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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.

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Simplicity Is The Ultimate

Steve Jobs

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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.

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

You've Got To Find What You Love.

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In Your Life You Only Get To Do So Many Things And Right Now We've Chosen To Do This, So Let's Make It Great.

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

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?

Guess Who Surprised Themselves And Changed Their Minds.

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.

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

Innovation Has Nothing To Do With How Many R&d Dollars You Have. When Apple Came Up With The Mac, Ibm Was Spending At Least 100 Times More On R&d. It's Not About Money. It's About The People You Have, How You're Led, And How Much You Get It.

We Had The Hardware Expertise, The Industrial Design Expertise And The Software Expertise, Including Itunes. One Of The Biggest Insights We Have Was That We Decided Not To Try To Manage Your Music Library On The Ipod, But To Manage It In Itunes. Other Companies Tried To Do Everything On The Device Itself And Made It So Complicated That It Was Useless.

Click. Boom. Amazing!

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

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.

Start Small, Think Big. Don’t Worry About Too Many Things At Once. Take A Handful Of Simple Things To Begin With, And Then Progress To More Complex Ones. Think About Not Just Tomorrow, But The Future. Put A Ding In The Universe.

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.

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.

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 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.

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.

I Was Actually A Fruitarian At That Point In Time. I Ate Only Fruit. Now I'm A Garbage Can Like Everyone Else. And We Were About Three Months Late In Filing A Fictitious Business Name So I Threatened To Call The Company Apple Computer Unless Someone Suggested A More Interesting Name By Five O'clock That Day. Hoping To Stimulate Creativity. And It Stuck. And That's Why We're Called Apple.

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

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.

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

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.

The Only Way To Be Truly Satisfied Is To Do What You Believe Is Great Work

Loving What You Do

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

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.

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.

Have The Courage To Follow Your Heart And Intuition. They Somehow Already Know What You Truly Want To Become. Everything Else Is Secondary.

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.

People Equated Burning Cds With Theft. That's Not What Burning Cds Is. Theft Is About Acquiring The Music From The Internet.

We're Going To Be Able To Ask Our Computers To Monitor Things For Us, And When Certain Conditions Happen, Are Triggered, The Computers Will Take Certain Actions And Inform Us After The Fact.

Imac Is Next Year's Computer For $1,299, Not Last Year's Computer For $999.

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.

Death Is Very Likely The Single Best Invention Of Life.

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.

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

We Don't Get A Chance To Do That Many Things, And Every One Should Be Really Excellent. Because This Is Our Life. Life Is Brief, And Then You Die, You Know? So This Is What We've Chosen To Do With Our Life. We Could Be Sitting In A Monastery Somewhere In Japan. We Could Be Out Sailing. Some Of The Team Could Be Playing Golf. They Could Be Running Other Companies. And We've All Chosen To Do This With Our Lives. So It Better Be Damn Good. It Better Be Worth It. And We Think It Is.

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

We Live In An Information Economy. The Problem Is That Information's Usually Impossible To Get, At Least In The Right Place, At The Right Time.

If Macintosh Hadn't Been Successful, Then I Should Have Just Thrown In The Towel, Because My Vision Of The Whole Industry Would Have Been Totally Wrong.

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

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

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.

I Feel Like Somebody Just Punched Me In The Stomach And Knocked All My Wind Out. I'm Only 30 Years Old And I Want To Have A Chance To Continue Creating Things. I Know I've Got At Least One More Great Computer In Me. And Apple Is Not Going To Give Me A Chance To Do That.

Creating Things

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

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

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.

You Know, My Main Reaction To This Money Thing Is That It's Humorous, All The Attention To It, Because It's Hardly The Most Insightful Or Valuable Thing That's Happened To Me.

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.

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

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

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.

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.

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.

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.

Probably Death Is The Best Invention Of Life.

Everything Around You That You Call Life Was Made Up By People That Were No Smarter Than You And You Can Change It, You Can Influence It, You Can Build Your Own Things That Other People Can Use.

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

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

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.

Combine Science And Humanities.

I Sat In A Garage And Invented The Future.

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

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.

School Was Pretty Hard For Me At The Beginning.

