Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?
Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma – which is living with the results of other people's thinking. Don't let the noise of other's opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.
Almost everything – all external expectations, all pride, all fear of embarrassment or failure – these things just fall away in the face of death, leaving only what is truly important. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.
Here's to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes... the ones who see things differently – they're not fond of rules... You can quote them, disagree with them, glorify or vilify them, but the only thing you can't do is ignore them because they change things... they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do.
So we went to Atari and said, 'Hey, we've got this amazing thing, even built with some of your parts, and what do you think about funding us? Or we'll give it to you. We just want to do it. Pay our salary, we'll come work for you.' And they said, 'No.' So then we went to Hewlett-Packard, and they said, 'Hey, we don't need you. You haven't got through college yet.'
Innovation distinguishes between a leader and a follower.
Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.
Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.
A lot of companies have chosen to downsize, and maybe that was the right thing for them. We chose a different path. Our belief was that if we kept putting great products in front of customers, they would continue to open their wallets.
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.
In most people's vocabularies, design means veneer. It's interior decorating. It's the fabric of the curtains of the sofa. But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a human-made creation that ends up expressing itself in successive outer layers of the product or service.
I'm the only person I know that's lost a quarter of a billion dollars in one year.... It's very character-building.
I've always wanted to own and control the primary technology in everything we do.
Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It's not about money. It's about the people you have, how you're led, and how much you get it.
It comes from saying no to 1,000 things to make sure we don't get on the wrong track or try to do too much.
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.
I was lucky – I found what I love to do early in life.
Why join the navy if you can be a pirate?
Quotes by Steven Jobs (b.1955)