“Stay hungry. Stay foolish.”
— Steve Jobs
“The people who are crazy enough to think they can change the world are the ones who do.”
“Think Different.”
“Your time is limited, so don’t waste it living someone else’s life.”
“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.”
“Focusing is about saying No.”
“Innovation is the only way to win.”
“The journey is the reward.”
“Why join the navy if you can be a pirate?”
“Don’t let the noise of others’ opinions drown out your own inner voice.”
“Deciding what not to do is as important as deciding what to do.”
“Let’s go invent tomorrow instead of worrying about what happened yesterday.”
“Creativity is just connecting things.”
“Follow your heart and your intuition. They somehow already know what you truly want to become. Everything else is secondary.”
“Design is not just what it looks like and feels like. Design is how it works.”
“If you live each day as it was your last, someday you'll most certainly be right.”
“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.”
“Details matter, it’s worth waiting to get it right.”
“Have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.”
“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.”
“A lot of times, people don’t know what they want until you show it to them.”
“Real artists ship.”
“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.”
“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.”
“Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected.”
“Things don’t have to change the world to be important.”
“Learn continually. There’s always “one more thing” to learn.”
“Innovation is not about saying yes to everything. It’s about saying no to all but the most crucial features.”
“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.”
“What we are doing here is going to send a giant ripple through 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.”
“To go forward you have to leave something behind.”
“I have looked in the mirror every morning and asked myself: “If today were the last day of my life, would I want to do what I am about to do today?” And whenever the answer has been “No” for too many days in a row, I know I need to change something.”
“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.”
“That’s been one of my mantras – focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”
“Innovation is the ability to see change as an opportunity – not a threat.”
“I’ve been rejected, but I am still in love.”
“I’m convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance.”
“If you don’t have a passion, you’ll give up.”
“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.”
“Have the courage to follow your heart and intuition.”
“Each dream you leave behind is a part of your future that will no longer exist.”
“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.”
“Never settle for average.”
“A brand is simply trust.”
“You’ve got to find what you love.”
“The heaviness of being successful was replaced by the lightness of being a beginner again.”
“Whatever you do, you must never let the voice in your head control the brain in your heart.”
“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 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.”
“Listen to me. We’re here to make a dent in the universe. Otherwise why even be here?”
“We don’t settle for anything less than excellence.”
“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.”
“My favorite things in life don’t cost any money. It’s really clear that the most precious resource we all have is time.”
“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.”
“Sometimes life hits you in the head with a brick. Don’t lose faith.”
“Click. Boom. Amazing!”
“Everybody in this country should learn how to program a computer, because it teaches you how to think.”
“Great art stretches the taste, it doesn’t follow tastes.”
“You’ve got to start with the customer experience and work backwards to the technology. You can’t start with the technology and try to figure out where you’re going to sell it.”
“Life can be much broader. You can embrace it, change it, improve it, make your mark upon it.”
“We’re not going to be the first to this party, but we’re going to be the best.”
“Your customers dream of a happier and better life. Don’t move products. Instead, enrich lives.”
“Manage the top line: your strategy, your people, and your products, and the bottom line will follow.”
“The customer is the final inspector.”
“I hate it when people call themselves ‘entrepreneurs’ when what they’re really trying to do is launch a startup and then sell of go public, so they can cash in and move on. They’re unwilling to do the work it takes to build a real company, which is the hardest work in business.”
“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.”
“And we’ve all chosen to do this with our lives. So it better be damn good. It better be worth it.”
“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.”
“Don’t be evil is a load of crap.”
“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.”
“I would rather gamble on our vision than make a ‘me, too’ product.”
“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.”
“I end up not buying a lot of things, because I find them ridiculous.”
“I’m not dismissing the value of higher education; I’m simply saying it comes at the expense of experience.”
“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.”
“I think the biggest innovations of the 21st century will be at the intersection of biology and technology. A new era is beginning.”
“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.”
“I know that living with me was not a bowl of cherries.”
“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.”
“Companies must have a noble cause, and it’s the leaders job to transform that noble cause into such an inspiring vision, that it will attract the most talented people in the world to want to join it.”
“People need to have the incentive that if they invest and succeed, they can make a fair profit. Otherwise they’ll stop investing.”
“Every once in a while, a revolutionary product comes along that changes everything.”
“You need to have a collaborative hiring process.”
“The lunatics have taken over the asylum and we can do anything we want.”
“Make it like a sunflower.”
“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.”
“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.”
“Most people have no concept of how an automatic transmission works, yet they know how to drive a car. You don’t have to study physics to understand the laws of motion to drive a car. You don’t have to understand any of this stuff to use Macintosh.”
“A lot of people think big business in America is a bad thing. I think it’s a really good thing. Most people in business are ethical, hard-working, good people. And it’s a meritocracy.”
“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.”
“My job is to make the whole executive team good enough to be successors, so that’s what I try to do.”
“When you have feelings like sadness or anger about your cancer or your plight, to mask them is to lead an artificial life.”
“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.”
“Taking LSD was a profound experience, one of the most important things in my life.”
“The iPod is not a new category. Music is not new. It’s not a speculative market. It’s a very, very large market. It’s been around for thousands of years and will be around as long as humans exist.”
“We’ve gone through the operating system and looked at everything and asked how can we simplify this and make it more powerful at the same time.”
“No one is going to buy a big phone.”
“Every once in a while a revolutionary product comes along that changes everything. It’s very fortunate if you can work on just one of these in your career. Apple’s been very fortunate in that it’s introduced a few of these.”
“I buy everything from CostCo. It’s great; they’ve got everything I need.”
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