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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.

-Steve Jobs

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We've Had One Of

Steve Jobs

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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.

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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.

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

I Want To Put A Ding In The Universe.

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

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My Passion Has Been To Build An Enduring Company Where People Were Motivated To Make Great Products. Everything Else Was Secondary. Sure, It Was Great To Make A Profit, Because That Was What Allowed You To Make Great Products. But The Products, Not The Profits Were The Motivation.

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

We Don't Settle For Anything Less Than Excellence.

If You Don't Cannibalize Yourself, Someone Else Will.

Stay Hungry, Stay Foolish.

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

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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.

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

Why Join The Navy If You Can Be A Pirate?

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I Mean, Some People Say, 'oh, God, If [jobs] Got Run Over By A Bus, Apple Would Be In Trouble.' And, You Know, I Think It Wouldn't Be A Party, But There Are Really Capable People At Apple. My Job Is To Make The Whole Executive Team Good Enough To Be Successors, So That's What I Try To Do.

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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.

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

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.

Combine Science And Humanities.

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

Entrepreneurship

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.

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.

Probably Death Is The Best Invention Of Life.

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.

Overnight Success Stories Take A Long Time.

As Regis Mckenna Once Said, The Best Marketing Is Education

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