Don't listen to your parents.

[On culture] It's living the core values when you hire; when you write an email; when you are working on a project; when you are walking in the hall.

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.

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

The office is the laboratory and meeting your users is like going into the field. You can't just stay in the lab. And it's not just asking users what they want, it's about seeing what they're doing.

The second thing I had to do was not to be reluctant as a leader...And when I started doing that, I realized that people are thriving from this, and that it's so much more helpful for people.

If you want to create a great product, just focus on one person. Make that one person have the most amazing experience ever.