Steve Jobs

“People say you have to have a lot of passion for what you’re doing and it’s totally true. And the reason is because it’s so hard that if you don’t, any rational person would give up. It’s really hard. And you have to do it over a sustained period of time. So if you don’t love it, if you’re not having fun doing it, you don’t really love it, you’re going to give up.

And that’s what happens to most people, actually.

If you look at the ones that ended up being successful in the eyes of society, often times it’s the ones who are successful loved  what they did, so they could persevere when it got really tough.

And the ones that didn’t love it quit because they’re sane, right? Who would want to put up with this stuff if you don’t love it?

So it’s a lot of hard work and it’s a lot of worrying constantly. If you don’t love it, you’re going to fail. So you got to love it, you got to have passion, and I think that’s the high order bit.”


Steve Jobs

“You have to be a really good talent scout.

Because no matter how smart you are, you need a team of great people, and you have to figure out how to size up people fairly quickly how to make decisions without knowing people too well.

And hire them and you know, see how they do and refine your intuition. And be able to help, you know, build an organization that can eventually just, you know, build itself, um, because you need great people around you.

We agonized over hiring, we had interviews, they would start at nine or ten in the morning and go through dinner. New interviewee would talk to everybody in the building at least once, and maybe a couple times, and then come back for another round of interviews. And then we’d all get together and talk about it.”

“We went through that stage in Apple where we went out, and we thought, we’re going to be a big company, let’s hire professional management. We went out and hired a bunch of professional management – it didn’t work at all. Most of them were bozos. They knew how to manage, but they didn’t know how to do anything. And so, if you’re a great person, why do you want to work for somebody you can’t learn anything from? And, you know what’s interesting, you know who the best managers are? They are the great individual contributors who’d never ever want to be a manager, but decide they have to be a manager because no one else is going to be able to do as good job as them.”


Steve Jobs

“We think the Mac will sell zillions, but we didn’t build the Mac for anybody else. We built it for ourselves. We were the group of people who were going to judge whether it was great or not. We weren’t going to go out and do market research. We just wanted to build the best thing we could build.

When you’re a carpenter making a beautiful chest of drawers, you’re not going to use a piece of plywood on the back, even though it faces the wall and nobody will ever see it. You’ll know it’s there, so you’re going to use a beautiful piece of wood on the back. For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through.”


Steve Jobs

“Marketing is about values. This is a very complicated and noisy world. And we’re not going to get a chance for people to remember much about us. No company is. So we have to be really clear on what we want them to know about us.

Now Apple fortunately is one of the half a dozen best brands in the whole world, right up there with Nike, Disney, Coke and Sony. It is one of the greats of the greats, not just in this country but all around the globe. But even a great brand needs investment and caring if it’s going to maintain its relevance and vitality.

The Apple brand has clearly suffered from neglect. We need to bring it back. The way to do that is not to talk about speeds and feeds. It’s not to talk about MIPS and megahertz. It’s not to talk about why we’re better than Windows.

The best example of all and one of the best jobs of marketing the universe has ever seen is Nike. Nike sells a commodity. They sell shoes. And yet when you think of Nike, you think of something different than just a shoe company.

In their ads they don’t ever talk about the product. They don’t ever talk about their air soles and why they are better than Reebok’s air soles. What does Nike do in their advertising? They honour great athletes, and they honour great athletics. That’s who they are. That’s what they are all about.”


Steve Jobs

Mark Parker (CEO of Nike) about Steve Jobs and his advice:

“Well, he didn’t call to offer me advice, but we had worked together on Nike Apple collaboration called Nike Plus, we took what Apple knows, what Nike knows, and brought new technology to the market. Anyway, long story short, he said, “hey, congratulations, that’s great, you’re going to do a great job.” And I said “well, do you have any advice?” And he said “No, no, you’re doing great.” And there is a pause and he goes, “well I do have some advice. Nike makes some of the best product in the world, I mean products that you lust after, absolutely beautiful stunning products. But you also make a lot of crap.” He said, “just get rid of the crappy stuff and focus on the good stuff.” And then I expected a little pause and a laugh, but there was a pause but no laugh. And he was absolutely right.”


Steve Jobs

“Sometimes life hits you in the head with a brick. Don’t lose faith….You’ve got to find what you love. And that is as true for your work as it is for your lovers. Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it. And, like any great relationship, it just gets better and better as the years roll on. So keep looking. Don’t settle. “


Steve Jobs

“Death is very likely the single best invention of Life. It is Life’s change agent. It clears out the old to make way for the new. Right now the new is you, but someday not too long from now, you will gradually become the old and be cleared away. Sorry to be so dramatic, but it is quite true.

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 others’ 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.”


Steve Jobs: The Exclusive Biography


Steve Jobs and Philosophy


The Bite in the Apple:
A Memoir of My Life with Steve Jobs


Jony Ive:
The Genius Behind Apple’s Greatest Products

Editorial Staff

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