TABLE OF CONTENTS. TOP STEVE JOBS QUOTES. 3. THE COMEBACK KID. 6. ON THE JOB. 8. LESSON #1: CONNECT THE DOTS. LESSON #2: DON'T. Steve Jobs's 13 Most Inspiring Quotes. Words of wisdom from the former Apple executive With a life as storied as he had, it's no wonder that Steve Jobs is. ‣Top Steve Jobs Quotes. ‣The saddest news of this week is the death of Apple co-founder and technology visionary, Steve Jobs. We might have lost the.
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And the board would have some good choices about who to pick as CEO. My job is to make the whole executive team good enough to be successors, so that's what I try to do. About 10, of them are in the stores. And my job is to work with sort of the top people, that's what I do. That doesn't mean they're all vice presidents. Some of them are just key individual contributors. 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 people, get different people together to explore different aspects of it quietly, and, you know - just explore things.
We don't hire consultants. The only consultants I've ever hired in my 10 years is one firm to analyze Gateway's retail strategy so I would not make some of the same mistakes they made [when launching Apple's retail stores]. But we never hire consultants, per se. We just want to make great products. Because this is our life. Life is brief, and then you die, you know?
So this is what we've chosen to do with our life. We could be sitting in a monastery somewhere in Japan. It's not about money. It's about the people you have, how you're led, and how much you get it. Much harder. I do it because that's my job. But when I look at people when this happens, I also think of them as being 5 years old. And I think that person could be me coming home to tell my wife and kids that I just got laid off.
Or that could be one of my kids in 20 years. I never took it so personally before. Life is short, and we're all going to die really soon. It's true, you know. You go to your computer when you want to turn your brain on. Those are not the same. He really wanted to make it into a Porsche. He spent all his spare money and time accessorizing this VW, making it look and sound loud. By the time he was done, he did not have a Porsche.
He had a loud, ugly VW. Of course, building a very strong company and a foundation of talent and culture is essential over the long run to keep making great products. On the other hand, to me, the company is one of humanity's most amazing inventions. It's totally abstract. Sure, you have to build something with bricks and mortar to put the people in, but basically a company is this abstract construct we've invented, and it's incredibly powerful.
I'm old enough to have been able to know these guys. I met Andy Grove when I was I called him and told him I'd heard he was really good at operations and asked if I could take him out to lunch. I did that with others too.
These guys were all company builders, and the gestalt of Silicon Valley at that time made a big impression on me. There are people around here who start companies just to make money, but the great companies, well, that's not what they're about.
I just get up in the morning and it's a new day. Somebody told me when I was 17 to live each day as if it were my last, and that one day I'd be right. I am at a stage where I don't have to do things just to get by. But then I've always been that way because I've never really cared about money that much. I guess what I'm trying to say is that I feel the same way now as I felt when I was If they keep on risking failure, they're still artists.
Dylan and Picasso were always risking failure. This Apple thing is that way for me. I don't want to fail, of course. But even though I didn't know how bad things really were, I still had a lot to think about before I said yes.
I had to consider the implications for Pixar, for my family, for my reputation. I decided that I didn't really care, because this is what I want to do.
If I try my best and fail, well, I tried my best. What makes you become conservative is realizing that you have something to lose. Remember The Whole Earth Catalog?
The last edition had a photo on the back cover of a remote country road you might find yourself on while hitchhiking up to Oregon. It was a beautiful shot, and it had a caption that really grabbed me. It said: 'Stay hungry. Stay foolish. It's wisdom. If you're inspiring to other people, it makes an impression on them. For example, I hear people at Disney talking about what it was like to work with Walt.
They loved him. I know that people at Pixar are going to talk about their days with John Lasseter in the same way.
Who knows? Maybe someday somebody will feel that way about working with me. I have no idea. What you really regret was never asking that girl to dance. In business, if I knew earlier what I know now, I'd have probably done some things a lot better than I did, but I also would've probably done some other things a lot worse.
But so what? It's more important to be engaged in the present. He had cancer, you know. In this book he was describing one of his last operations before he died.
The doctor said to him, 'Look, Richard, I'm not sure you're going to make it. Do you know why? Feynmann said, 'I want to feel what it's like to turn off. They won't ask for things that they think are impossible. But the technology may be ahead of them. If you happen to mention something, they'll say, 'Of course, I'll take that. Do you mean I can have that, too? But they rarely wind up getting what they really want that way.
Magazine, 1 Apr Creativity You're asking, where does aesthetic judgment come from? With many things --high-performance automobiles, for example-- the aesthetic comes right from the function, and I suppose electronics is no different. But I've also found that the best companies pay attention to aesthetics. They take the extra time to lay out grids and proportion things appropriately, and it seems to pay off for them. I mean, beyond the functional benefits, the aesthetic communicates something about how they think of themselves, their sense of discipline in engineering, how they run their company, stuff like that.
