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It's Not About Charisma And Personality, It's About Results And Products And Those Very Bedrock Things That Are Why People At Apple And Outside Of Apple Are Getting More Excited About The Company And What Apple Stands For And What Its Potential Is To Contribute To The Industry.

-Steve Jobs

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It's Not About Charisma

Steve Jobs

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It's Not About Charisma And Personality, It's About Results And Products And Those Very Bedrock Things That Are Why People At Apple And Outside Of Apple Are Getting More Excited About The Company And What Apple Stands For And What Its Potential Is To Contribute To The Industry.

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The World Doesn't Need Another Dell Or Compaq.

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.

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 Met Woz When I Was 13, At A Friend's Garage. He Was About 18. He Was, Like, The First Person I Met Who Knew More Electronics Than I Did At That Point. We Became Good Friends, Because We Shared An Interest In Computer And We Had A Sense Of Humor. We Pulled All Kinds Of Pranks Together.

The Juice Goes Out Of Christianity When It Becomes Too Based On Faith Rather Than On Living Like Jesus Or Seeing The World As Jesus Saw It.

[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.

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.

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?

Never Settle For Average.

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.

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.

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.

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

It's Rare That You See An Artist In His 30s Or 40s Able To Really Contribute Something Amazing.

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.

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

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

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.

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.

It Doesn’t Make Sense To Hire Smart People And Tell Them What To Do; We Hire Smart People So They Can Tell Us What 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.

The Reason We Wouldn't Make A Seven-inch Tablet Isn't Because We Don't Want To Hit A Price Point, It's Because We Don't Think You Can Make A Great Tablet With A Seven-inch Screen.

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

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.

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.

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.

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.

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.

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Of Course It Was Impossible To Connect The Dots Looking Forward When I Was In College. But It Was Very, Very Clear Looking Backwards 10 Years Later.

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.

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

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It [what You Choose To Do] Has Got To Be Something That You're Passionate About Because Otherwise You Won't Have The Perseverance To See It Through.

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

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

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

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

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

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.

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

Nobody Has Tried To Swallow Us Since I've Been Here. I Think They Are Afraid How We Would Taste.

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

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Unintended Consequences

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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.

You've Got To Start With The Customer Experience And Work Backwards To The Technology. You Can't Start With The Technology And Try To Figure Out Where You're Going To Sell It.

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.

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.

I Would Rather Gamble On Our Vision Than Make A 'me, Too' Product.

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.

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

My Passion Has Been To Build An Enduring Company Where People Were Motivated To Make Great Products. Everything Else Was Secondary. Sure, It Was Great To Make A Profit, Because That Was What Allowed You To Make Great Products. But The Products, Not The Profits Were The Motivation.

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

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.

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.

Apple Has Some Tremendous Assets, But I Believe Without Some Attention, The Company Could, Could, Could - I'm Searching For The Right Word - Could, Could Die.

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.

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.

It's Not The Consumers' Job To Figure Out What They Want

We've Got To Make The Small Things Unforgettable.

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.

I'm Convinced That About Half Of What Separates The Successful Entrepreneurs From The Non-successful Ones Is Pure Perseverance... Unless You Have A Lot Of Passion About This, You're Not Going To Survive. You're Going To Give It Up. So You've Got To Have An Idea, Or A Problem Or A Wrong That You Want To Right That You're Passionate About Otherwise You're Not Going To Have The Perseverance To Stick It Through.

To Me, Ideas Are Worth Nothing Unless Executed. They Are Just A Multiplier. Execution Is Worth Millions.

Focusing Is About Saying No.

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.

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.

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

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

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

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

We've Demonstrated A Strong Track Record Of Being Very Disciplined With The Use Of Our Cash. We Don't Let It Burn A Hole In Our Pocket, We Don't Allow It To Motivate Us To Do Stupid Acquisitions. And So I Think That We'd Like To Continue To Keep Our Powder Dry, Because We Do Feel That There Are One Or More Strategic Opportunities In The Future.

