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.

A-plus players like to work together and they don't like it if you tolerate B work.

I get asked a lot why Apple's customers are so loyal. It's not because they belong to the Church of Mac! That's ridiculous.

When you're a carpenter making a beautiful chest of drawers, you're not going to use a piece of plywood on the back, even though it faces the wall and nobody will ever see it. You'll know it's there, so you're going to use a beautiful piece of wood on the back.

I'd rather be a Pirate than join the Navy

We wanted to more richly experience why we were alive, not just make a better life, and so people went in search of things. The great thing that came from those that time was to realize that there was definitely more to life than the materialism of the late sixties and early sixties. We were going in search of something deeper.

A brand is simply trust.