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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.

-Steve Jobs

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So [polaroid's Dr. Edwin]

Steve Jobs

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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.

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

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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.

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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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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.

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Some Mistakes Will Be Made Along The Way. That's Good. Because Some Decisions Are Being Made Along The Way. We'll Find The Mistakes. We'll Fix Them.

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We Had Nothing To Lose And Everything To Gain.

Nothing To Lose

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.

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.

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

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Make It Like A Sunflower.

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

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.

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.

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.

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

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

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

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

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

One Way To Drive Fear Out Of A Relationship Is To Realize That Your Partner's Values Are The Same As Yours, That What You Care About Is Exactly What They Care About. In My Opinion, That Drives Fear Out And Makes For A Great Partnership, Whether It's A Corporate Partnership Or A Marriage.

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.

Innovation Distinguishes A Leader From A Follower.

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

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.

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

My Philosophy Is That Everything Starts With A Great Product.

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.

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

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

You Have To Have A Lot Of Passion For What You Do... Because If You Don't, Any Rational Person Would Give Up.

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.

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.

Without Passion, Any Rational Person Would Give Up!

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.

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I'm Going To Destroy Android, Because It's A Stolen Product. I'm Willing To Go Thermonuclear War On This.

Sometimes Life Hits You In The Head With A Brick. Don't Lose Faith.

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

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.

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

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 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.

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'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.

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. That's Somewhat Understandable, Because There Are Many Moments That Are Filled With Despair And Agony, When You Have To Fire People And Cancel Things And Deal With Very Difficult Situations. That's When You Find Out Who You Are And What Your Values Are.

Difficult Situations

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.

Technology Alone Is Not Enough.

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?

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.

Focusing Is About Saying No.

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

Decisions You Make

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

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

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

People Think Focus Means Saying Yes To The Thing You've Got To Focus On. But That's Not What It Means At All. It Means Saying No To The Hundred Other Good Ideas That There Are. You Have To Pick Carefully. I'm Actually As Proud Of The Things We Haven't Done As The Things I Have Done. Innovation Is Saying No To 1,000 Things.

The Good Music Companies Do An Amazing Thing. They Have People Who Can Pick The Person That's Gonna Be Successful Out Of 5,000 Candidates. And There's Not Enough Information To Do That - It's An Intuitive Process.

I Know You Have 1000 Great Ideas For Things That Itunes Could Do. And We Have 1000 More. But Innovation Is Not About Saying "yes" To Everything. It's About Saying "no" To All But The Most Crucial Features.

Things Don't Have To Change The World To Be Important.

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

Loving What You Do

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.

The Reason We Wouldn't Make A Seven-inch Tablet Isn't Because We Don't Want To Hit A Price Point, It's Because We Don't Think You Can Make A Great Tablet With A Seven-inch Screen.

Some People Can Do One Thing Magnificently, Like Michelangelo, And Others Make Things Like Semiconductors Or Build 747 Airplanes -- That Type Of Work Requires Legions Of People. In Order To Do Things Well, That Can't Be Done By One Person, You Must Find Extraordinary People.

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

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

Don't Just Live A Life; Build One.

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.

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.

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

When I Was Young, There Was An Amazing Publication Called The Whole Earth Catalog, Which Was One Of The Bibles Of My Generation. It Was Created By A Fellow Named Stewart Brand Not Far From Here In Menlo Park, And He Brought It To Life With His Poetic Touch. This Was In The Late 1960's, Before Personal Computers And Desktop Publishing, So It Was All Made With Typewriters, Scissors, And Polaroid Cameras. It Was Sort Of Like Google In Paperback Form, 35 Years Before Google Came Along: It Was Idealistic, And Overflowing With Neat Tools And Great Notions.

Stanford University

My Model For Business Is The Beatles. They Were Four Guys Who Kept Each Other Kind Of Negative Tendencies In Check. They Balanced Each Other And The Total Was Greater Than The Sum Of The Parts. That's How I See Business: Great Things In Business Are Never Done By One Person, They're Done By A Team Of People.

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.

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.

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.

Strategy Is Figuring Out What Not To Do.

I Sat In A Garage And Invented The Future.

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

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

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.

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

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

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

The Problem Is I'm Older Now, I'm 40 Years Old, And This Stuff Doesn't Change The World. It Really Doesn't.

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.

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

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

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 World Doesn't Need Another Dell Or Compaq.

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.

The Web Is Not Going To Change The World, Certainly Not In The Next 10 Years. It's Going To Augment The World. And Once You're In This Web-augmented Space, You're Going To See That Democratization Takes Place.

That's Why I Think Death Is The Most Wonderful Invention Of Life. It Purges The System Of These Old Models That Are Obsolete. I Think That's One Of Apple's Challenges, Really. When Two Young People Walk In With The Next Thing, Are We Going To Embrace It And Say This Is Fantastic? Are You Going To Be Willing To Drop Our Models, Or Are We Going To Explain It Away? I Think We'll Do Better, Because We're Completely Aware Of It And We Make It A Priority.

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.

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

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

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.

Customers Always Want Something New

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.

What We're Doing Here Will Send A Giant Ripple Through The Universe.

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

The Journey Is The Reward

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.

We Have Never Worried About Numbers. In The Marketplace, Apple Is Trying To Focus The Spotlight On Products, Because Products Really Make A Difference. You Can't Con People In This Business. The Products Speak For Themselves.

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.

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 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!

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

The Best Innovation Is Sometimes The Company, The Way You Organize The Company

Fear Of Failure Falls Away In The Face Of Death.

Fear Of Failure

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.

My Favorite Things In Life Don't Cost Any Money. It's Really Clear That The Most Precious Resource We All Have Is Time.

I Hate The Way People Use Powerpoints Instead Of Thinking

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