Focus means saying no
Focus means saying no.
–Steve Jobs
What are the great brands?
What are the great brands? Levi’s, Coke, Disney, Nike. Most people would put Apple in that category. You could spend billions building a brand not as good as Apple. Yet Apple hasn’t been doing anything with this incredible asset. What is Apple, after all? Apple is about people who think outsid the box, people who want to use computers to help them change the world, to help them create things that make a difference, and not just to get the job done.
–Steve Jobs
You need a few creative people…
You could do creative, innovative things. But it was chaotic. You can’t do that in an organization. You need a few creative people and the rest get the work done.
–Steve Jobs
The roots of Apple were to build computers for people
The roots of Apple were to build computers for people, not for corporations. The world doesn’t need another Dell or Compaq.
–Steve Jobs
It’s hard to design products by focus groups
We have a lot of customers, and we have a lot of research into our installed base. We also watch industry trends pretty carefully. But in the end, for something this complicated, 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.
–Steve Jobs