problem, And You See That It's Really Complicated, And You Come Up With All These Convoluted Solutions. That's Sort Of The Middle, And That's Where Most People Stop... But The Really Great Person Will Keep On Going And Find The Key, The Underlying Principle Of The Problem - And Come Up With An Elegant, Really Beautiful Solution That Works.

That's What Walt Disney Did, And Hewlett And Packard, And The People Who Built Intel. They Created A Company To Last, Not Just To Make Money. That's What I Want Apple To Be.

I'd Like The People Teaching My Kids To Be Good Enough That They Could Get A Job At The Company I Work For, Making A Hundred Thousand Dollars A Year. Why Should They Work At A School For Thirty-five To Forty Thousand Dollars If They Could Get A Job Here At A Hundred Thousand Dollars A Year?

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.

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

Computers Themselves, And Software Yet To Be Developed, Will Revolutionize The Way We Learn.

It Wasn't That Microsoft Was So Brilliant Or Clever In Copying The Mac, It's That The Mac Was A Sitting Duck For 10 Years. That's Apple's Problem: Their Differentiation Evaporated.

As Regis Mckenna Once Said, The Best Marketing Is Education

Every Once In A While, A Revolutionary Product Comes Along That Changes Everything.

If It Could Save A Person's Life, Could You Find A Way To Save Ten Seconds Off The Boot Time? If There Were Five Million People Using The Mac, And It Took Ten Seconds Extra To Turn It On Every Day, That Added Up To Three Hundred Million Or So Hours Per Year People Would Save, Which Was The Equivalent Of At Least One Hundred Lifetimes Saved Per Year.

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 Began To Realize That An Intuitive Understanding And Consciousness Was More Significant Than Abstract Thinking And Intellectual Logical Analysis. Intuition Is A Very Powerful Thing, More Powerful Than Intellect, In My Opinion. That's Had A Big Impact On My Work.

Innovation Has Nothing To Do With How Many R&d Dollars You Have. When Apple Came Up With The Mac, Ibm Was Spending At Least 100 Times More On R&d. It's Not About Money. It's About The People You Have, How You're Led, And How Much You Get It.

Manage The Top Line: Your Strategy, Your People, And Your Products, And The Bottom Line Will Follow.

Let's Go Invent Tomorrow...

The People Who Are Doing The Work Are The Moving Force Behind The Macintosh. My Job Is To Create A Space For Them, To Clear Out The Rest Of The Organization And Keep It At Bay.

Unfortunately, People Are Not Rebelling Against Microsoft. They Don't Know Any Better.

I'm Sure A Lot Of You Had This Experience When You're Changing. You're Growing As A Person And People Tend To Treat You Like You Were 18 Months Ago, And It's Really Frustrating Sometimes When You're Growing Up And You're More Capable. It's The Same Thing With A Company And The Press. The Press Is Going To Have A Lag Time. The Best Thing We Can Do About The Press Is Embrace Them And Do The Best Thing We Can To Educate Them About Our Strategy. But To Keep Our Eye On The Prize, That Is Turning Out Some Great Products. The Press And The Stock Prize Will Take Care Of Themselves.

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.

The World Doesn't Need Another Dell Or Compaq.

In Your Life You Only Get To Do So Many Things And Right Now We've Chosen To Do This, So Let's Make It Great.

We Don't Get A Chance To Do That Many Things, And Every One Should Be Really Excellent. Because This Is Our Life. Life Is Brief, And Then You Die, You Know? So This Is What We've Chosen To Do With Our Life.

The Broader One's Understanding Of The Human Experience, The Better Design We Will Have.

This Is What Customers Pay Us For - To Sweat All These Details So It's Easy And Pleasant For Them To Use Our Computers. We're Supposed To Be Really Good At This. That Doesn't Mean We Don't Listen To Customers, But It's Hard For Them To Tell You What They Want When They've Never Seen Anything Remotely Like It.

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I'm As Proud Of Many Of The Things We Haven't Done As The Things We Have Done. Innovation Is Saying No To A Thousand Things.

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I'd Say We [apple Inc.] Are The Most Creative Of The Technology Companies And Definitely The Most Artist-friendly. Almost Everyone In The Music Business Uses A Mac And Everyone Has An Ipod.

