What are the five products you want to focus on? Get rid of the rest, because they’re dragging you down. They’re turning you into Microsoft. They’re causing you to turn out products that are adequate but not great.

I discovered that the best innovation is sometimes the company, the way you organize a company. The whole notion of how you build a company is fascinating." Steve Jobs

The best and most innovative products don't always win...(it's an) aesthetic flaw in how the universe worked

Throughout his life, Albert Einstein would retain the intuition and the awe of a child. He never lost his sense of wonder at the magic of nature's phenomena-magnetic fields, gravity, inertia, acceleration, light beams-which grown-ups find so commonplace. He retained the ability to hold two thoughts in his mind simultaneously, to be puzzled when they conflicted, and to marvel when he could smell an underlying unity. "People like you and me never grow old," he wrote a friend later in life. "We never cease to stand like curious children before the great mystery into which we were born.

If you truly have a passion for what you do, you will care even about the parts unseen.

More generally, I made an effort to leave out things that weren't relevant to the main narrative themes of the book, namely that there were two sides to Steve Jobs: the romantic, poetic, countercultural rebel on one side, and the serious businessperson on the other.

So that’s our approach. Very simple, and we’re really shooting for Museum of Modern Art quality. The way we’re running the company, the product design, the advertising, it all comes down to this: Let’s make it simple. Really simple.” Apple’s design mantra would remain the one featured on its first brochure: “Simplicity is the ultimate sophistication.