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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.

-Steve Jobs

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It's Rare That You

Steve Jobs

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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.

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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.

Combine Science And Humanities.

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.

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

I Hate The Way People Use Powerpoints Instead Of Thinking

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

Focusing Is About Saying No.

Make It Like A Sunflower.

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

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.

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

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.

The Real Art Is Knowing What To Leave Out, Not What To Put In.

Be Honest With Yourself And With People Always Do Everything On Time. Never Give Up, Go To Your Goals, Even If All The Bad. In This Life, All Really, You Only Need To Do. The More I Talk To People, The More I Am Convinced That In General They Have One Goal - To Become The Richest Dead In The Cemetery.

Death Is Very Likely The Single Best Invention Of Life.

The Ipod Is Not A New Category. Music Is Not New. It's Not A Speculative Market. It's A Very, Very Large Market. It's Been Around For Thousands Of Years And Will Be Around As Long As Humans Exist.

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

Working Together

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

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.

If You Haven't Found It Yet, Keep Looking.

Inspirational Life

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

I've Read Something That Bill Gates Said About Six Months Ago. He Said, ‘i Worked Really, Really Hard In My 20s.’ And I Know What He Means, Because I Worked Really, Really Hard In My 20s Too. Literally, You Know, 7 Days A Week, A Lot Of Hours Every Day. And It Actually Is A Wonderful Thing To Do, Because You Can Get A Lot Done. But You Can't Do It Forever, And You Don't Want To Do It Forever, And You Have To Come Up With Ways Of Figuring Out What The Most Important Things Are And Working With Other People Even More.

Technology Is Nothing. What's Important Is That You Have A Faith In People, That They're Basically Good And Smart, And If You Give Them Tools, They'll Do Wonderful Things With Them.

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.

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

I Think Right Now It's A Battle For The Mindshare Of Developers And For The Mindshare Of Customers, And Right Now Iphone And Android Are Winning That Battle.

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

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.

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.

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.

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.

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.

You Need To Have A Collaborative Hiring Process.

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

We've Got To Make The Small Things Unforgettable.

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

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

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

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.

Love What You Do...don't Settle

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.

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

Decisions You Make

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.

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.

So When A Good Idea Comes, You Know, Part Of My Job Is To Move It Around, Just See What Different People Think, Get People Talking About It, Argue With People About It, Get Ideas Moving Among That Group Of 100 People, Get Different People Together To Explore Different Aspects Of It Quietly, And, You Know – Just Explore Things.

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.

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

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.

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.

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

You Can't Just Ask Customers What They Want And Then Try To Give That To Them. By The Time You Get It Built, They'll Want Something New.

Deciding What Not To Do Is As Important As Deciding What To Do.

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.

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

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

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

I Don't Think I've Ever Worked So Hard On Something, But Working On Macintosh Was The Neatest Experience Of My Life. Almost Everyone Who Worked On It Will Say That. None Of Us Wanted To Release It At The End. It Was As Though We Knew That Once It Was Out Of Our Hands, It Wouldn't Be Ours Anymore.

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

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

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

I'd Rather Be A Pirate Than Join The Navy

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

I Try To Get People To See What I Have. . . . When You Run A Computer Company, You Have To Get People To Buy Into Your Dreams.

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

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.

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.

We Believe People With Passion Can Change The World For The Better. That's What We Believe. And We Believe That Those People Who Are Crazy Enough To Think They Can Change The World Are The Ones That Actually Do.

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

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 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 Roots Of Apple Were To Build Computers For People, Not For Corporations. The World Doesn't Need Another Dell Or Compaq.

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.

Falling In Love

Most People Never Pick Up The Phone And Call. Most People Never Ask, And That’s What Separates The People Who Do Things From The People Who Just Dream About Them.

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.

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.

At Apple, People Are Putting In 18-hour Days. We Attract A Different Type Of Person—a Person Who Doesn’t Want To Wait Five Or Ten Years To Have Someone Take A Giant Risk On Him Or Her. Someone Who Really Wants To Get In A Little Over His Head And Make A Little Dent In The Universe. We Are Aware That We Are Doing Something Significant. We’re Here At The Beginning Of It And We’re Able To Shape How It Goes. Everyone Here Has The Sense That Right Now Is One Of Those Moments When We Are Influencing The Future.

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

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I Am Saddened, Not By Microsoft's Success — I Have No Problem With Their Success. They've Earned Their Success, For The Most Part. I Have A Problem With The Fact That They Just Make Really Third-rate Products.

It's More Fun To Be A Pirate Than To Join The Navy.

Each Year Has Been So Robust With Problems And Successes And Learning Experiences And Human Experienes That A Year Is A Lifetime At Apple. So This Has Been Ten Lifetimes.

We Wanted To More Richly Experience Why We Were Alive, Not Just Make A Better Life, And So People Went In Search Of Things. The Great Thing That Came From Those That Time Was To Realize That There Was Definitely More To Life Than The Materialism Of The Late Sixties And Early Sixties. We Were Going In Search Of Something Deeper.

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

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

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.

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

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.

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.

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.

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.

The World Doesn't Need Another Dell Or Compaq.

When You First Start Off Trying To Solve A Problem, The First Solutions You Come Up With Are Very Complex, And Most People Stop There. But If You Keep Going, And Live With The Problem And Peel More Layers Of The Onion Off, You Can Often Times Arrive At Some Very Elegant And Simple Solutions.