Magazine, 1 Apr Creativity Management about his employees If they are working in an environment where excellence is expected, then they will do excellent work without anything but self-motivation. I'm talking about an environment in which excellence is noticed and respected and is in the culture. If you have that, you don't have to tell people to do excellent work.
They understand it from their surroundings. Magazine, 1 Apr Management The culture at NeXT definitely rewards independent thought, and we often have constructive disagreements--at all levels. It doesn't take a new person long to see that people feel fine about openly disagreeing with me. That doesn't mean I can't disagree with them, but it does mean that the best ideas win. Our attitude is that we want the best.
Don't get hung up on who owns the idea. Pick the best one, and let's go. Magazine, 1 Apr Management Somebody once told me, 'Manage the top line, and the bottom line will follow. The best example of all and one of the greatest jobs of marketing that the universe has ever seen, is Nike. Remember, Nike sells a commodity. They sell shoes. And yet, when you think of Nike, you feel something different than a shoe company. What does Nike do in their advertising?
They honor great athletes, and they honor great athletics. More important than building a product, we are in the process of architecting a company that will hopefully be much more incredible, the total will be much more incredible than the sum of its parts. Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?
My dream is that every person in the world will have their own Apple computer. None of the really bright people I knew in college went into politics.
All of them are in business now, which is funny, because they were the same people who trekked off to India or who tried in one way or another to find some sort of truth about life. Our goal is to make the best personal computers in the world.
We have a major opportunity to influence where Apple is going. As every day passes, the work fifty people are doing here is going to send a giant ripple through the universe. I am really impressed with the quality of our ripple. Someone who really wants to get a little over his head and make a little dent in the universe.
What I do all day, is meet with teams of people, and work on ideas, and solve problems, to make new products, to make new marketing programs, whatever it is. What they need is a common vision. 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. About 10, of them are in the stores.
Some of them are just key individual contributors. 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 people, get different people together to explore different aspects of it quietly, and, you know — just explore things.
My job is to create a space for them. 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 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. My job is not to be easy on people. My job is to make them better. My job is to pull things together from different parts of the company and clear the ways and get the resources for the key projects. And to take these great people we have and to push them and make them even better, coming up with more aggressive visions of how it could be.
On why he is brutal to most colleagues: And that keeps the B players, the bozos, from larding the organization, only the A players survive. On meetings: I want to see what people are like under pressure. If they fall in love with Apple, everything else will take care of itself. We hire people who want to make the best things in the world. They work nights and weekends, sometimes not seeing their families for a while.
Sometimes people work through Christmas to make sure the tooling is just right at some factory in some corner of the world so our product comes out the best it can be.
People care so much, and it shows. They have to be really smart. But the real issue for me is, are they going to fall in love with Apple? All we are is our ideas or people. The secret of my success is that we have gone to exceptional lengths to hire the best people in the world. We do it ourselves and we spend a lot of time at it.
So I take it very seriously. How do I feel about this person? Why are they here? I ask everybody that: And everything else will take care of itself. But nonetheless it has to be done and it is never fun. Many times in an interview I will purposely upset someone: That really turned out to be a bozo product. Why did you work on that? I want to see if they just fold or if they have firm conviction, belief, and pride in what they did.
You should never start a company with the goal of getting rich. Your goal should be making something you believe in and making a company that will last. It will just ruin their lives.
And if you die without kids, it will all go to the Government. Almost everyone would think that he could invest the money back into humanity in a much more astute way than the Government could. The challenges are to figure out how to live with it and to reinvest it back into the world, which means either giving it away or using it to express your concerns or values.
It was giant! I mean, it was phenomenal! This year, it will be a billion and a half. The neatest thing was, by , I was able to walk into classrooms that had 15 Apple computers and see the kids using them. And those are the kinds of things that are really the milestones. None of those people care about the money. It was the chance to actually try something, to fail, to succeed, to grow. To me, marketing is about values.
And we not gonna get a chance to get people to remember much about us. No company is. So we have to be really clear on what we want them to know about us.
The only chance we have of communicating is with a feeling. You saw the commercial. This is now the way we want computers to go. This is not the legacy we want to leave. This is not what we want our kids to be learning. This is wrong and we are going to show you the right way to do it and here it is. Rand Fishkin. Fact 1: Humans are tool builders. We create things to amplify ourselves.
