The challenge is not just to build a company that can endure; but to build one that is worthy of enduring.

Great companies foster a productive tension between continuity and change.

...the question, Why try for greatness? would seem almost tautological. If you're doing something you care that much about, and you believe in its purpose deeply enough, then it is impossible to imagine not trying to make it great. It's just a given.

The critical question is not whether you'll have luck, but what you do with the luck that you get.

Greatest danger is not failure, but be successful and not know why.

True leadership has people who follow when they have the freedom not to.

A visionary company doesn't simply balance between idealism and profitability: it seeks to be highly idealistic and highly profitable. A visionary company doesn't simply balance between preserving a tightly held core ideology and stimulating vigorous change and movement; it does both to an extreme.