Let's Go Invent Tomorrow...

You Have To Be Burning With "an Idea, Or A Problem, Or A Wrong That You Want To Right." If You're Not Passionate Enough From The Start, You'll Never Stick It Out.

The Thing That Drives Me And My Colleagues At Both Apple And Pixar Is That You See Something Very Compelling To You, And You Don't Quite Know How To Get To It, But You Know, Sometimes Intuitively, It's Within Your Grasp. And It's Worth Putting In Years Of Your Life To Make It Come Into Existence.

We've Had One Of These Before, When The Dot-com Bubble Burst. What I Told Our Company Was That We Were Just Going To Invest Our Way Through The Downturn, That We Weren't Going To Lay Off People, That We'd Taken A Tremendous Amount Of Effort To Get Them Into Apple In The First Place; The Last Thing We Were Going To Do Is Lay Them Off.

Apple Stores Are Intended Not Just To Move Boxes, But To Enrich Lives.

If, For Some Reason, We Make Some Big Mistake And Ibm Wins, My Personal Feeling Is That We Are Going To Enter A Computer Dark Ages For About Twenty Years.