When companies get bigger they try to replicate their success. But they assume their magic came from process. They try to use processes to substitute content.

We just wanted to build the best thing we could build

Let them know precisely what you are going to do with their data

Focusing is all about saying no

You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.

The system is that there is no system. That doesn't mean we don't have process. Apple is a very disciplined company, and we have great processes. But that's not what it's about. Process makes you more efficient.

The design of the Mac wasn't what it looked like, although that was part of it. Primarily, it was how it worked. To design something really well, you have to get it. You have to really grok what it's all about. It takes a passionate commitment to really thoroughly understand something, chew it up, not just quickly swallow it.