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The Were Good Times, There Were Hard Times, But There Were Never Bad Times

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I Have A Great Respect For Incremental Improvement, And I've Done That Sort Of Thing In My Life, But I've Always Been Attracted To The More Revolutionary Changes. I Don't Know Why. Because They're Harder. They're Much More Stressful Emotionally. And You Usually Go Through A Period Where Everybody Tells You That You've Completely Failed.

Listen To Me. We're Here To Make A Dent In The Universe. Otherwise Why Even Be Here?

Apple's Market Share Is Bigger Than Bmw's Or Mercedes's Or Porsche's In The Automotive Market. What's Wrong With Being Bmw Or Mercedes?

The People Who Built Silicon Valley Were Engineers. They Learned Business, They Learned A Lot Of Different Things, But They Had A Real Belief That Humans, If They Worked Hard With Other Creative, Smart People, Could Solve Most Of Humankind's Problems. I Believe That Very Much.

My Job Is To Not Be Easy On People. My Job Is To Make Them Better. My Job Is To Pull Things Together From Different Parts Of The Company And Clear The Ways And Get The Resources For The Key Projects. And To Take These Great People We Have And To Push Them And Make Them Even Better, Coming Up With More Aggressive Visions Of How It Could Be.

We Try To Use The Talents We Do Have To Express Our Deep Feelings, To Show Our Appreciation Of All The Contributions That Came Before Us, And To Add Something To That Flow. That's What's Driven Me.

Stealing Music Is Not Right, And I Can Understand People Being Very Upset About Their Intellectual Property Being Stolen.

There Are Sneakers That Cost More Than An Ipod.

I’d Like To Create An Integrated Television Set That Is Completely Easy To Use. It Would Be Seamlessly Synced With All Of Your Devices And With Icloud. It Will Have The Simplest User Interface You Could Imagine. I Finally Cracked It.

But It's A Disservice To Constantly Put Things In This Radical New Light - That It's Going To Change Everything. Things Don't Have To Change The World To Be Important.

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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Love What You Do...don't Settle

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Ultimately, It Comes Down To Taste. It Comes Down To Trying To Expose Yourself To The Best Things That Humans Have Done And Then Try To Bring Those Things Into What You're Doing. Picasso Had A Saying: Good Artists Copy, Great Artists Steal. And We Have Always Been Shameless About Stealing Great Ideas, And I Think Part Of What Made The Macintosh Great Was That The People Working On It Were Musicians And Poets And Artists And Zoologists And Historians Who Also Happened To Be The Best Computer Scientists In The World.

Innovation Is Usually The Result Of Connections Of Past Experiences. But If You Have The Same Experiences As Everyone Else, You Are Unlikely To Look In A Different Direction.

You've Got To Find What You Love.

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No One Is Going To Buy A Big Phone.

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.

I Was Actually A Fruitarian At That Point In Time. I Ate Only Fruit. Now I'm A Garbage Can Like Everyone Else. And We Were About Three Months Late In Filing A Fictitious Business Name So I Threatened To Call The Company Apple Computer Unless Someone Suggested A More Interesting Name By Five O'clock That Day. Hoping To Stimulate Creativity. And It Stuck. And That's Why We're Called Apple.

The System Is That There Is No System. That Doesn't Mean We Don't Have Process. Apple Is A Very Disciplined Company, And We Have Great Processes. But That's Not What It's About. Process Makes You More Efficient ... But Innovation Comes From People Meeting Up In The Hallways Or Calling Each Other At 10:30 At Night With A New Idea, Or Because They Realized Something That Shoots Holes In How We've Been Thinking About A Problem. It's Ad Hoc Meetings Of Six People Called By Someone Who Thinks He Has Figured Out The Coolest New Thing Ever And Who Wants To Know What Other People Think Of His Idea.

I Was In The Parking Lot, With The Key In The Car, And I Thought To Myself: If This Is My Last Night On Earth, Would I Rather Spend It At A Business Meeting Or With This Woman? I Ran Across The Parking Lot, Asked Her If She'd Have Dinner With Me. She Said Yes, We Walked Into Town, And We've Been Together Ever Since.

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.

You've Probably Had Somebody Punch You In The Stomach And It Knocks The Wind Of You And You Can't Breathe. That's How I Felt.

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

Start Small, Think Big. Don’t Worry About Too Many Things At Once. Take A Handful Of Simple Things To Begin With, And Then Progress To More Complex Ones. Think About Not Just Tomorrow, But The Future. Put A Ding In The Universe.

