A Brand Is Simply Trust.

The System Is That There Is No System. That Doesn't Mean We Don't Have Process. Apple Is A Very Disciplined Company, And We Have Great Processes. But That's Not What It's About. Process Makes You More Efficient ... But Innovation Comes From People Meeting Up In The Hallways Or Calling Each Other At 10:30 At Night With A New Idea, Or Because They Realized Something That Shoots Holes In How We've Been Thinking About A Problem. It's Ad Hoc Meetings Of Six People Called By Someone Who Thinks He Has Figured Out The Coolest New Thing Ever And Who Wants To Know What Other People Think Of His Idea.

I Got Very Interested In People Who Had Discovered Something More Significant Than ... Intellectual, Abstract Understanding.

You've Got To Find What You Love.

If You Define The Problem Correctly, You Almost Have The Solution.

Some Mistakes Will Be Made Along The Way. That's Good. Because Some Decisions Are Being Made Along The Way. We'll Find The Mistakes. We'll Fix Them.