By Honoring The Lives Of Those We

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.

The Desktop Computer Industry Is Dead. Innovation Has Virtually Ceased. Microsoft Dominates With Very Little Innovation. That's Over. Apple Lost. The Desktop Market Has Entered The Dark Ages, And It's Going To Be In The Dark Ages For The Next 10 Years, Or Certainly For The Rest Of This Decade.

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.

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 ... But Innovation Comes From People Meeting Up In The Hallways Or Calling Each Other At 10:30 At Night With A New Idea, Or Because They Realized Something That Shoots Holes In How We've Been Thinking About A Problem. It's Ad Hoc Meetings Of Six People Called By Someone Who Thinks He Has Figured Out The Coolest New Thing Ever And Who Wants To Know What Other People Think Of His Idea.

Taking Lsd Was A Profound Experience, One Of The Most Important Things In My Life. Lsd Shows You That There’s Another Side To The Coin, And You Can’t Remember It When It Wears Off, But You Know It. It Reinforced My Sense Of What Was Important—creating Great Things Instead Of Making Money, Putting Things Back Into The Stream Of History And Of Human Consciousness As Much As I Could.