You'll See More And More Perfection Of That - Computer As Servant. But The Next Thing Is Going To Be Computer As A Guide Or Agent.

I Think The World's A Better Place Because Bill Realized That His Goal Isn't To Be The Richest Guy In The Cemetery, Right?

I've Always Wanted To Own And Control The Primary Technology In Everything We Do.

We're Gambling On Our Vision, And We Would Rather Do That Than Make "me Too" Products. Let Some Other Companies Do That. For Us, It's Always The Next Dream.

I Know From My Own Education That If I Hadn't Encountered Two Or Three Individuals That Spent Extra Time With Me, I'm Sure I Would Have Been In Jail.

I'm Convinced That About Half Of What Separates Successful Entrepreneurs From The Non-successful Ones Is Pure Perseverance.

In The First 30 Years Of Your Life, You Make Your Habits. For The Last 30 Years Of Your Life, Your Habits Make You.

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.

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.

Digital Hub (center Of Our Universe) Is Moving From Pc To Cloud - Pc Now Just Another Client Alongside Iphone, Ipad, Ipod Touch, ... - Apple Is In Danger Of Hanging On To Old Paradigm Too Long (innovator's Dilemma) - Google And Microsoft Are Further Along On The Technology, But Haven't Quite Figured It Out Yet - Tie All Of Our Products Together, So We Further Lock Customers Into Our Ecosystem

It's Understandable That The Music Companies That Are Comprised Of People That Are Successful By Making Good Creative Decisions - They Have To Decide Which Out Of Fifty Artists Is The Next Hot One, With No Data To Go From. It's An Intuitive Process, And That's What They Do Well When They're Successful. They Don't Understand Technology.

Much Of What I Stumbled Into By Following My Curiosity And Intuition Turned Out To Be Priceless Later On.

Apple Is The Only Company In The World That Has All Of That Under One Roof. We Can Invent A Complete A Solution That Works - And Take Responsibility For It.

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

Do Not Try To Do Everything. Do One Thing Well.

My Job Is To Make The Whole Executive Team Good Enough To Be Successors, So That's What I Try To Do.

It's Really Hard To Design Products By Focus Groups. A Lot Of Times, People Don't Know What They Want Until You Show It To Them.

We've Gone Through The Operating System And Looked At Everything And Asked How Can We Simplify This And Make It More Powerful At The Same Time.

Operating Systems

It's More Fun To Be A Pirate Than To Join The Navy. On The Importance Of Loving What You Do.

Loving What You Do

It Comes Down To Trying To Expose Yourself To The Best Things Humans Have Done. And Then Try To Bring Those Things In To What You're Doing.

The Over-all Point Is That New Technology Will Not Necessarily Replace Old Technology, But It Will Date It. By Definition. Eventually, It Will Replace It. But It's Like People Who Had Black-and-white Tvs When Color Came Out. They Eventually Decided Whether Or Not The New Technology Was Worth The Investment.

Black And White

If You Tell People They Can't Burn Cds Of Their Music, As Almost Every Current Legal Music Service Has Done, Or They Can Only Burn One Cd With A Track Or Pay Per Track Per Burn Extra, Nobody Is Going To Go For It.

By Honoring The Lives Of Those We Admire, We Make Our Own Values Known.

There's A Lot Of Symbolism To Your Return. Is That Going To Be Enough To Reinvigorate The Company With A Sense Of Magic?

Focusing Is All About Saying No

You Are All Over The Map, Figure Out The Top 5 Things You Want To Focus On And Get Rid Of The Rest.

Have The Courage To Follow Your Heart And Intuition. They Somehow Already Know What You Truly Want To Become. Everything Else Is Secondary.

I Know That Living With Me Was Not A Bowl Of Cherries.

You Know, You Keep On Innovating, You Keep On Making Better Stuff. And If You Always Want The Latest And Greatest, Then You Have To Buy A New Ipod At Least Once A Year.

We Believe People With Passion Can Change The World For The Better." -steve Jobs

You've Got To Have A Problem That You Want To Solve; A Wrong That You Want To Right.

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.

Recruiting Is Hard. It's Just Finding The Needles In The Haystack. You Can't Know Enough In A One-hour Interview. So, In The End, It's Ultimately Based On Your Gut. How Do I Feel About This Person? What Are They Like When They're Challenged? I Ask Everybody That: 'why Are You Here?' The Answers Themselves Are Not What You're Looking For. It's The Meta-data.

