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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.

-Steve Jobs

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Somebody Once Told Me,

Steve Jobs

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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.

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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.

An Ipod, A Phone, An Internet Mobile Communicator... These Are Not Three Separate Devices! And We Are Calling It Iphone! Today Apple Is Going To Reinvent The Phone. And Here It Is.

Design Is The Fundamental Soul Of A Human-made Creation That Ends Up Expressing Itself In Successive Outer Layers Of The Product Or Service.

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

[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.

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

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.

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.

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

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

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

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.

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

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

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.

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.

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.

We Had Nothing To Lose And Everything To Gain.

Nothing To Lose

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

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.

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

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.

And 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're Always Thinking About New Markets We Could Enter, But It's Only By Saying No That You Can Concentrate On The Things That Are Really Important.

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

It Places Value On Experience Versus Intellectual Understanding. I Saw A Lot Of People Contemplating Things But It Didn't Seem To Lead To Too Many Places. I Got Very Interested In People Who Had Discovered Something More Significant Than An Intellectual, Abstract Understanding.

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.

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

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.

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

It 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 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.

Focusing Is About Saying No.

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

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.

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.

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

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

School Was Pretty Hard For Me At The Beginning.

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

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

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

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.

It's Hard To Tell With These Internet Startups If They're Really Interested In Building Companies Or If They're Just Interested In The Money. I Can Tell You, Though: If They Don't Really Want To Build A Company, They Won't Luck Into It. That's Because It's So Hard That If You Don't Have A Passion, You'll Give Up.

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.

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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.

You've Got To Find What You Love.

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

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.

Don't Be Afraid, You Can Do It.

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 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.

We Just Wanted To Build The Best Thing We Could Build

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.

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.

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

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

When I Went To School, It Was Right After The '60s And Before This General Wave Of Practical Purposefulness Had Set In.... The Idealistic Wind Of The '60s Was Still At Our Backs, Though, And Most Of The People I Know Who Are My Age Have That Engrained In Them Forever.

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

I Think The Macintosh Was Created By A Group Of People Who Felt That Ah There Wasn't A Strict Vision Between Sort Of Science And Art.

For You To Sleep Well At Night, The Aesthetic, The Quality, Has To Be Carried All The Way Through.

Pursue Your Dreams And See The Opportunities In Life's Setbacks.

Love What You Do...don't Settle

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

We've Had One Of These Before, When The Dot-com Bubble Burst. What I Told Our Company Was That We Were Just Going To Invest Our Way Through The Downturn, That We Weren't Going To Lay Off People, That We'd Taken A Tremendous Amount Of Effort To Get Them Into Apple In The First Place; The Last Thing We Were Going To Do Is Lay Them Off.

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

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

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

Probably Death Is The Best Invention Of Life.

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

Combine Science And Humanities.

Creativity Comes From Spontaneous Meetings, From Random Discussions.

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

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.

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

Listen To Me. We're Here To Make A Dent In The Universe. Otherwise Why Even Be Here?

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.

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

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

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

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

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.

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.

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. And, Like Any Great Relationship, It Just Gets Better And Better As The Years Roll On.

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.

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.

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.

A Brand Is Simply Trust.

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.

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

Do You Want To Sell Sugar Water All Your Life, Or Do You Want To Come With Me And Change The World?

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.

‎experts Are Clueless.

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.

Do Your Best At Every Job. Don't Sleep! Success Generates More Success So Be Hungry For It. Hire Good People With A Passion For Excellence.

Oh Wow. Oh Wow. Oh Wow.

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.

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.

I Think If You Do Something And It Turns Out Pretty Good, Then You Should Go Do Something Else Wonderful, Not Dwell On It For Too Long. Just Figure Out What's Next.

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.

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

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.

What This Means Is That People Are Seeing A Stable Business, Which Is Good, And A Business That Is In Control, Which Is Also Good.

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

Asking Questions

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.

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.

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.

The People Who Are Crazy Enough To Think They Can Change The World Are The Ones Who Do.

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.

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.

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.

