“1. Steve Jobs Said: 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.
“2. Steve Jobs Said: 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.
“3. Steve Jobs Said: Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.
“4. Steve Jobs Said: Design is not just what it looks like and feels like. Design is how it works.
“5. Steve Jobs Said: 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.
“6. Steve Jobs Said: I think we're having fun. I think our customers really like our products. And we're always trying to do better.
“7. Steve Jobs Said: 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.
“8. Steve Jobs Said: Innovation distinguishes between a leader and a follower
“9. Steve Jobs Said: 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.'
“10. Steve Jobs Said: Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.
“11. Steve Jobs Said: 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.
“12. Steve Jobs Said: 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.
“13. Steve Jobs Said: 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.
“14. Steve Jobs Said: I'm the only person I know that's lost a quarter of a billion dollars in one year.... It's very character-building.
Apple Confidential 2.0
“15. Steve Jobs Said: I'm as proud of what we don't do as I am of what we do.
“15. Steve Jobs Said: Quality is more important than quantity. One home run is much better than two doubles.
“15. Steve Jobs Said: I've always wanted to own and control the primary technology in everything we do.
Business Week Online, Oct. 12, 2004
“15. Steve Jobs Said: 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.
Business Week Online, Oct. 12, 2004
“16. Steve Jobs Said: 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.
Business Week, May 25 1998
“17. Steve Jobs Said: 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.
Fortune, Nov. 9, 1998
“18. Steve Jobs Said: Insanely Great!
His description for the Macintosh Computer
“19. Steve Jobs Said: I'm convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance.
“20. Steve Jobs Said: It's better to be a pirate than to join the Navy.
Odyssey: Pepsi to Apple
“21. Steve Jobs Said: It's rare that you see an artist in his 30s or 40s able to really contribute something amazing.
Playboy, February 1985
“22. Steve Jobs Said: 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.
Playboy September 1987
“23. Steve Jobs Said: I didn't see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. 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.
Stanford University commencement address, June 12, 2005
“24. Steve Jobs Said: Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?
The line he used to lure John Sculley as Apple's CEO