Jobs described Mike Markkula's maxim that a good company must impute- it must convey its values and importance in everything it does, from packaging to marketing. Johnson loved it. It definitely appli...
When he was turning thirty, Jobs had used a metaphor about record albums. He was musing about why folks over thirty develop rigid thought patterns and tend to be less innovative. People get stuck in...
Customers don't know what they want until we've shown them.
Стив считал: в гениальном компьютере аппаратное и программное обеспечение должны быть тесно связаны. Если же на компьютер можно было установить программы, совместимые с другими компьютерами, в конечно...
One way to remember who you are is to remember who your heroes are.
Henry Luce to his Time magazine writers: Tell the history of our time through the people who make it.
If you just sit and observe, you will see how restless your mind is. If you try to calm it, it only makes it worse, but over time it does calm, and when it does, there's room to hear more subtle thing...
If you need slides, it shows you don’t know what you’re talking about.’
When Leonardo was painting The Last Supper (fig. 74), spectators would visit and sit quietly just so they could watch him work. The creation of art, like the discussion of science, had become at times...
Things were not quite as sweet when Danielle Mitterrand toured the factory. The Cuba-admiring wife of France’s socialist president François Mitterrand asked a lot of questions, through her translator,...
There is something indefinable in an entrepreneur, and I saw that in Steve, he said. He was interested not just in engineering, but also the business aspects. I taught him that if you act like you ca...
Unlike other product developers, Jobs did not believe the customer was always right; if they wanted to resist using a mouse, they were wrong.
Hertzfeld recalled that Gates just sat there coolly, looking at Steve in the eye, before hurling back, in his squeaky voice, what became a classic zinger. Well, Steve, I think there's more than one wa...
The culture at Atari was a natural outgrowth of [Nolan] Bushnell’s personality. But it was not simply self-indulgent. It was based on a philosophy that drew from the hippie movement and would help def...
Ive grew up in Chingford, a town on the northeast edge of London. His father was a silversmith who taught at the local college. He’s a fantastic craftsman, Ive recalled. His Christmas gift to me would...
Knowledge, he realized, was obtained rather by the use of the ear than of the tongue. So in the Junto, he began to work on his use of silence and gentle dialogue. One method, which he had developed du...
Although Jobs later said that he was not plotting to take over Apple at the time, Ellison thought it was inevitable. Anyone who spent more than a half hour with Amelio would realize that he couldn't...
Growing up, I got inspired by the history of the place, Jobs said.
Innovation requires articulation.
I taught him that if you act like you can do something, then it will work. I told him, ‘Pretend to be completely in control and people will assume that you are.
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