Love What You Do...don't Settle

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

Great Engineers Are A Huge Multiplier.

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

If You Tell People They Can't Burn Cds Of Their Music, As Almost Every Current Legal Music Service Has Done, Or They Can Only Burn One Cd With A Track Or Pay Per Track Per Burn Extra, Nobody Is Going To Go For It.

The Journey Is The Reward

If It Could Save A Person's Life, Could You Find A Way To Save Ten Seconds Off The Boot Time? If There Were Five Million People Using The Mac, And It Took Ten Seconds Extra To Turn It On Every Day, That Added Up To Three Hundred Million Or So Hours Per Year People Would Save, Which Was The Equivalent Of At Least One Hundred Lifetimes Saved Per Year.

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.

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

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

We Had Nothing To Lose And Everything To Gain.

Nothing To Lose

Without Death There Would Be Very Little Progress.

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.

Death Is Very Likely The Single Best Invention Of Life. It Is Life's Change Agent. It Clears Out The Old To Make Way For The New.

Somebody Once Told Me, ‘manage The Top Line, And The Bottom Line Will Follow.’ What's The Top Line? It's Things Like, Why Are We Doing This In The First Place? What's Our Strategy? What Are Customers Saying? How Responsive Are We? Do We Have The Best Products And The Best People? Those Are The Kind Of Questions You Have To Focus On.

A Lot Of People In Our Industry Haven't Had Very Diverse Experiences. So They Don't Have Enough Dots To Connect, And They End Up With Very Linear Solutions Without A Broad Perspective On The Problem. The Broader One's Understanding Of The Human Experience, The Better Design We Will Have.

I’d Like To Create An Integrated Television Set That Is Completely Easy To Use. It Would Be Seamlessly Synced With All Of Your Devices And With Icloud. It Will Have The Simplest User Interface You Could Imagine. I Finally Cracked It.

You're Already Naked. There Is No Reason Not To Follow Your Heart.

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

It Takes These Very Simple-minded Instructions - 'go Fetch A Number, Add It To This Number, Put The Result There, Perceive If It's Greater Than This Other Number' - But Executes Them At A Rate Of, Let's Say, 1,000,000 Per Second. At 1,000,000 Per Second, The Results Appear To Be Magic.

When Companies Get Bigger They Try To Replicate Their Success. But They Assume Their Magic Came From Process. They Try To Use Processes To Substitute Content.

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.

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

You've Heard Of Plug-and-play. This Is Plug, Unplug And Play. It's So Simple To Use, It's Unbelievable.

Innovation Is The Only Way To Win.

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

Computers Themselves, And Software Yet To Be Developed, Will Revolutionize The Way We Learn.

As Regis Mckenna Once Said, The Best Marketing Is Education

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.

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

To Follow The Path That Others Have Laid Before You Is A Reasonable Course Of Action; Therefore All Progress Is Made By Unreasonable Men.

We Limit How Much Technology Our Kids Use At Home.

Right Now The New Is You, But Someday Not Too Long From Now, You Will Gradually Become The Old And Be Cleared Away. Sorry To Be So Dramatic, But It Is Quite True.

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.

I Hate The Way People Use Powerpoints Instead Of Thinking

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.

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.

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

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.

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.

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

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.

To Go Forward You Have To Leave Something Behind

[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.

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.

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.

Focusing Is About Saying No.

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.

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.

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

Focusing Is All About Saying No

Everything Is Important- That Success Is In The Details.

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

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.

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

Never Settle For Average.

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

Technology Alone Is Not Enough.

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.

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

So When These People Sell Out, Even Though They Get Fabulously Rich, They're Gypping Themselves Out Of One Of The Potentially Most Rewarding Experiences Of Their Unfolding Lives. Without It, They May Never Know Their Values Or How To Keep Their Newfound Wealth In Perspective.

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.

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

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

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.

It's Very Simple: The More Successful You Are, The More You'll Earn. But If You're Not Successful, You Will Not Earn A Dime.

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.