I've Got To Tell You, The Internet Is A Place You Go When You Want To Turn Your Brain On, And Television Is A Place You Go When You Want To Turn Your Brain Off. I'm Not At All Convinced That The Twain Will Meet.

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

I Think It's Brought The World A Lot Closer Together, And Will Continue To Do That. There Are Downsides To Everything; There Are Unintended Consequences To Everything. The Most Corrosive Piece Of Technology That I've Ever Seen Is Called Television - But Then, Again, Television, At Its Best, Is Magnificent.

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

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

The Subscription Model Of Buying Music Is Bankrupt. I Think You Could Make Available The Second Coming In A Subscription Model And It Might Not Be Successful.

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.

When I Went To School, It Was Right After The '60s And Before This General Wave Of Practical Purposefulness Had Set In.... The Idealistic Wind Of The '60s Was Still At Our Backs, Though, And Most Of The People I Know Who Are My Age Have That Engrained In Them Forever.

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.

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.

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

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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.

I Hate The Way People Use Powerpoints Instead Of Thinking

You've Got To Find What You Love.

Stanford University

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

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.

Stealing Things

We Have Always Been Shameless About Stealing Great Ideas.

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

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

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.

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

Most People Make The Mistake Of Thinking Design Is What It Looks Like. People Think It's This Veneer - That The Designers Are Handed This Box And Told, 'make It Look Good!' That's Not What We Think Design Is. It's Not Just What It Looks Like And Feels Like. Design Is How It Works.

Innovation Distinguishes Between A Leader And A Follower.

The Web Is Not Going To Change The World, Certainly Not In The Next 10 Years. It's Going To Augment The World. And Once You're In This Web-augmented Space, You're Going To See That Democratization Takes Place.

Remembering That I'll Be Dead Soon Is The Most Important Tool I've Ever Encountered To Help Me Make The Big Choices In Life. Because Almost Everything - All External Expectations, All Pride, All Fear Of Embarrassment Or Failure - These Things Just Fall Away In The Face Of Death, Leaving Only What Is Truly Important.

How Can You Get Fired From The Company You Started?

I Think If You Do Something And It Turns Out Pretty Good, Then You Should Go Do Something Else Wonderful, Not Dwell On It For Too Long. Just Figure Out What's Next.

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.

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.

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

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

Guess Who Surprised Themselves And Changed Their Minds.

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

I Sat In A Garage And Invented The Future.

I Told [bill Gates] I Believed Every Word Of What I Said But That I Should Never Have Said It In Public. I Wish Him The Best, I Really Do. I Just Think He And Microsoft Are A Bit Narrow. He'd Be A Broader Guy If He Had Dropped Acid Once Or Gone Off To An Ashram When He Was Younger.

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.

Make It Like A Sunflower.

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

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

Stanford University

I Was Worth About Over A Million Dollars When I Was 23 And Over Ten Million Dollars When I Was 24, And Over A Hundred Million Dollars When I Was 25 And... It Wasn't That Important — Because I Never Did It For The Money.

The Lunatics Have Taken Over The Asylum And We Can Do Anything We Want.

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.

The Most Precious Resource We Have Is Time.

Pixar Is Seen By A Lot Of Folks As An Overnight Success, But If You Really Look Closely, Most Overnight Successes Took A Long Time.

Apple Stores Are Intended Not Just To Move Boxes, But To Enrich Lives.

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.

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.

No One Is Going To Buy A Big Phone.

This Revolution, The Information Revoultion, Is A Revolution Of Free Energy As Well, But Of Another Kind: Free Intellectual Energy. It's Very Crude Today, Yet Our Macintosh Computer Takes Less Power Than A 100-watt Bulb To Run It And It Can Save You Hours A Day. What Will It Be Able To Do Ten Or 20 Years From Now, Or 50 Years From Now?

