The real challenge is not to get people to remember more, but to get them to understand better. We're just now beginning to be able to show what we can implement with technological tools. I think our interest at Apple is to be the provider of the instruments that will help educators and students create and entirely new kind of learning than what we have now.

Great marketing cannot sell a pedestrian product very well.

The new leaders face new tests such as how to lead in this idea-intensive, interdependent network environment

What makes Steve [Jobs'] methodology different from everyone else's is that he always believed the most important decisions you make are not the things you do, but the things you decide not to do. He's a minimalist.

The boards had to be beautiful in Steve [Jobs]'s eyes when you looked at them, even though when he created the Macintosh he made it impossible for a consumer to get in the box, because he didn't want people tampering with anything.

You can't be No. 1 unless you think like No. 1. You have to appear like No. 1.

Implementers aren't considered bozos anymore