In organizations (or even in a society) where culture is weak, you need an abundance of heavy, precise rules and processes.

People went to Dell for the computers, but they go to Apple for everything… That’s the difference between a transactional company and a transformational one.

The stronger the culture, the less corporate process a company needs. When the culture is strong, you can trust everyone to do the right thing. People can be independent and autonomous. They can be entrepreneurial.

We start with the perfect experience and then work backward. That's how we're going to continue to be successful.

Brand is really the connection between you and your customersif you have a very strong culture, then the brand will come through.

Culture is simply a shared way of doing something with passion.

Customers are willing to try new things, and if you can survive, you will have fewer competitors. It's like entering the eye of the storm. As long as you are strong enough to survive, you can end up in still water by yourself.