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

It Is Hard To Think That A $2 Billion Company With 4,300-plus People Couldn't Compete With Six People In Blue Jeans.

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.

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.

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 Don't Think Of My Life As A Career. I Do Stuff. I Respond To Stuff. That's Not A Career - It's A Life!

When You’re In A Startup, The First Ten People Will Determine Whether The Company Succeeds Or Not.

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

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.

To Do Anything Of Magnitude Takes At Least Five Years, More Likely Seven Or Eight. Rightfully Or Wrongfully, That's How I Think.

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.

Older People Sit Down And Ask, 'what Is It?' But The Boy Asks, 'what Can I Do With It?'.

Management Is About Persuading People To Do Things They Do Not Want To Do, While Leadership Is About Inspiring People To Do Things They Never Thought They Could.

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

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

It's Hard To Tell With These Internet Startups If They're Really Interested In Building Companies Or If They're Just Interested In The Money. I Can Tell You, Though: If They Don't Really Want To Build A Company, They Won't Luck Into It. That's Because It's So Hard That If You Don't Have A Passion, You'll Give Up.

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

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.

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 Think This Is The Start Of Something Really Big. Sometimes That First Step Is The Hardest One, And We've Just Taken It.

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

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

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.

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?

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

Our Friends Up North Spend Over Five Billion Dollars On Research And Development And All They Seem To Do Is Copy Google And Apple.

Research And Development

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.

School Was Pretty Hard For Me At The Beginning.

I Wish Developing Great Products Was As Easy As Writing A Check. If That Was The Case, Microsoft Would Have Great Products.

Companies Must Have A Noble Cause, And It's The Leaders Job To Transform That Noble Cause Into Such An Inspiring Vision, That It Will Attract The Most Talented People In The World To Want To Join It.

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

‎experts Are Clueless.

You‘ve Got To Start With The Customer Experience And Work Back Toward The Technology - Not The Other Way Around.

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.

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.

A Computer Is The Most Incredible Tool We've Ever Seen. It Can Be A Writing Tool, A Communications Center, A Supercalculator, A Planner, A Filer And An Artistic Instrument All In One, Just By Being Given New Instructions, Or Software, To Work From. There Are No Other Tools That Have The Power And Versatility Of A Computer.

Death Is Very Likely The Single Best Invention Of Life.

If You Don't Have A Passion, You'll Give Up.

There’s A Phrase In Buddhism, ‘beginner’s Mind.’ It’s Wonderful To Have A Beginner’s Mind.

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.

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

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.

We've Had One Of These Before, When The Dot-com Bubble Burst. What I Told Our Company Was That We Were Just Going To Invest Our Way Through The Downturn, That We Weren't Going To Lay Off People, That We'd Taken A Tremendous Amount Of Effort To Get Them Into Apple In The First Place; The Last Thing We Were Going To Do Is Lay Them Off.

This Was A Very Typical Time. I Was Single. All You Needed Was A Cup Of Tea, A Light, And Your Stereo, You Know, And That's What I Had.

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.

Companies, As They Grow To Become Multi-billion-dollar Entities, Somehow Lose Their Vision. They Insert Lots Of Layers Of Middle Management Between The People Running The Company And The People Doing The Work. They No Longer Have An Inherent Feel Or A Passion About The Products. The Creative People, Who Are The Ones Who Care Passionately, Have To Persuade Five Layers Of Management To Do What They Know Is The Right Thing To Do.

Great Engineers Are A Huge Multiplier.

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

Oh Wow. Oh Wow. Oh Wow.

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.

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

Don’t Let The Noise Of Others’ Opinions Drown Out Your Own Inner Voice.

Microsoft Has Had Two Goals In The Last 10 Years. One Was To Copy The Mac, And The Other Was To Copy Lotus' Success In The Spreadsheet - Basically, The Applications Business. And Over The Course Of The Last 10 Years, Microsoft Accomplished Both Of Those Goals. And Now They Are Completely Lost.

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

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