We innovate by starting with the customer and working backwards. That becomes the touchstone for how we invent.

You cannot make a business case that you should be who you are not

In the end, we are our choices.

There are two ways to extend a business. Take inventory of what you're good at and extend out from your skills. Or determine what your customers need and work backward, even if it requires learning new skills. Kindle is an example of working backward.

If we can keep our competitors focused on us while we stay focused on the customer, ultimately we'll turn out all right.

I don't want to use my creative energy on somebody else's user interface.

No, communication is terrible!