Overnight Success Stories Take A Long Time.

If It Could Save A Person's Life, Could You Find A Way To Save Ten Seconds Off The Boot Time? If There Were Five Million People Using The Mac, And It Took Ten Seconds Extra To Turn It On Every Day, That Added Up To Three Hundred Million Or So Hours Per Year People Would Save, Which Was The Equivalent Of At Least One Hundred Lifetimes Saved Per Year.

Our Goal Is To Make The Best Devices In The World, Not To Be The Biggest.

I Thought Deeply About This. I Ended Up Concluding That The Worst Thing That Could Possibly Happen As We Get Big And As We Get A Little More Influence In The World Is If We Change Our Core Values And Start Letting It Slide, I Can't Do That. I'd Rather Quit.

I Didn't See It Then, But It Turned Out That Getting Fired From Apple Was The Best Thing That Could Have Ever Happened To Me. The Heaviness Of Being Successful Was Replaced By The Lightness Of Being A Beginner Again, Less Sure About Everything. It Freed Me To Enter One Of The Most Creative Periods Of My Life.

The Tragedy Is That Dell Didn't Win It - We Lost It.