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My Job Is To Not Be Easy On People. My Job Is To Make Them Better. My Job Is To Pull Things Together From Different Parts Of The Company And Clear The Ways And Get The Resources For The Key Projects. And To Take These Great People We Have And To Push Them And Make Them Even Better, Coming Up With More Aggressive Visions Of How It Could Be.

-Steve Jobs

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My Job Is To

Steve Jobs

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My Job Is To Not Be Easy On People. My Job Is To Make Them Better. My Job Is To Pull Things Together From Different Parts Of The Company And Clear The Ways And Get The Resources For The Key Projects. And To Take These Great People We Have And To Push Them And Make Them Even Better, Coming Up With More Aggressive Visions Of How It Could Be.

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

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.

We Think That Computers Are The Most Remarkable Tools That Humankind Has Ever Come Up With, And We Think That People Are Basically Tool Users. So If We Can Just Get Lots Of Computers To Lots Of People, It Will Make Some Qualitative Difference To The World.

The Mark Of An Innovative Company Is Not Only That It Comes Up With New Ideas First, But Also That It Knows How To Leapfrog When It Finds Itself Behind.

Japan's Very Interesting. Some People Think It Copies Things. I Don't Think That Anymore. I Think What They Do Is Reinvent Things. They Will Get Something That's Already Been Invented And Study It Until They Thoroughly Understand It. In Some Cases, They Understand It Better Than The Original Inventor.

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.

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.

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

Details Matter, It's Worth Waiting To Get It Right.

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.

Creativity Is Just Connecting Things.

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.

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

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.

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

If You Want To Live Your Life In A Creative Way, As An Artist, You Have To Not Look Back Too Much. You Have To Be Willing To Take Whatever You've Done And Whoever You Were And Throw Them Away.

I Got Very Interested In People Who Had Discovered Something More Significant Than ... Intellectual, Abstract Understanding.

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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Don't Settle, As With All Matters Of The Heart You'll Know When You Find It

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.

Focusing Is All About Saying No

We Make Tools For People. Tools To Create, Tools To Communicate. The Age We're Living In, These Tools Surprise You. ... That's Why I Love What We Do. Because We Make These Tools, And We're Constantly Surprised With What People Do With Them.

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

We Don't Settle For Anything Less Than Excellence.

If You Ask Who Are The Customers Of Education, The Customers Of Education Are The Society At Large, The Employers Who Hire People, Things Like That. But Ultimately I Think The Customers Are The Parents. Not Even The Students But The Parents. The Problem That We Have In This Country Is That The Customers Went Away. The Customers Stopped Paying Attention To Their Schools, For The Most Part.

Fear Of Failure Falls Away In The Face Of Death.

Fear Of Failure

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

I'll Always Stay Connected With Apple. I Hope That Throughout My Life I'll Sort Of Have The Thread Of My Life And The Thread Of Apple Weave In And Out Of Each Other, Like A Tapestry. There May Be A Few Years When I'm Not There, But I'll Always Come Back.

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.

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.

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?

Focus Is About Saying, No. And The Result Of That Focus Is Going To Be Some Really Great Products Where The Total Is Much Greater Than The Sum Of The Parts.

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.

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.

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

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

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

Everything Is Important- That Success Is In The Details.

When You Start Looking At A Problem And It Seems Really Simple, You Don't Really Understand The Complexity Of The Problem. Then You Get Into The Problem, And You See That It's Really Complicated, And You Come Up With All These Convoluted Solutions. That's Sort Of The Middle, And That's Where Most People Stop... But The Really Great Person Will Keep On Going And Find The Key, The Underlying Principle Of The Problem - And Come Up With An Elegant, Really Beautiful Solution That Works.

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

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.

I Used To Sleep On The Floor In Friends' Rooms, Returning Coke Bottles For Food, Money, And Getting Weekly Free Meals At A Local Temple

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

I've Always Wanted To Own And Control The Primary Technology In Everything We Do.

Ultimately, It Comes Down To Taste. It Comes Down To Trying To Expose Yourself To The Best Things That Humans Have Done And Then Try To Bring Those Things Into What You're Doing. Picasso Had A Saying: Good Artists Copy, Great Artists Steal. And We Have Always Been Shameless About Stealing Great Ideas, And I Think 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 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.

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.