What a computer is to me is the most remarkable tool that we have ever come up with. We think basically you watch television to turn your brain off, and you work on your computer when you want to turn your brain on. I think everybody in this country should learn how to program a computer, should learn a computer language because it teaches you how to think. Talking about bicycles: Human are tool builders, and we build tools that can dramatically amplify our innate human abilities.
We actually ran an ad like this early at Apple that the personal computer is the bicycle of the mind and I believe that with every bone in my body that all the inventions of humans, the computer is going to rank near, if not at the top, as history unfolds and we look back.
It is the most awesome tool that we ever invented the computer. And I feel incredibly lucky to be at exactly the right place in Silicon Valley, at exactly the right time historically where this invention has taken form. It can be a writing tool, a communications center, a super calculator, a planner, a filer and an artistic instrument all in one, just by being given new instructions, or software, to work from.
There are no other tools that have the power and versatility of a computer. Right now, computers make our lives easier. They do work for us in fractions of a second that would take us hours. They increase the quality of life, some of that by simply automating drudgery and some of that by broadening our possibilities. These technologies can make life easier, can let us touch people we might not otherwise.
You may have a child with a birth defect and be able to get in touch with other parents and support groups, get medical information, the latest experimental drugs. These things can profoundly influence life. There are downsides to everything; there are unintended consequences to everything.
On how will the Web impact our society: People are thinking less than they used to. No matter how much information the Web can dish out, most people get far more information than they can assimilate anyway. But the next thing is going to be computer as guide or agent.
Maybe he knew how addictive these technologies were. One of the things that made Apple great was that, in the early days, it was built from the heart.
The roots of Apple were to build computers for people, not for corporations. I want to make a phone that people love. Think about it. What are the great brands? Most people would put Apple in that category. You could spend billions of dollars building a brand not as good as Apple. What is Apple, after all? Hardware, software, developer relations, marketing.
Every once in a while, a revolutionary product comes along that changes everything. 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. We designed iMac to deliver the things consumers care about most: Talking about the iPod Nano: The doing is more concrete. But usually when you dig a little deeper, you find that the people that really did it were also the people that really worked through the hard intellectual problems as well.
I discovered that the best innovation is sometimes the company, the way you organize a company. The whole notion of how you build a company is fascinating. Leonardo [da Vinci] was the artist but he also mixed all his own paints. He also was a fairly good chemist. He knew about pigments, knew about human anatomy. And combining all of those skills together , the art and the science, the thinking and the doing, was what resulted in the exceptional result.
When companies get bigger they try to replicate their success. But they assume their magic came from process. Actually, making an insanely great product has a lot to do with the process of making the product, how you learn things and adopt new ideas and throw out old ideas. People get stuck as they get older. Our minds are sort of electrochemical computers. 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. You always have to keep pushing to innovate.
He had to move on, and when he did, by going electric in , he alienated a lot of people. His Europe tour was his greatest. The Beatles were the same way. They kept evolving, moving, refining their art. Innovation distinguishes between a leader and a follower. The people who go to see our movies are trusting us with something very important — their time and their imagination.
So in order to respect that trust, we have to keep changing; we have to challenge ourselves and try to surprise our audiences with something new every time. Innovation comes from people meeting up in the hallways or calling each other at My philosophy is that everything starts with a great product. So you have to listen very carefully.
But then you have to go and sort of stow away — you have to go hide away with people that really understand the technology, but also really care about the customers, and dream up this next breakthrough. Sometimes when you innovate, you make mistakes. It is best to admit them quickly and get on with improving your other innovations. Apple is built on refugees from other companies. These are the extremely bright individual contributors who were troublemakers at other companies.
The people who made Mac are sort of on the edge. On if he is a nerd or a hippie: All the people that I worked with were clearly in that category too. I think the artistry is in having an insight into what one sees around them. I never made one of my discoveries through the process of rational thinking. Albert Einstein.
Whenever you find yourself on the side of the majority, it is time to reform or pause and reflect. Mark Twain. It seemed obvious to them after a while. The way to ratchet up our species is to get better things to more people -products with spirit and creativity. They worked with computers because they are the medium that is best capable of transmitting some feeling that you have, that you want to share with other people. What I do see is a small group of people who are artists and care more about their art than they do about almost anything else.
Look at the way artists work. Now, yes, we have a few workaholics here who are trying to escape other things, of course. But the majority of people out here have made very conscious decisions; they really have. One of my role models is Bob Dylan. As I grew up, I learned the lyrics to all his songs and watched him never stand still. If you look at the artists, if they get really good, it always occurs to them at some point that they can do this one thing for the rest of their lives, and they can be really successful to the outside world but not really be successful to themselves.
I have to go. Maybe later they re-emerge a little differently. Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service. To design something really well , you have to get it.