The Most Powerful Person In The World Is The Story Teller. The Storyteller Sets The Vision, Values And Agenda Of An Entire Generation That Is To Come.

Part Of What Made The Macintosh Great Was That The People Working On It Were Musicians And Poets And Artists And Zoologists And Historians Who Also Happened To Be The Best Computer Scientists In The World.

I'm One Of The Few People Who Understands How Producing Technology Requires Intuition And Creativity, And How Producing Something Artistic Takes Real Discipline.

Remembering That I’ll Be Dead Soon Is The Most Important Tool I’ve Ever Encountered To Help Make The Big Choices In Life. Remembering That You Are Going To Die Is The Best Way I Know To Avoid The Trap Of Thinking You Have Something To Lose.

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Do You Want To Spend The Rest Of Your Life Selling Sugared Water Or Do You Want A Chance To Change The World?

Whatever You Do, You Must Never Let The Voice In Your Head Control The Brain In Your Heart.

It Gave A Tremendous Level Of Self-confidence, That Through Exploration And Learning One Could Understand Seemingly Very Complex Things In One's Environment.

Self Confidence

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

Woz And I Started Apple In My Parents' Garage When I Was 20. We Worked Hard, And In 10 Years Apple Had Grown From Just The Two Of Us In A Garage Into A $2 Billion Company With Over 4,000 Employees.

Creativity Comes From Spontaneous Meetings, From Random Discussions.

So We Went To Atari And Said, 'hey, We've Got This Amazing Thing, Even Built With Some Of Your Parts, And What Do You Think About Funding Us? Or We'll Give It To You. We Just Want To Do It. Pay Our Salary, We'll Come Work For You.' And They Said, 'no.' So Then We Went To Hewlett-packard, And They Said, 'hey, We Don't Need You. You Haven't Got Through College Yet.'

Let Them Know Precisely What You Are Going To Do With Their Data

Most People Do Not Ever Pick Up The Phone. They Never Ask, And That Is What Separates The People That Do Things From The People That Just Dream About Them. You Have To Act, And You Have To Be Willing To Fail. You Have To Be Willing To Crash And Burn, Because If You Are Afraid Of Failing, You Will Not Get Very Far.

There Will Always Be Music On The Internet That People Can Steal. What's New Is Not Theft. What's New Is A Distribution Channel For Stolen Property Called The Internet. So There Will Always Be Illegal Music On The Internet.

The Thing That Drives Me And My Colleagues At Both Apple And Pixar Is That You See Something Very Compelling To You, And You Don't Quite Know How To Get To It, But You Know, Sometimes Intuitively, It's Within Your Grasp. And It's Worth Putting In Years Of Your Life To Make It Come Into Existence.

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.

When The Sales Guys Run The Company, The Product Guys Do Not Matter So Much, And A Lot Of Them Just Turn Off.

I Got Very Interested In People Who Had Discovered Something More Significant Than ... Intellectual, Abstract Understanding.

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.

We Had Nothing To Lose And Everything To Gain.

Nothing To Lose

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

You Should Never Go To A Meeting Or Make A Telephone Call Without A Clear Idea Of What You Are Trying To Achieve.

It Was One Of Those Sort Of Apocalyptic Moments. I Remember Within Ten Minutes Of Seeing The Graphical User Interface Stuff, Just Knowing That Every Computer Would Work This Way Someday. It Was So Obvious Once You Saw It. It Didn't Require Tremendous Intellect. It Was So Clear.

If A User Is Having A Problem, It's Our Problem.

Entrepreneurship

And We've All Chosen To Do This With Our Lives. So It Better Be Damn Good. It Better Be Worth It.

It's Technology Married With Liberal Arts, Married With The Humanities, That Yields Us The Results That Make Our Heart Sing.

So Let's Not Use A Stylus. We're Going To Use The Best Pointing Device In The World. We're Going To Use A Pointing Device That We're All Born With - Born With Ten Of Them. We're Going To Use Our Fingers. We're Going To Touch This With Our Fingers. And We Have Invented A New Technology Called Multi-touch, Which Is Phenomenal. It Works Like Magic.

Your Time On This Earth Is Limited, Don’t Live Someone Else's Life, Live By Your Vision.

Who Wants A Stylus. You Have To Get Em And Put Em Away, And You Lose Em. Yuck. Nobody Wants A Stylus.

