Strategy Is Figuring Out What Not To

Creativity Comes From Spontaneous Meetings, From Random Discussions.

We've Had One Of These Before, When The Dot-com Bubble Burst. What I Told Our Company Was That We Were Just Going To Invest Our Way Through The Downturn, That We Weren't Going To Lay Off People, That We'd Taken A Tremendous Amount Of Effort To Get Them Into Apple In The First Place; The Last Thing We Were Going To Do Is Lay Them Off.

People Think Focus Means Saying Yes To The Thing You've Got To Focus On. But That's Not What It Means At All. It Means Saying No To The Hundred Other Good Ideas That There Are. You Have To Pick Carefully. I'm Actually As Proud Of The Things We Haven't Done As The Things I Have Done. Innovation Is Saying No To 1,000 Things.

I Wish Developing Great Products Was As Easy As Writing A Check. If That Was The Case, Microsoft Would Have Great Products.

Packaging Can Be Theater, It Can Create A Story