Making An Enduring Company Was Both Harder

We Hire People Who Want To Make The Best Things In The World.

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.

The Design Of The Mac Wasn't What It Looked Like, Although That Was Part Of It. Primarily, It Was How It Worked. To Design Something Really Well, You Have To Get It. You Have To Really Grok What It's All About. It Takes A Passionate Commitment To Really Thoroughly Understand Something, Chew It Up, Not Just Quickly Swallow It.

It's Not A Faith In Technology. It's Faith In People.

When You're Young, You Look At Television And Think, There's A Conspiracy. The Networks Have Conspired To Dumb Us Down. But When You Get A Little Older, You Realize That's Not True. The Networks Are In Business To Give People Exactly What They Want.