When Companies Get Bigger They Try To Replicate Their Success. But They Assume Their Magic Came From Process. They Try To Use Processes To Substitute Content.

The Design Of The Mac Wasn't What It Looked Like, Although That Was Part Of It. Primarily, It Was How It Worked. To Design Something Really Well, You Have To Get It. You Have To Really Grok What It's All About. It Takes A Passionate Commitment To Really Thoroughly Understand Something, Chew It Up, Not Just Quickly Swallow It.

The Japanese Have Hit The Shores Like Dead Fish. They're Just Like Dead Fish Washing Up On The Shores.

You Know, I've Got A Plan That Could Rescue Apple. I Can't Say Any More Than That It's The Perfect Product And The Perfect Strategy For Apple. But Nobody There Will Listen To Me.

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

But Apple Really Beats To A Different Drummer. I Used To Say That Apple Should Be The Sony Of This Business, But In Reality, I Think Apple Should Be The Apple Of This Business.

I'm Not Worried About The Country's Long-term Future. This Country Is Insanely Great. What I'm Worried About Is That We Don't Talk Enough About Solutions.

If I Were Running Apple, I Would Milk The Macintosh For All It's Worth - And Get Busy On The Next Great Thing. The Pc Wars Are Over. Done. Microsoft Won A Long Time Ago.

We Think Android Is Very, Very Fragmented, And Becoming More Fragmented By The Day. And As You Know, Apple Strives For The Integrated Model So That The User Isn't Forced To Be The Systems Integrator.

After All The Statistics And Calculations Are Formulated, The One Element That Breathes Life Into Marketing Is Good Design.

If You View Computer Designers As Artists, They're Really Into More Of An Art Form That Can Be Mass-produced, Like Records, Or Like Prints, Than They Are Into Fine Arts. They Want Something Where They Can Express Themselves To A Large Number Of People Through Their Medium, And Their Medium Is Technology And Manufacturing.

Electronics Was Something I Could Always Fall Back On When I Needed Food On The Table.

Everything Is Based On A Simple Rule: Quality Is The Best Business Plan, Period.

If You Define The Problem Correctly, You Almost Have The Solution.

We Don't Have A Good Language To Talk About This Kind Of Thing. In Most People's Vocabularies, Design Means Veneer... But To Me, Nothing Could Be Further From The Meaning Of Design. Design Is The Fundamental Soul Of A Man-made Creation.

It's Rare That You See An Artist In His 30s Or 40s Able To Really Contribute Something Amazing. Of Course, There Are Some People Who Are Innately Curious, Forever Little Kids In Their Awe Of Life, But They're Rare.

We Did Not Enter The Search Business. Google Entered The Phone Business. Make No Mistake They Want To Kill The Iphone. We Won't Let Them.

No One Wants To Die. Even People Who Want To Go To Heaven Don't Want To Die To Get There.

Stanford University

I Thought Deeply About This. I Ended Up Concluding That The Worst Thing That Could Possibly Happen As We Get Big And As We Get A Little More Influence In The World Is If We Change Our Core Values And Start Letting It Slide, I Can't Do That. I'd Rather Quit.

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 Hate The Way People Use Slide Presentations Instead Of Thinking. People Would Confront A Problem By Creating A Presentation. I Wanted Them To Engage, To Hash Things Out At The Table, Rather Than Show A Bunch Of Slides. People Who Know What They're Talking About Don't Need Powerpoint.

I'm The Only Person I Know That's Lost A Quarter Of A Billion Dollars In One Year. It's Very Character-building.

If I Had Never Dropped In On That Single Course In College, The Mac Would Have Never Had Multiple Typefaces Or Proportionally Spaced Fonts. And Since Windows Just Copied The Mac, It's Likely That No Personal Computer Would Have Them.

Stanford University

I Think The Artistry Is In Having An Insight Into What One Sees Around Them. Generally Putting Things Together In A Way No One Else Has Before And Finding A Way To Express That To Other People Who Don't Have That Insight.

Every Once In A While A Revolutionary Product Comes Along That Changes Everything. It's Very Fortunate If You Can Work On Just One Of These In Your Career. ... Apple's Been Very Fortunate In That It's Introduced A Few Of These.

It's Not The Tools That You Have Faith In - Tools Are Just Tools. They Work, Or They Don't Work. It's People You Have Faith In Or Not. Yeah, Sure, I'm Still Optimistic I Mean, I Get Pessimistic Sometimes But Not For Long.

