Innovation, I Believe, Is The Only Way

Everything At Apple Can Be Best Understood Through The Lens Of Designing. Whether It's Designing The Look And Feel Of The User Experience, Or The Industrial Design, Or The System Design, And Even Things Like How The Boards Were Laid Out.

Those Lessons That I Got Along The Way Are The Ones That Have Shaped My Life For The Last 20 Years.

Steve [jobs] And I Spent Months Getting To Know Each Other Before I Joined Apple. He Had No Exposure To Marketing Other Than What He Picked Up On His Own. This Is Sort Of Typical Of Steve. When He Knows Something Is Going To Be Important, He Tries To Absorb As Much As He Possibly Can.

Implementers Aren't Considered Bozos Anymore

Marketing Is Really Theater. It's Like Staging A Performance.