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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.

-Steve Jobs

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I Have A Great

Steve Jobs

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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.

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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?

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.

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You Have To Trust In Something - Your Gut, Destiny, Life, Karma, Whatever. This Approach Has Never Let Me Down, And It Has Made All The Difference In My Life.

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.

Oh Wow. Oh Wow. Oh Wow.

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We Don't Settle For Anything Less Than Excellence.

I Hate It When People Call Themselves 'entrepreneurs' When What They're Really Trying To Do Is Launch A Startup And Then Sell Of Go Public, So They Can Cash In And Move On. They're Unwilling To Do The Work It Takes To Build A Real Company, Which Is The Hardest Work In Business.

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

The Things I've Done In My Life Have Required A Lot Of Years Of Work Before They Took Off.

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

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.

Why Join The Navy If You Can Be A Pirate?

A-plus Players Like To Work Together And They Don't Like It If You Tolerate B Work.

Working Together

[my Teacher] Basically Bribed Me Back Into Learning With Candy And Money And What Was Really Remarkable Was Before Very Long I Had Such A Respect For Her That It Sort Of Re-ignited My Desire To Learn.

You Can't Win On Innovation Unless You Have A Way To Communicate It To Customers.

The Cure For Apple Is Not Cost-cutting. The Cure For Apple Is To Innovate Its Way Out Of Its Current Predicament.

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 Don't Need A Hard Disk In My Computer If I Can Get To The Server Faster... Carrying Around These Non-connected Computers Is Byzantine By Comparison.

I Just Had A Romance That I Really Care About, A Lot-i Mean, A Lot-go Up In Smoke. Because Of The Stress, And The Sort Of Other Woman That Macintosh Is.

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.

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

The Seven-inch Tablets Are Tweeners: Too Big To Compete With A Smartphone, And Too Small To Compete With An Ipad.

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.

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

That's Why I Think Death Is The Most Wonderful Invention Of Life. It Purges The System Of These Old Models That Are Obsolete. I Think That's One Of Apple's Challenges, Really. When Two Young People Walk In With The Next Thing, Are We Going To Embrace It And Say This Is Fantastic? Are You Going To Be Willing To Drop Our Models, Or Are We Going To Explain It Away? I Think We'll Do Better, Because We're Completely Aware Of It And We Make It A Priority.

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I Want To Make A Dent In The Universe.

Marketing Is About Values. It's A Complicated And Noisy World, And We're Not Going To Get A Chance To Get People To Remember Much About Us. No Company Is. So We Have To Be Really Clear About What We Want Them To Know About Us.

We Do Not Say Anything About Future Products. We Work On Them In Secret, Then We Announce Them.

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.

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

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Innovation Distinguishes Between A Leader And A Follower.

Design Is The Fundamental Soul Of A Human-made Creation That Ends Up Expressing Itself In Successive Outer Layers Of The Product Or Service.

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.

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

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

Forget Everything

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

The Manual For Wordstar, The Most Popular Word-processing Program, Is 400 Pages Thick. To Write A Novel, You Have To Read A Novel - One That Reads Like A Mystery To Most People. They're Not Going To Learn Slash Q-z Any More Than They're Going To Learn Morse Code. That Is What Macintosh Is All About.

I Feel Like Somebody Just Punched Me In The Stomach And Knocked All My Wind Out. I'm Only 30 Years Old And I Want To Have A Chance To Continue Creating Things. I Know I've Got At Least One More Great Computer In Me. And Apple Is Not Going To Give Me A Chance To Do That.

Creating Things

The Most Important Decisions You Make Are Not The Things You Do, But The Things You Decide Not To Do.

Decisions You Make

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

I Was At Reed [college] For Only A Few Months. My Parents Intended For Me To Stay There For All Four Years But I Decided That College Wasn't Right For Me. I Had No Idea What I Wanted To Do I Didn't See How College Was Going To Help Me.

The Day I Was Born Songs Were On Records, Phones Were Tied Down, Computers Needed Rooms And The Web Was Fiction. Change The World. You Can.

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

The Problem Is I'm Older Now, I'm 40 Years Old, And This Stuff Doesn't Change The World. It Really Doesn't.

Pointing Is A Metaphor We All Know. We've Done A Lot Of Studies And Tests On That, And It's Much Faster To Do All Kinds Of Functions, Such As Cutting And Pasting, With A Mouse, So It's Not Only Easier To Use But More Efficient.

These Technologies Can Make Life Easier, Can Let Us Touch People We Might Not Otherwise. You May Have A Child With A Birth Defect And Be Able To Get In Touch With Other Parents And Support Groups, Get Medical Information, The Latest Experimental Drugs. These Things Can Profoundly Influence Life. I'm Not Downplaying That.

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.

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.

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.

Unless You've A Lot Of Passion About This, You're Not Gonna Survive. You're Gonna Give It Up. So You've Got To Have An Idea Or A Wrong That You Want To Right That You're Passionate About, Otherwise You're Not Gonna Have The Perseverance To Stick It Through. I Think It's Half The Battle Right There.

The Journey Is The Reward

Your Work Is Going To Fill A Large Part Of Your Life... So Love What You Do. Your Time Is Limited. Don't Waste It.

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

People Say Sometimes, "you Work In The Fastest-moving Industry In The World." I Don't Feel That Way. I Think I Work In One Of The Slowest. It Seems To Take Forever To Get Anything Done.

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