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

There Are Times When You Run A Marathon And You Wonder, Why Am I Doing This? But You Take A Drink Of Water, And Around The Next Bend, You Get Your Wind Back, Remember The Finish Line, And Keep Going.

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

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

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 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.

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.

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.

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.

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

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 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.

There Will Always Be Music On The Internet That People Can Steal. What's New Is Not Theft. What's New Is A Distribution Channel For Stolen Property Called The Internet. So There Will Always Be Illegal Music On The Internet.

A Brand Is Simply Trust.

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

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.

Creativity Is Just Connecting Things. When You Ask Creative People How They Did Something, They Feel A Little Guilty Because They Didn't Really Do It, They Just Saw Something. It Seemed Obvious To Them After A While. That's Because They Were Able To Connect Experiences They've Had And Synthesize New Things.

To Go Forward You Have To Leave Something Behind

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

The Macintosh Was Supposed To Be The Computer For People That Just Wanted To Use A Computer Without Having To Learn How To Use One.

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

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.

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.

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

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.

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.

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.

The Most Powerful Person In The World Is The Story Teller. The Storyteller Sets The Vision, Values And Agenda Of An Entire Generation That Is To Come.

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

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

Innovation Is Saying 'no' To 1,000 Things.

I Think Pixar Has The Opportunity To Be The Next Disney - Not Replace Disney - But Be The Next Disney.

You Know, Dr. Edwin Land Was A Troublemaker. He Dropped Out Of Harvard And Founded Polaroid. Not Only Was He One Of The Great Inventors Of Our Time But, More Important, He Saw The Intersection Of Art And Science And Business And Built An Organization To Reflect That. Polaroid Did That For Some Years, But Eventually Dr. Land, One Of Those Brilliant Troublemakers, Was Asked To Leave His Own Company - Which Is One Of The Dumbest Things I've Ever Heard Of.

It's Like When Ibm Drove A Lot Of Innovation Out Of The Computer Industry Before The Microprocessor Came Along. Eventually, Microsoft Will Crumble Because Of Complacency, And Maybe Some New Things Will Grow. But Until That Happens, Until There's Some Fundamental Technology Shift, It's Just Over.

Never Settle For Average.

The Journey Is The Reward

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

Asking Questions

Follow Your Heart, But Check It With Your Head.

Follow Your Heart

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

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.

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

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.

Packaging Can Be Theater, It Can Create A Story

Design Is A Funny Word. Some People Think Design Means How It Looks. But Of Course, If You Dig Deeper, It's Really How It Works.

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.

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.

We Had Nothing To Lose And Everything To Gain.

Nothing To Lose

The Japanese Have Hit The Shores Like Dead Fish. They're Just Like Dead Fish Washing Up On The Shores.

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.

Innovation Is The Only Way To Win.

Why Join The Navy If You Can Be A Pirate?

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.

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.

Don't Be Afraid, You Can Do It.

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.

Oh Wow. Oh Wow. Oh Wow.

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

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.

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

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.

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

Working Together

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

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.

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

The Minute That You Understand That You Can Poke Life And Actually Something Will Pop Out The Other Side, That You Can Change It, You Can Mold It. That's Maybe The Most Important Thing. It's To 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. I Think That's Very Important And However You Learn That, Once You Learn It, You'll Want To Change Life And Make It Better, Cause It's Kind Of Messed Up, In A Lot Of Ways. Once You Learn That, You'll Never Be The Same Again.

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.

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

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

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

The Most Precious Resource We Have Is Time.

How Can You Get Fired From The Company You Started?

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.

The Problem With The Internet Startup Craze Isn’t That Too Many People Are Starting Companies; It’s That Too Many People Aren’t Sticking With It.

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

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

Woz And I Started Apple In My Parents' Garage When I Was 20. We Worked Hard, And In 10 Years Apple Had Grown From Just The Two Of Us In A Garage Into A $2 Billion Company With Over 4,000 Employees.

A Lot Of Time, People Don't Do Great Things Becoz' Great Things Really Aren't Expected Of Them.

What Is Apple, After All? Apple Is About People Who Think 'outside The Box,' People Who Want To Use Computers To Help Them Change The World, To Help Them Create Things That Make A Difference, And Not Just To Get A Job Done.

Death Is Very Likely The Single Best Invention Of Life.

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.

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

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.

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.