Don't Just Live A Life; Build One.

Pretty Much, Apple And Dell Are The Only Ones In This Industry Making Money. They Make It By Being Wal-mart. We Make It By Innovation.

Our Job Is To Read Things That Are Not Yet On The Page.

So [polaroid's Dr. Edwin] Land, At 75, Went Off To Spend The Remainder Of His Life Doing Pure Science, Trying To Crack The Code Of Color Vision. The Man Is A National Treasure. I Don't Understand Why People Like That Can't Be Held Up As Models: This Is The Most Incredible Thing To Be - Not An Astronaut, Not A Football Player - But This.

You Know We're Constantly Taking. We Don't Make Most Of The Food We Eat, We Don't Grow It, Anyway. We Wear Clothes Other People Make, We Speak A Language Other People Developed, We Use A Mathematics Other People Evolved And Spent Their Lives Building. I Mean We're Constantly Taking Things. It's A Wonderful Ecstatic Feeling To Create Something And Put It Into The Pool Of Human Experience And Knowledge.

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.

Probably Death Is The Best Invention Of Life.

If You Are Working On Something Exciting That You Really Care About, You Don't Have To Be Pushed. The Vision Pulls You.

The Unions Are The Worst Thing That Ever Happened To Education Because It's Not A Meritocracy. It Turns Into A Bureaucracy, Which Is Exactly What Has Happened. The Teachers Can't Teach And Administrators Run The Place And Nobody Can Be Fired. It's Terrible.

Be A Yardstick Of Quality. Some People Aren't Used To An Environment Where Excellence Is Expected.

You Go To Your Tv To Turn Your Brain Off. You Go To The Computer When You Want To Turn Your Brain On.

It Places Value On Experience Versus Intellectual Understanding. I Saw A Lot Of People Contemplating Things But It Didn't Seem To Lead To Too Many Places. I Got Very Interested In People Who Had Discovered Something More Significant Than An Intellectual, Abstract Understanding.

I Think Pcs Are Going To Be Like Trucks. Less People Will Need Them. And This Is Going To Make Some People Uneasy.

When You're In A Start-up, The First Ten People Will Determine Whether The Company Succeeds Or Not. Each Is 10 Percent Of The Company. So Why Wouldn't You Take As Much Time As Necessary To Find All The A Players? If Three Were Not So Great, Why Would You Want A Company Where 30 Percent Of Your People Are Not So Great? A Small Company Depends On Great People Much More Than A Big Company Does.

When You're A Carpenter Making A Beautiful Chest Of Drawers, You're Not Going To Use A Piece Of Plywood On The Back, Even Though It Faces The Wall And Nobody Will Ever See It. You'll Know It's There, So You're Going To Use A Beautiful Piece Of Wood On The Back.

My Model For Business Is The Beatles. They Were Four Guys Who Kept Each Other Kind Of Negative Tendencies In Check. They Balanced Each Other And The Total Was Greater Than The Sum Of The Parts. That's How I See Business: Great Things In Business Are Never Done By One Person, They're Done By A Team Of People.

When You Have Feelings Like Sadness Or Anger About Your Cancer Or Your Plight, To Mask Them Is To Lead An Artificial Life.

If You Want To Live Your Life In A Creative Way, As An Artist, You Have To Not Look Back Too Much. You Have To Be Willing To Take Whatever You've Done And Whoever You Were And Throw Them Away.

The Desktop Metaphor Was Invented Because One, You Were A Stand-alone Device, And Two, You Had To Manage Your Own Storage. That's A Very Big Thing In A Desktop World. And That May Go Away. You May Not Have To Manage Your Own Storage. You May Not Store Much Before Too Long.

Woz Is Living His Own Life Now. He Hasn't Been Around Apple For About Five Years. But What He Did Will Go Down In History.

For You To Sleep Well At Night, The Aesthetic, The Quality, Has To Be Carried All The Way Through.

We Had The Hardware Expertise, The Industrial Design Expertise And The Software Expertise, Including Itunes. One Of The Biggest Insights We Have Was That We Decided Not To Try To Manage Your Music Library On The Ipod, But To Manage It In Itunes. Other Companies Tried To Do Everything On The Device Itself And Made It So Complicated That It Was Useless.

The Most Precious Resource We Have Is Time.

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