The Unions Are The Worst Thing That Ever Happened To Education Because It's Not A Meritocracy. It Turns Into A Bureaucracy, Which Is Exactly What Has Happened. The Teachers Can't Teach And Administrators Run The Place And Nobody Can Be Fired. It's Terrible.

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

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

The Most Precious Resource We Have Is Time.

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

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

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

Loving What You Do

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

I Thought Deeply About This. I Ended Up Concluding That The Worst Thing That Could Possibly Happen As We Get Big And As We Get A Little More Influence In The World Is If We Change Our Core Values And Start Letting It Slide, I Can't Do That. I'd Rather Quit.

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

Electronics Was Something I Could Always Fall Back On When I Needed Food On The Table.

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.

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.

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

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.

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.

I Think The Artistry Is In Having An Insight Into What One Sees Around Them. Generally Putting Things Together In A Way No One Else Has Before And Finding A Way To Express That To Other People Who Don't Have That Insight.

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.

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

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.

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.

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.

Management Is About Persuading People To Do Things They Do Not Want To Do, While Leadership Is About Inspiring People To Do Things They Never Thought They Could.

You Need To Have A Collaborative Hiring Process.

You Can Tell A Lot About A Person By Who His Or Her Heroes Are.

Forget Everything

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.

You Know We're Constantly Taking. We Don't Make Most Of The Food We Eat, We Don't Grow It, Anyway. We Wear Clothes Other People Make, We Speak A Language Other People Developed, We Use A Mathematics Other People Evolved And Spent Their Lives Building. I Mean We're Constantly Taking Things. It's A Wonderful Ecstatic Feeling To Create Something And Put It Into The Pool Of Human Experience And Knowledge.

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.

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.

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

I'd Rather Be A Pirate Than Join The Navy

Don't Be Evil Is A Load Of Crap.

I Want To Put A Ding In The Universe.

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.

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

You're Missing It. This Is Not A One-man Show. What's Reinvigorating This Company Is Two Things: One, There's A Lot Of Really Talented People In This Company Who Listened To The World Tell Them They Were Losers For A Couple Of Years, And Some Of Them Were On The Verge Of Starting To Believe It Themselves. But They're Not Losers. What They Didn't Have Was A Good Set Of Coaches, A Good Plan. A Good Senior Management Team. But They Have That Now.

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

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

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

I Know That Living With Me Was Not A Bowl Of Cherries.

I Hate The Way People Use Powerpoints Instead Of Thinking

Have The Courage To Follow Your Heart And Intuition.

Stanford University

Older People Sit Down And Ask, 'what Is It?' But The Boy Asks, 'what Can I Do With It?'.

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

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.

You've Got To Find What You Love. And That Is As True For Your Work As It Is For Your Lovers.

Stanford University

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

Loyal Customers

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

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

I 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.

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

Great Art Stretches The Taste, It Doesn't Follow Tastes.

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.

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

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

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.

Every Good Product I've Ever Seen Is Because A Group Of People Cared Deeply About Making Something Wonderful That They And Their Friends Wanted. They Wanted To Use It Themselves.

When You're Young, You Look At Television And Think, There's A Conspiracy. The Networks Have Conspired To Dumb Us Down. But When You Get A Little Older, You Realize That's Not True. The Networks Are In Business To Give People Exactly What They Want.

Breakthrough Is How To Distinguish A Leader And Who Followed

Why Join The Navy If You Can Be A Pirate?

In Most Cases, Strengths And Weaknesses Are Two Sides Of The Same Coin. A Strength In One Situation Is A Weakness In Another, Yet Often The Person Can't Switch Gears. It's A Very Subtle Thing To Talk About Strengths And Weaknesses Because Almost Always They're The Same Thing.

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.

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.

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

People Don't Know What They Want Until You Show It To Them. That's Why I Never Rely On Marketing Research. Our Task Is To Read Things That Are Not Yet On The Page.

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

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.

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.

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.

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 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.

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.

Stanford University

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

We Don't Settle For Anything Less Than Excellence.

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

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.

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

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.

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.

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

Being The Richest Man In The Cemetery Doesn't Matter To Me ... Going To Bed At Night Saying We've Done Something Wonderful... That's What Matters To Me.

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

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

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.

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

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.

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Richard Dreyfuss

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