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.

I have found that I always learn more from my mistakes than from my successes. If you aren't making some mistakes, you aren't taking enough chances.

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.

The iPod is a perfect example of Steve's [Jobs] methodology of starting with the user and looking at the entire end-to-end system.

No great marketing decisions have ever been made on qualitative data

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