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.

In the industrial age, the CEO sat on the top of the hierarchy and didn't have to listen to anybody ... In the information age, you have to listen to the ideas of people regardless of where they are in the organization.

Implementers aren't considered bozos anymore

Apple no longer builds any products. When I was there, people used to call Apple "a vertically integrated advertising agency," which was not a compliment.

Steve [Jobs'] brilliance is his ability to see something and then understand it and then figure out how to put it into the context of his design methodology - everything is design.

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

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