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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.

-Steve Jobs

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First Was The Mouse.

Steve Jobs

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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.

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Don't Just Live A Life; Build One.

Recruiting Is Hard. It's Just Finding The Needles In The Haystack. You Can't Know Enough In A One-hour Interview.

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

You've Got To Find What You Love. And That Is As True For Your Work As It Is For Your Lovers.

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I Don't Really Care About Being Right, I Just Care About Success.

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.

We're Not A Media Company. We Don't Own Media. We Don't Own Music. We Don't Own Films Or Television. We're Not A Media Company. We're Just Apple.

I Was Lucky To Get Into Computers When It Was A Very Young And Idealistic Industry. There Weren't Many Degrees Offered In Computer Science, So People In Computers Were Brilliant People From Mathematics, Physics, Music, Zoology, Whatever. They Loved It, And No One Was Really In It For The Money.

The Most Important Thing Is A Person. A Person Who Incites Your Curiosity And Feeds Your Curiosity; And Machines Cannot Do That In The Same Way That People Can.

Some Mistakes Will Be Made Along The Way. That's Good. Because Some Decisions Are Being Made Along The Way. We'll Find The Mistakes. We'll Fix Them.

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

I Don't View Wealth As Something That Validates My Intelligence.

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

My Opinion Is That The Only Two Computer Companies That Are Software-driven Are Apple And Next, And I Wonder About Apple.

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.

Breakthrough Is How To Distinguish A Leader And Who Followed

When I Hire Somebody Really Senior, Competence Is The Ante. They Have To Be Really Smart. But The Real Issue For Me Is, Are They Going To Fall In Love With Apple? Because If They Fall In Love With Apple, Everything Else Will Take Care Of Itself. They'll Want To Do What's Best For Apple, Not What's Best For Them, What's Best For Steve, Or Anybody Else.

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This Is A Very Noisy World, So We Have To Be Very Clear What We Want Them To Know About Us

Right Now The New Is You, But Someday Not Too Long From Now, You Will Gradually Become The Old And Be Cleared Away. Sorry To Be So Dramatic, But It Is Quite True.

It's Very Simple: The More Successful You Are, The More You'll Earn. But If You're Not Successful, You Will Not Earn A Dime.

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

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What Had Been The Focus Of My Entire Adult Life Was Gone, And It Was Devastating. I Didn't Really Know What To Do For A Few Months. I Felt That I Had Let The Previous Generation Of Entrepreneurs Down. I Was A Very Public Failure.

Everything Around You That You Call Life Was Made Up By People That Were No Smarter Than You And You Can Change It, You Can Influence It, You Can Build Your Own Things That Other People Can Use.

Now, We Are Selling Over 5 Million Songs A Day Now. Isn't That Unbelievable? That's 58 Songs Every Second Of Every Minute Of Every Hour Of Every Day.

There's An Old Wayne Gretzky Quote That I Love. 'i Skate To Where The Puck Is Going To Be, Not Where It Has Been.' And We've Always Tried To Do That At Apple. Since The Very, Very Beginning. And We Always Will.

I Think We're Having Fun. I Think Our Customers Really Like Our Products. And We're Always Trying To Do Better.

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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.

I Would Trade All Of My Technology For An Afternoon With Socrates.

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.

The Hd Revolution Is Over, It Happened. Hd Won. Everybody Wants Hd.

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Ad Campaigns Are Necessary For Competition. But Good Pr Educates People; That's All It Is.

Sometimes Life Hits You In The Head With A Brick. Don't Lose Faith.

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Creativity Is Just Connecting Things.

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Loving What You Do

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The Creative Industries Tend To Dismiss Technology As Just Something To Buy And Not Understand How Hard It Is And How Creative It Can Be As Well.

One: Demonstrations Always Crash. And Two: The Probability Of Them Crashing Goes Up Exponentially With The Number Of People Watching.

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Believe Things Will Work Out. How Was I Ever To Know That The Girl Who Broke My Heart In University Would Lead To My Soulmate? How Was I To Know That The ‘dream Job’ I Was Rejected From Out Of College Would Lead Me To A Year Of Entrepreneurship And Adventure In Spain? How Was I To Know That Taking A Miserable Job Back In The States Would Be Just The Push I Needed To Vow To Never Do Something I Wasn’t Passionate About Again? Everything Works Out. I Mean Everything. As Long As You Believe It Will. When You Do, You Will Find The Silver Lining. That Will Take You To The Next Level.