It takes a passionate commitment to really thoroughly understand something, chew it up, not just quickly swallow it. 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.
It was the original vision for Apple. For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through.
We will make them bright and pure and honest about being high-tech, rather than a heavy industrial look of black, black, black, black, like Sony. We ended up talking a lot about design, but also about the values of our family. Did we care most about getting our wash done in an hour versus an hour and a half? Or did we care most about our clothes feeling really soft and lasting longer?
Did we care about using a quarter of the water? We spent two weeks talking about this every night at the dinner table. And the talk was about design. Design is how it works. With many things: They take the extra time to lay out grids and proportion things appropriately, and it seems to pay off for them. I mean, beyond the functional benefits, the aesthetic communicates something about how they think of themselves, their sense of discipline in engineering, how they run their company, stuff like that.
The products suck! Designing a product is keeping five thousand things in your brain, these concepts and fitting them all together in kind of continuing to push to fit them together in new and different ways to get what you want. Every day you discover something new that is a new problem or a new opportunity to fit these things together a little differently.
I have always found Buddhism — Japanese Zen Buddhism in particular — to be aesthetically sublime. Look at the Mercedes design, the proportion of sharp detail to flowing lines.
Over the years, they have made the design softer but the details starker. Take desktop video editing. I never got one request from someone who wanted to edit movies on his computer. We will fit them in a small package, and then we can make them beautiful and white, just like Braun does with its electronics.
On making simple designs: We all have busy lives, we have jobs, we have interests, and some of us have children. Tony Hsieh. The single most important thing is to make people happy. If you are making people happy, as a side effect, they will be happy to open up their wallets and pay you.
Besides Dylan, I was interested in Eastern mysticism, which hit the shores at about the same time. I started to listen to music a whole lot and I started to read more outside of just science and technology, Shakespeare, Plato. Apple is about something more than that, Apple, at the core, its core value, is that we believe that people with passion can change the world for the better. Ultimately, it comes down to taste.
Picasso had a saying: 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. On why he made everybody sign the Mac cases: Because the people that worked on it consider themselves and I certainly consider them artists.
How do you know the direction to head with products? It boils down to taste. Emerge yourself with the best ideas from the humanities. And integrate them. Pull interests from diverse areas. A lot of people that would have been artists and scientists have gone into this field to express their feeling and so it seemed like the right thing to do.
The finest dozen computer scientists I know are all musicians. The key thing that comes true is that they had a variety of experiences which they could draw upon, in order to try to solve a problem or to attack a particular dilemma in a kind of unique way.
Some are better than others, but they all consider that an important part of their life.
People bring these things together a lot. Anyway, one of our biggest challenges, and the one I think John Sculley and I should be judged on in five to ten years, is making Apple an incredibly great 10 or 20 billion-dollar company. On Dr. Edwin Land: 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. You need a very product-oriented culture, even in a technology company. Lots of companies have tons of great engineers and smart people.
But ultimately, there needs to be some gravitational force that pulls it all together.
Otherwise, you can get great pieces of technology all floating around the universe. We did iTunes because we all love music. We made what we thought was the best jukebox in iTunes.
Then we all wanted to carry our whole music libraries around with us. The team worked really hard. And the reason that they worked so hard is because we all wanted one.
I mean, the first few hundred customers were us. What are we, anyway? Most of what we think we are is just a collection of likes and dislikes, habits, patterns. At the core of what we are is our values, and what decisions and actions we make reflect those values.
More art quotes , music quotes. The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life. Much of what I stumbled into by following my curiosity and intuition turned out to be priceless later on. 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.
Reed College at that time offered perhaps the best calligraphy instruction in the country… I decided to take a calligraphy class to learn how to do this. None of this had even a hope of any practical application in my life.
But ten years later, when we were designing the first Macintosh computer, it all came back to me. We wanted to more richly experience why were we were alive, not just make a better life, and so people went in search of things. We were going in search of something deeper. Between my sophomore and junior years, I got stoned for the first time; I discovered Shakespeare, Dylan Thomas, and all that classic stuff.
I read Moby Dick and went back as a junior taking creative-writing classes. You could get LSD fresh made from Stanford. You could sleep on the beach at night with your girlfriend.
California has a sense of experimentation and a sense of openness — openness to new possibilities. I consider it part of my education. I used to think that technology could help education. No amount of technology will make a dent. The most important thing is a person. A person who incites and feeds your curiosity; and machines cannot do that in the same way that people can.
One of the saints in my life is this woman named Imogene Hill, who was a fourth-grade teacher who taught this advanced class. She got hip to my whole situation in about a month and kindled a passion in me for learning things. I learned more that year than I think I learned in any year in school.