Implementers aren't considered bozos anymore

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.

I believe that crisis really tends to help develop the characer of an organisation.

Marketing strategy is a series of integrated actions leading to a sustainable competitive advantage.

Steve [Jobs] and I spent months getting to know each other before I joined Apple. He had no exposure to marketing other than what he picked up on his own. This is sort of typical of Steve. When he knows something is going to be important, he tries to absorb as much as he possibly can.

If you spend too much time worrying about how other people perceive you, you'll never break the rules.

Apple is so focused on its vision that it does things in a very careful, deliberate way.