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I Can Help The Next Generation Remember The Lineage Of Great Companies Here And How To Continue The Tradition. The Valley Has Been Very Supportive Of Me. I Should Do My Best To Repay.

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

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We Have Always Been Shameless About Stealing Great Ideas.

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If, For Some Reason, We Make Some Big Mistake And Ibm Wins, My Personal Feeling Is That We Are Going To Enter A Computer Dark Ages For About Twenty Years.

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.

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

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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.

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Focusing Is About Saying No.

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

The Axis Today Is Not Liberal And Conservative, The Axis Is Constructive-destructive.

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.

If You Don't Cannibalize Yourself, Someone Else Will.

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I Sat In A Garage And Invented The Future.

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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.

Don't Be Afraid, You Can Do It.

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.

One Of My Beliefs Very Strongly Is That Any Democracy Depends On A Free, Healthy Press.

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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.

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

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

Entrepreneurship

A Lot Of Time, People Don't Do Great Things Becoz' Great Things Really Aren't Expected Of Them.

I Want To Put A Ding In The Universe.

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.

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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.

I Found That There Were These Incredibly Great People At Doing Certain Things, And You Couldn't Replace One Of These People With Fifty Average People.

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

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

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

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.

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.

Oh Wow. Oh Wow. Oh Wow.

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.

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

People Need To Have The Incentive That If They Invest And Succeed, They Can Make A Fair Profit. Otherwise They'll Stop Investing.

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.

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.

You're Already Naked. There Is No Reason Not To Follow Your Heart.

Death Is Very Likely The Single Best Invention Of Life.

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

Ask For Feedback From People With Diverse Backgrounds. Each One Will Tell You One Useful Thing. If You're At The Top Of The Chain, Sometimes People Won't Give You Honest Feedback Because They're Afraid. In This Case, Disguise Yourself, Or Get Feedback From Other Sources.

Honest Feedback

Japan's Very Interesting. Some People Think It Copies Things. I Don't Think That Anymore. I Think What They Do Is Reinvent Things. They Will Get Something That's Already Been Invented And Study It Until They Thoroughly Understand It. In Some Cases, They Understand It Better Than The Original Inventor.

It Wasn't All Romantic. I Didn't Have A Dorm Room, So I Slept On The Floor In Friends' Rooms, I Returned Coke Bottles For The 5¢ Deposits To Buy Food With, And I Would Walk The 7 Miles Across Town Every Sunday Night To Get One Good Meal A Week At The Hare Krishna Temple. I Loved It.

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

I Think The Biggest Innovations Of The 21st Century Will Be At The Intersection Of Biology And Technology. A New Era Is Beginning.

Great Things In Business Are Never Done By One Person, They're Done By A Team Of People.

Life Is About Creating And Living Experiences That Are Worth Sharing.

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

To Follow The Path That Others Have Laid Before You Is A Reasonable Course Of Action; Therefore All Progress Is Made By Unreasonable Men.

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.

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.

We Limit How Much Technology Our Kids Use At Home.

The Tragedy Is That Dell Didn't Win It - We Lost It.

Pixar Is The Most Technically Advanced Creative Company; Apple Is The Most Creatively Advanced Technical Company.

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.

The Greatest Artists Like Dylan, Picasso And Newton Risked Failure. And If We Want To Be Great, We've Got To Risk It, Too.

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.

And No, We Don't Know Where It Will Lead. We Just Know There's Something Much Bigger Than Any Of Us Here.

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

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.

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

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.

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

Forget Everything

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

Design Is The Fundamental Soul Of A Man-made Creation That Ends Up Expressing Itself In Successive Outer Layers Of The Product Or Service. The Imac Is Not Just The Color Or Translucence Or The Shape Of The Shell. The Essence Of The Imac Is To Be The Finest Possible Consumer Computer In Which Each Element Plays Together.

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.

For Most Of My Life, I’ve Felt That There Must Be More To Our Existence Than Meets The Eye. This Is Who I Am, And You Can’t Expect Me To Be Someone I’m Not.

It's Not About Money. It's About The People You Have, How You're Led, And How Much You Get It.

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.

We're Not Going To Be The First To This Party, But We're Going To Be The Best.

We Had Nothing To Lose And Everything To Gain.

Nothing To Lose

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.

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?

We Hire People Who Want To Make The Best Things In The World.

There Are Downsides To Everything; There Are Unintended Consequences To Everything.

Unintended Consequences

Probably Death Is The Best Invention Of Life.

We've Got To Make The Small Things Unforgettable.

I Want To Make A Dent In The Universe.

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

When We Started Off We Didn't Know How To Spell Software.

