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.

I don't want to fail, of course. But even though I didn't know how bad things really were, I still had a lot to think about before I said yes. I had to consider the implications for Pixar, for my family, for my reputation. I decided that I didn't really care, because this is what I want to do. If I try my best and fail, well, I've tried my best.

You are all over the map, figure out the top 5 things you want to focus on and get rid of the rest.

We don't get a chance to do that many things, and every one should be really excellent. Because this is our life. Life is brief, and then you die, you know? So this is what we've chosen to do with our life.

Many companies forget what it means to make great products. After initial success, sales and marketing people take over and the product people eventually make their way out.

What is Apple, after all? Apple is about people who think 'outside the box,' people who want to use computers to help them change the world, to help them create things that make a difference, and not just to get a job done.

Some mistakes will be made along the way. That's good. Because some decisions are being made along the way. We'll find the mistakes. We'll fix them.