If you haven't found it yet, keep looking.
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.
Don't be trapped by dogma — which is living with the results of other people's thinking.
Have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.
Focus and simplicity...once you get there, you can move mountains.
Death is very likely the single best invention of life.
What a computer is to me is the most remarkable tool that we have ever come up with. It's the equivalent of a bicycle for our minds.
Remembering that I’ll be dead soon is the most important tool I’ve ever encountered to help make the big choices in life. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose.
Right now the new is you, but someday not too long from now, you will gradually become the old and be cleared away. Sorry to be so dramatic, but it is quite true.
It's more fun to be a pirate than to join the Navy.
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.
You have to trust in something--your gut, destiny, life, karma, whatever.
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.
For the past 33 years, 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.
We made the buttons on the screen look so good you'll want to lick them.
For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through.
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 as it should be, because 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.
Sometimes life hits you in the head with a brick. Don't lose faith.
Design is not just what it looks like and feels like. Design is how it works.
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.
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.
Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.
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.
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.
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. Because 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.
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