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.

Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service. The iMac is not just the color or translucence or the shape of the shell. The essence of the iMac is to be the finest possible consumer computer in which each element plays together.

When you grow up, you tend to get told that the world is the way it is, and your life is just to live your life inside the world. Try not to bash into the walls too much. Try to have a nice family life. Have fun, save a little money. That's a very limited life. Life can be much broader, once you discover one simple fact, and that is everything around that you call life was made up by people who were no smarter than you. And you can change it. You can influence it. You can build your own things that other people can use. Once you learn that, you'll never be the same again.

Woz is living his own life now. He hasn't been around Apple for about five years. But what he did will go down in history.

Focus does not mean saying yes, it means saying no.

People don't know what they want until you show it to them. That's why I never rely on marketing research. Our task is to read things that are not yet on the page.

Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.