You‘ve Got To Start With The Customer

Do You Want To Sell Sugar Water All Your Life, Or Do You Want To Come With Me And Change The World?

There's A Lot Of Symbolism To Your Return. Is That Going To Be Enough To Reinvigorate The Company With A Sense Of Magic?

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 Buy Everything From Costco. It's Great; They've Got Everything I Need.

When You Start Looking At A Problem And It Seems Really Simple, You Don't Really Understand The Complexity Of The Problem. Then You Get Into The Problem, And You See That It's Really Complicated, And You Come Up With All These Convoluted Solutions. That's Sort Of The Middle, And That's Where Most People Stop... But The Really Great Person Will Keep On Going And Find The Key, The Underlying Principle Of The Problem - And Come Up With An Elegant, Really Beautiful Solution That Works.