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!

I Buy Everything From Costco. It's Great; They've Got Everything I Need.

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.

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

It Gave A Tremendous Level Of Self-confidence, That Through Exploration And Learning One Could Understand Seemingly Very Complex Things In One's Environment.

Self Confidence

The Most Compelling Reason For Most People To Buy A Computer For The Home Will Be To Link It To A Nationwide Communications Network. We're Just In The Beginning Stages Of What Will Be A Truly Remarkable Breakthrough For Most People - As Remarkable As The Telephone.

Compelling Reason

I Have Enough To Last For The Rest Of My Life.

Do Not Try To Do Everything. Do One Thing Well.

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

I 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.

Believe Things Will Work Out. How Was I Ever To Know That The Girl Who Broke My Heart In University Would Lead To My Soulmate? How Was I To Know That The ‘dream Job’ I Was Rejected From Out Of College Would Lead Me To A Year Of Entrepreneurship And Adventure In Spain? How Was I To Know That Taking A Miserable Job Back In The States Would Be Just The Push I Needed To Vow To Never Do Something I Wasn’t Passionate About Again? Everything Works Out. I Mean Everything. As Long As You Believe It Will. When You Do, You Will Find The Silver Lining. That Will Take You To The Next Level.

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.'

If You Live Each Day As It Was Your Last, Someday You'll Most Certainly Be Right

Stanford University

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

Decisions You Make

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.

The Axis Today Is Not Liberal And Conservative, The Axis Is Constructive-destructive.

Everybody In This Country Should Learn How To Program A Computer, Because It Teaches You How To Think.

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

Don't Just Live A Life; Build One.

You Have To Trust In Something--your Gut, Destiny, Life, Karma, Whatever.

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

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

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.

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

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.

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

What's New Is This Amazingly Efficient Distribution System For Stolen Property Called The Internet - And No One's Gonna Shut Down The Internet.

All We Are Is Our Ideas, Or People. That's What Keeps Us Going To Work In The Morning, To Hang Around These Great Bright People. I've Always Thought That Recruiting Is The Heart And Soul Of What We Do.

When You're In A Start-up, The First Ten People Will Determine Whether The Company Succeeds Or Not. Each Is 10 Percent Of The Company. So Why Wouldn't You Take As Much Time As Necessary To Find All The A Players? If Three Were Not So Great, Why Would You Want A Company Where 30 Percent Of Your People Are Not So Great? A Small Company Depends On Great People Much More Than A Big Company Does.

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.

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.

Good Pr Educates People; That's All It Is. You Can't Con People In This Business. The Products Speak For 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.

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.

Have The Courage To Follow Your Heart And Intuition.

Stanford University

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.

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.

I'm One Of Those People That Think Thomas Edison And The Light Bulb Changed The World More Than Karl Marx Ever Did.

You Need To Have A Collaborative Hiring Process.

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.

When We Hire Someone, Even If They Are Going To Be In Marketing, I Will Have Them Talk To The Design Folks And The Engineers.

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.

Recruiting Is Hard. It's Just Finding The Needles In The Haystack. You Can't Know Enough In A One-hour Interview. So, In The End, It's Ultimately Based On Your Gut. How Do I Feel About This Person? What Are They Like When They're Challenged? I Ask Everybody That: 'why Are You Here?' The Answers Themselves Are Not What You're Looking For. It's The Meta-data.

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

Strategy Is Figuring Out What Not To Do.

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.

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.

I Hate The Way People Use Powerpoints Instead Of Thinking

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.

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.

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.

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

If You Keep Your Eye On The Profit, You’re Going To Skimp On The Product. But If You Focus On Making Really Great Products, Then The Profits Will Follow.

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

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 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.

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.

With Our Technology, With Objects, Literally Three People In A Garage Can Blow Away What 200 People At Microsoft Can Do. Literally Can Blow It Away. Corporate America Has A Need That Is So Huge And Can Save Them So Much Money, Or Make Them So Much Money, Or Cost Them So Much Money If They Miss It, That They Are Going To Fuel The Object Revolution.

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

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

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.

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.

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.

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

Be Ready To Catch The Ball When It Is Thrown By Life.

I'm One Of The Few People Who Understands How Producing Technology Requires Intuition And Creativity, And How Producing Something Artistic Takes Real Discipline.

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

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