Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it's really how it works.

Ad campaigns are necessary for competition. But good PR educates people; that's all it is.

Well, Apple invented the PC as we know it, and then it invented the graphical user interface as we know it eight years later (with the introduction of the Mac). But then, the company had a decade in which it took a nap.

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 thought deeply about this. I ended up concluding that the worst thing that could possibly happen as we get big and as we get a little more influence in the world is if we change our core values and start letting it slide, I can't do that. I'd rather quit.

One of the failures of technology companies is that they build technologies thinking everything else will work out.

When I was young, there was an amazing publication called The Whole Earth Catalog, which was one of the bibles of my generation. It was created by a fellow named Stewart Brand not far from here in Menlo Park, and he brought it to life with his poetic touch. This was in the late 1960's, before personal computers and desktop publishing, so it was all made with typewriters, scissors, and polaroid cameras. It was sort of like Google in paperback form, 35 years before Google came along: it was idealistic, and overflowing with neat tools and great notions.