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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.

-Steve Jobs

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It's Understandable That The

Steve Jobs

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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.

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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.

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

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.

Taking Lsd Was A Profound Experience, One Of The Most Important Things In My Life. Lsd Shows You That There’s Another Side To The Coin, And You Can’t Remember It When It Wears Off, But You Know It. It Reinforced My Sense Of What Was Important—creating Great Things Instead Of Making Money, Putting Things Back Into The Stream Of History And Of Human Consciousness As Much As I Could.

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.

Breakthrough Is How To Distinguish A Leader And Who Followed

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

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

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Here's To The Crazy Ones, The Misfits, The Rebels, The Troublemakers, The Round Pegs In The Square Holes... The Ones Who See Things Differently - They're Not Fond Of Rules... You Can Quote Them, Disagree With Them, Glorify Or Vilify Them, But The Only Thing You Can't Do Is Ignore Them Because They Change Things... They Push The Human Race Forward, And While Some May See Them As The Crazy Ones, We See Genius, Because The Ones Who Are Crazy Enough To Think That They Can Change The World, Are The Ones Who Do.

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.

Get Closer Than Ever To Your Customers. So Close That You Tell Them What They Need Well Before They Realize It Themselves

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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.

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

I Think Death Is The Most Wonderful Invention Of Life. It Purges The System Of These Old Models That Are Obsolete.

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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.

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.

Innovation Is Usually The Result Of Connections Of Past Experiences. But If You Have The Same Experiences As Everyone Else, You Are Unlikely To Look In A Different Direction.

We Try To Use The Talents We Do Have To Express Our Deep Feelings, To Show Our Appreciation Of All The Contributions That Came Before Us, And To Add Something To That Flow. That's What's Driven Me.

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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.

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

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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.

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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.

When You're Doing Something For Yourself, Or Your Best Friend Or Family, You're Not Going To Cheese Out. If You Don't Love Something, You're Not Going To Go The Extra Mile, Work The Extra Weekend, Challenge The Status Quo As Much.

I'm Convinced That About Half Of What Separates Successful Entrepreneurs From The Non-successful Ones Is Pure Perseverance.

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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.

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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.

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Life Can Be Much Broader. You Can Embrace It, Change It, Improve It, Make Your Mark Upon It.

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

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Have The Courage To Follow Your Heart And Intuition.

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

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

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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.

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

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.

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

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

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

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.

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

The Customer Is The Final Inspector.

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There Are Sneakers That Cost More Than An Ipod.

I Don't Mind If People Don't Like Me. Well, I Might A Little ... But I Really Mind It When Somebody Uses Their Position At Time Magazine To Tell 10 Million People They Don't Like Me. I Know What It's Like To Have Your Private Life Painted In The Worst Possible Light In Front Of A Lot Of People.

The Biggest Effect Of The Personal Computer Revolution Has Been To Allow Millions And Millions Of People To Experience Computers Themselves Decades Before They Ever Would Have In The Old Paradigm.

My Philosophy Is That Everything Starts With A Great Product.

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

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 Make 50 Cents For Showing Up... And The Other 50 Cents Is Based On My Performance.

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.

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.

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

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

You Know, I've Got A Plan That Could Rescue Apple. I Can't Say Any More Than That It's The Perfect Product And The Perfect Strategy For Apple. But Nobody There Will Listen To Me.

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.

School Was Pretty Hard For Me At The Beginning.

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

Let's Go Invent Tomorrow...

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.

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.

The World Doesn't Need Another Dell Or Compaq.

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.

I'm Sorry, It's True. Having Children Really Changes Your View On These Things. We're Born, We Live For A Brief Instant, And We Die. It's Been Happening For A Long Time. Technology Is Not Changing It Much - If At All.

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

Design Is Not Just What It Looks Like And Feels Like. Design Is How It Works.

If You Want To Hire Great People And Have Them Stay, You Have To Be Run By Ideas, Not Hierarchy. The Best Ideas Have To Win.

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.

The Most Precious Resource We Have Is Time.

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.

A Lot Of Companies Have Chosen To Downsize, And Maybe That Was The Right Thing For Them. We Chose A Different Path. Our Belief Was That If We Kept Putting Great Products In Front Of Customers, They Would Continue To Open Their Wallets.

As Regis Mckenna Once Said, The Best Marketing Is Education

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.

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.

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 Had Nothing To Lose And Everything To Gain.

Nothing To Lose

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.

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

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

We Don't Settle For Anything Less Than Excellence.

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.

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

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.

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.

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.

We're Just Enthusiastic About What We Do.

Sometimes When You Innovate, You Make Mistakes. It Is Best To Admit Them Quickly, And Get On With Improving Your Other Innovations.

There's Nothing That Makes My Day More Than Getting An E-mail From Some Random Person In The Universe Who Just Bought An Ipad Over In The Uk And Tells Me The Story About How It's The Coolest Product They've Ever Brought Home In Their Lives. That's What Keeps Me Going.

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.

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

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

Love What You Do...don't Settle

I Hate The Way People Use Powerpoints Instead Of Thinking

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

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

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.

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.

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.

Your Thoughts Construct Patterns Like Scaffolding In Your Mind. You Are Really Etching Chemical Patterns. In Most Cases, People Get Stuck In Those Patterns, Just Like Grooves In A Record, And They Never Get Out Of Them.

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.

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

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.

You Can't Look At The Competition And Say You're Going To Do It Better. You Have To Look At The Competition And Say You're Going To Do It Differently.

Everyone Here Has The Sense That Right Now Is One Of Those Moments When We Are Influencing The Future.

Death Is Very Likely The Single Best Invention Of Life.

Innovation Distinguishes A Leader From A Follower.

Why Join The Navy If You Can Be A Pirate?

How Can You Get Fired From The Company You Started?

Follow Your Heart, But Check It With Your Head.

Follow Your Heart

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.

So [polaroid's Dr. Edwin] Land, At 75, Went Off To Spend The Remainder Of His Life Doing Pure Science, Trying To Crack The Code Of Color Vision. The Man Is A National Treasure. I Don't Understand Why People Like That Can't Be Held Up As Models: This Is The Most Incredible Thing To Be - Not An Astronaut, Not A Football Player - But This.

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.

Focus And Simplicity...once You Get There, You Can Move Mountains.

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

Again, You Can't Connect The Dots Looking Forward; You Can Only Connect Them Looking Backwards. So You Have To Trust That The Dots Will Somehow Connect In Your Future. 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.

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

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

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.

Kick-start Your Brain. New Ideas Come From Watching Something, Talking To People, Experimenting, Asking Questions And Getting Out Of The Office!

Asking Questions

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

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

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

When You're A Carpenter Making A Beautiful Chest Of Drawers, You're Not Going To Use A Piece Of Plywood On The Back, Even Though It Faces The Wall And Nobody Will Ever See It. You'll Know It's There, So You're Going To Use A Beautiful Piece Of Wood On The Back.

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.

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