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It's Not About Pop Culture, And It's Not About Fooling People, And It's Not About Convincing People That They Want Something They Don't. We Figure Out What We Want. And I Think We're Pretty Good At Having The Right Discipline To Think Through Whether A Lot Of Other People Are Going To Want It, Too. That's What We Get Paid To Do.

-Steve Jobs

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It's Not About Pop

Steve Jobs

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It's Not About Pop Culture, And It's Not About Fooling People, And It's Not About Convincing People That They Want Something They Don't. We Figure Out What We Want. And I Think We're Pretty Good At Having The Right Discipline To Think Through Whether A Lot Of Other People Are Going To Want It, Too. That's What We Get Paid To Do.

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Loving What You Do

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

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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.

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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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We Have Always Been Shameless About Stealing Great Ideas.

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.

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

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.

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

Simplicity Is The Ultimate Sophistication-- Steve Jobs Turned This Into The Slogan Behind An Early Mac Advertising Campaign. Which Doesn't Make It Less True.

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

Customers Always Want Something New

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

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.

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.

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

That's What Makes Great Products. It's Not Process-it's Content.

I'm As Proud Of What We Don't Do As I Am Of What We Do.

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.

There's No Other Company That Could Make A Macbook Air And The Reason Is That Not Only Do We Control The Hardware, But We Control The Operating System. And It Is The Intimate Interaction Between The Operating System And The Hardware That Allows Us To Do That. There Is No Intimate Interaction Between Windows And A Dell Notebook.

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.

Why Join The Navy If You Can Be A Pirate?

I Sat In A Garage And Invented The Future.

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

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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.

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.

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Inspirational Life

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

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

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

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Unintended Consequences

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.

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

My Job Is Not To Be Easy On People. My Job Is To Take These Great People We Have And To Push Them And Make Them Even Better.

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

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

The Minute I Dropped Out I Could Stop Taking The Required Classes That Didn't Interest Me, And Begin Dropping In On The Ones That Looked Interesting.

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

Taking Lsd Was A Profound Experience, One Of The Most Important Things In My Life.

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.

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

I'm An Optimist In The Sense That I Believe Humans Are Noble And Honorable, And Some Of Them Are Really Smart. I Have A Very Optimistic View Of Individuals.

Our Dna Is As A Consumer Company - For That Individual Customer Who's Voting Thumbs Up Or Thumbs Down. That's Who We Think About. And We Think That Our Job Is To Take Responsibility For The Complete User Experience. And If It's Not Up To Par, It's Our Fault, Plain And Simply.

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

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Jackson Pollock

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