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.
Steve Jobs
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. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.
Steve Jobs
Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.
Steve Jobs
Design is not just what it looks like and feels like. Design is how it works.
Steve Jobs
Here's to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the the ones who see things differently -- they're not fond You can quote them, disagree with them, glorify or vilify them, but the only thing you can't do is ignore them because they 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.
Steve Jobs
I think we're having fun. I think our customers really like our products. And we're always trying to do better.
Steve Jobs
In most people's vocabularies, design means veneer. It's interior decorating. It's the fabric of the curtains of the sofa. But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a human-made creation that ends up expressing itself in successive outer layers of the product or service.
Steve Jobs
Innovation distinguishes between a leader and a follower.
Steve Jobs
So we went to Atari and said, 'Hey, we've got this amazing thing, even built with some of your parts, and what do you think about funding us? Or we'll give it to you. We just want to do it. Pay our salary, we'll come work for you.' And they said, 'No.' So then we went to Hewlett-Packard, and they said, 'Hey, we don't need you. You haven't got through college yet.'
Steve Jobs
Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.
ignore the waste behind youSteve Jobs
The people who are doing the work are the moving force behind the Macintosh. My job is to create a space for them, to clear out the rest of the organization and keep it at bay.
Steve Jobs
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.
Steve Jobs
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 other's opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.
Steve Jobs
I'm the only person I know that's lost a quarter of a billion dollars in It's very character-building.
Steve Jobs, Apple Confidential 2.0
I'm as proud of what we don't do as I am of what we do.
Steve Jobs, Business Week
Quality is more important than quantity. One home run is much better than two doubles.
Steve Jobs, Business Week
I've always wanted to own and control the primary technology in everything we do.
Steve Jobs, BusinessWeek Online, Oct. 12, 2004
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.
Steve Jobs, BusinessWeek Online, Oct. 12, 2004
It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.
Steve Jobs, BusinessWeek, May 25 1998
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.
Steve Jobs, Fortune, Nov. 9, 1998
Insanely Great!
Steve Jobs, His description for the Macintosh Computer
I'm convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance.
Steve Jobs, Interview, 1995
It's better to be a pirate than to join the Navy.
Steve Jobs, Odyssey: Pepsi to Apple
It's rare that you see an artist in his 30s or 40s able to really contribute something amazing. Steve Jobs, Playboy, February 1985
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.
Steve Jobs, Playboy, September 1987
Almost everything: all external expectations, all pride all fear of embarrassment or failure. These tings just fall away in the face of death, leaving only what is truly important. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose.
Steve Jobs, Stanford Commencement Adress, 2005
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 how it should be, because death is very likely the single best invention of life. It's life's change agent. It clears out the old to make way for the new.
Steve Jobs, Stanford Commencement Adress, 2005
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.
Steve Jobs, Stanford Commencement Adress, 2005
Sometimes life is going to hit you in the head with a brick. Don't lose faith.
Steve Jobs, Stanford Commencement Adress, 2005
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. Because believing that the dots will connect down the road will give you the confidence to follow your heart, even when it leads you off the well worn path.

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