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.

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

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

Without Passion, Any Rational Person Would Give Up!

Reed College At That Time Offered Perhaps The Best Calligraphy Instruction In The Country.... I Decided To Take A Calligraphy Class To Learn How To Do This.... It Was Beautiful, Historical, Artistically Subtle In A Way That Science Can't Capture, And I Found It Fascinating. None Of This Had Even A Hope Of Any Practical Application In My Life. But Ten Years Later, When We Were Designing The First Macintosh Computer, It All Came Back To Me.

You Cannot Mandate Productivity, You Must Provide The Tools To Let People Become Their Best.

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.

Oh Wow. Oh Wow. Oh Wow.

The Best Way To Create Value In The 21st Century Is To Connect Creativity With Technology

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.

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

I Was Lucky - I Found What I Love To Do Early In Life.

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

To Have Your Whole Music Library With You At All Times Is A Quantum Leap In Listening To Music. How Do We Possibly Do This?

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

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

You Have To Be Burning With "an Idea, Or A Problem, Or A Wrong That You Want To Right." If You're Not Passionate Enough From The Start, You'll Never Stick It Out.

Whenever You Do Any One Thing Intensely Over A Period Of Time You Have To Give Up Other Lives You Could Be Living. You Have To Have A Real Single-minded Kind Of Tunnel Vision If You Want To Get Anything Significant Accomplished. Especially If The Desire Is Not To Be A Businessman, But To Be A Creative Person.

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.

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

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

Unintended Consequences

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.

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

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.

‎experts Are Clueless.

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.

Stay Hungry, Stay Foolish.

If I Knew In 1986 How Much It Was Going To Cost To Keep Pixar Going, I Doubt If I Would Have Bought The Company.

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.

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 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.

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.

Innovation Means Saying 'no' To A Thousand Things.

Customers Don't Measure You On How Hard You Tried, They Measure You On What You Deliver.

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

Your Customers Dream Of A Happier And Better Life. Don't Move Products. Instead, Enrich Lives.

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

The Engineering Is Long Gone In Most Pc Companies. In The Consumer Electronics Companies, They Don't Understand The Software Parts Of It. And So You Really Can't Make The Products That You Can Make At Apple Anywhere Else Right Now. Apple's The Only Company That Has Everything Under One Roof.

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

My Philosophy Is That Everything Starts With A Great Product.

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.

Mac Os X Tiger Will Come Out Long Before Longhorn.

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

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

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

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.

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.

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

A Lot Of People Think Big Business In America Is A Bad Thing. I Think It's A Really Good Thing. Most People In Business Are Ethical, Hard-working, Good People. And It's A Meritocracy.

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.

Don't Just Live A Life; Build One.

Find People Who Are Competent And Really Bright, But More Importantly, People Who Care Exactly About The Same Things You Care About.

We're Just Enthusiastic About What We Do.

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.

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

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.

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.

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

Learn Continually - There's Always "one More Thing" To Learn!

My Mother Taught Me To Read Before I Went To School, So I Was Pretty Bored In School, And I Turned Into A Little Terror. You Should Have Seen Us In Third Grade. We Basically Destroyed Our Teacher. We Would Let Snakes Loose In The Classroom And Explode Bombs.

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

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.

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

I Want To Put A Ding In The Universe.

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

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

I Don't Really Care About Being Right, I Just Care About Success. I Don't Mind Being Wrong, And I'll Admit That I'm Wrong A Lot. It Doesn't Really Matter To Me Too Much. What Matters To Me Is That We Do The Right Thing.

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.

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.

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

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.

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.

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.

The Reason That Apple Is Able To Create Products Like Ipad Is Because We Always Try To Be At The Intersection Of Technology And Liberal Arts, To Be Able To Get The Best Of Both.

It's Not A Faith In Technology. It's Faith In People.

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

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.

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.

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.

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.

Why Join The Navy If You Can Be A Pirate?

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.

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.

Your Customers Don't Care About You. They Don't Care About Your Product Or Service. They Care About Themselves, Their Dreams, Their Goals. Now, They Will Care Much More If You Help Them Reach Their Goals, And To Do That, You Must Understand Their Goals, As Well As Their Needs And Deepest Desires.

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

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.

Focus Does Not Mean Saying Yes, It Means Saying No.

We're Here To Make A Dent In The Universe. Otherwise, Why Even Be Here? We're Creating A Completely New Consciousness, Like An Artist Or A Poet. That’s How You Have To Think Of This. We're Rewriting The History Of Human Thought With What We're Doing.

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

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

Breakthrough Is How To Distinguish A Leader And Who Followed

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.'

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

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

[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.

The Hardest Thing When You Think About Focusing. You Think Focusing Is About Saying "yes." No. Focusing Is About Saying "no." And When You Say "no," You Piss Off People.

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.

Overnight Success Stories Take A Long Time.

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

You Have To Trust That The Dots Will Somehow Connect In Your Future... 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... Have The Courage To Follow Your Heart And Intuition. They Somehow Already Know What You Truly Want To Become. Everything Else Is Secondary.

We Don't Settle For Anything Less Than Excellence.

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.

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

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Gil Scott-Heron

Sergio Aragones

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