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

You Know, My Main Reaction To This Money Thing Is That It's Humorous, All The Attention To It, Because It's Hardly The Most Insightful Or Valuable Thing That's Happened To Me.

I Admire Mark Zuckerberg... For Not Selling Out, For Wanting To Make A Company. I Admire That A Lot.

Not Only Was [edwin Land] 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.

Great Engineers Are A Huge Multiplier.

The Web Is Just Going To Be One More Of Those Major Change Factors That Businesses Face Every Decade.

Creativity Is Just Connecting Things. When You Ask Creative People How They Did Something, They Feel A Little Guilty Because They Didn't Really Do It, They Just Saw Something. It Seemed Obvious To Them After A While. That's Because They Were Able To Connect Experiences They've Had And Synthesize New Things.

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. If I Had Never Dropped Out, I Would Have Never Dropped In On This Calligraphy Class, And Personal Computers Might Not Have The Wonderful Typography That They Do. Of Course It Was Impossible To Connect The Dots Looking Forward When I Was In College. But It Was Very, Very Clear Looking Backward 10 Years Later.

Stanford University

Mac Os X Tiger Will Come Out Long Before Longhorn.

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.

The World Doesn't Need Another Dell Or Compaq.

Because Believing That The Dots Will Connect Down The Road Will Give You The Confidence To Follow Your Heart Even When It Leads You Off The Well Worn Path.

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.

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. We Could Be Sitting In A Monastery Somewhere In Japan. We Could Be Out Sailing. Some Of The Team Could Be Playing Golf. They Could Be Running Other Companies. And We've All Chosen To Do This With Our Lives. So It Better Be Damn Good. It Better Be Worth It. And We Think It Is.

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.

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

Your Work Is Going To Fill A Large Part Of Your Life, And The Only Way To Be Truly Satisfied Is To Do What You Believe Is Great Work. And The Only Way To Do Great Work Is To Love What You Do. If You Haven't Found It Yet, Keep Looking. Don't Settle. As With All Matters Of The Heart, You'll Know When You Find It.

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.

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

The Most Precious Resource We Have Is Time.

Most People Have No Concept Of How An Automatic Transmission Works, Yet They Know How To Drive A Car. You Don't Have To Study Physics To Understand The Laws Of Motion To Drive A Car. You Don't Have To Understand Any Of This Stuff To Use Macintosh.

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.

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.

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.

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.

We Don't Believe It's Possible To Protect Digital Content. What's New Is This Amazingly Efficient Distribution System For Stolen Property Called The Internet-- And No One's Gonna Shut Down The Internet. And It Only Takes One Stolen Copy To Be On The Internet. And The Way We Expressed It To Them Is: Pick One Lock--open Every Door. It Only Takes One Person To Pick A Lock. Worst Case: Somebody Just Takes The Analog Outputs Of Their Cd Player And Rerecords It-- Puts It On The Internet. You'll Never Stop That. So What You Have To Do Is Compete With It.

The Only Problem With Microsoft Is They Just Have No Taste. They Have Absolutely No Taste. And I Don't Mean That In A Small Way, I Mean That In A Big Way, In The Sense That They Don't Think Of Original Ideas, And They Don't Bring Much Culture Into Their Products.

Making An Enduring Company Was Both Harder And More Important Than Making A Great Product.

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

Somebody Once Told Me, ‘manage The Top Line, And The Bottom Line Will Follow.’ What's The Top Line? It's Things Like, Why Are We Doing This In The First Place? What's Our Strategy? What Are Customers Saying? How Responsive Are We? Do We Have The Best Products And The Best People? Those Are The Kind Of Questions You Have To Focus On.

When You Grow Up, You Tend To Get Told That The World Is The Way It Is, And Your Life Is Just To Live Your Life Inside The World. Try Not To Bash Into The Walls Too Much. Try To Have A Nice Family Life. Have Fun, Save A Little Money. That's A Very Limited Life. Life Can Be Much Broader, Once You Discover One Simple Fact, And That Is Everything Around That You Call Life Was Made Up By People Who Were No Smarter Than You. And You Can Change It. You Can Influence It. You Can Build Your Own Things That Other People Can Use. Once You Learn That, You'll Never Be The Same Again.

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

We Think The Mac Will Sell Zillions, But We Didn't Build The Mac For Anybody Else. We Built It For Ourselves. We Were The Group Of People Who Were Going To Judge Whether It Was Great Or Not. We Weren't Going To Go Out And Do Market Research. We Just Wanted To Build The Best Thing We Could Build.

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