It Wasn't All Romantic. I Didn't Have A Dorm Room, So I Slept On The Floor In Friends' Rooms, I Returned Coke Bottles For The 5¢ Deposits To Buy Food With, And I Would Walk The 7 Miles Across Town Every Sunday Night To Get One Good Meal A Week At The Hare Krishna Temple. I Loved It.

Apple's Goal Isn't To Make Money. Our Goal Is To Design And Develop And Bring To Market Good Products... We Trust As A Consequence Of That, People Will Like Them, And As Another Consequence, We'll Make Some Money. But We're Really Clear About What Our Goals Are.

All The Work I've Done In My Life Will Be Obsolete By The Time I'm Fifty.

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

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

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 Know, You Keep On Innovating, You Keep On Making Better Stuff. And If You Always Want The Latest And Greatest, Then You Have To Buy A New Ipod At Least Once A Year.

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.

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.

Stanford University

I Think We're Having Fun. I Think Our Customers Really Like Our Products. And We're Always Trying To Do Better.

I Had Been Rejected, But I Was Still In Love.

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.

When You Have Feelings Like Sadness Or Anger About Your Cancer Or Your Plight, To Mask Them Is To Lead An Artificial Life.

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

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.

No One Wants To Die. Even People Who Want To Go To Heaven Don't Want To Die To Get There. And Yet Death Is The Destination We All Share. No One Has Ever Escaped It. And That Is As It Should Be, Because Death Is Very Likely The Single Best Invention Of Life. It Is Life's Change Agent. It Clears Out The Old To Make Way For The New.

Stanford University

Digital Hub (center Of Our Universe) Is Moving From Pc To Cloud - Pc Now Just Another Client Alongside Iphone, Ipad, Ipod Touch, ... - Apple Is In Danger Of Hanging On To Old Paradigm Too Long (innovator's Dilemma) - Google And Microsoft Are Further Along On The Technology, But Haven't Quite Figured It Out Yet - Tie All Of Our Products Together, So We Further Lock Customers Into Our Ecosystem

You Can't Win On Innovation Unless You Have A Way To Communicate It To Customers.

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 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.

‎experts Are Clueless.

The Customer Is The Final Inspector.

Service Culture

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.

Packaging Can Be Theater, It Can Create A Story

Let's Make A Dent In The Universe

The World Doesn't Need Another Dell Or Compaq.

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.

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

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

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.

This Revolution, The Information Revolution, Is A Revolution Of Free Energy As Well, But Of Another Kind: Free Intellectual Energy.

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

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

How Can You Get Fired From The Company You Started?

Remembering That I’ll Be Dead Soon Is The Most Important Tool I’ve Ever Encountered To Help Make The Big Choices In Life. Remembering That You Are Going To Die Is The Best Way I Know To Avoid The Trap Of Thinking You Have Something To Lose.

Stanford University

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.

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

Unintended Consequences

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

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

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

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

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

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

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.

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

I Just Had A Romance That I Really Care About, A Lot-i Mean, A Lot-go Up In Smoke. Because Of The Stress, And The Sort Of Other Woman That Macintosh Is.

As Individuals, People Are Inherently Good. I Have A Somewhat More Pessimistic View Of People In Groups. And I Remain Extremely Concerned When I See What's Happening In Our Country, Which Is In Many Ways The Luckiest Place In The World. We Don't Seem To Be Excited About Making Our Country A Better Place For Our Kids.

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.

Oh Wow. Oh Wow. Oh Wow.

That's Been One Of My Mantras - Focus And Simplicity. Simple Can Be Harder Than Complex.

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

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

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

Don't Be Afraid, You Can Do It.

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'd Say We [apple Inc.] Are The Most Creative Of The Technology Companies And Definitely The Most Artist-friendly. Almost Everyone In The Music Business Uses A Mac And Everyone Has An Ipod.

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

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. If I Had Never Dropped Out, I Would Have Never Dropped In On This Calligraphy Class, And Personal Computers Might Not Have The Wonderful Typography That They Do. Of Course It Was Impossible To Connect The Dots Looking Forward When I Was In College. But It Was Very, Very Clear Looking Backward 10 Years Later.

Stanford University

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.

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.

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.

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.

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.

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.

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Mary Catherine Bateson

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