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.

People who know what they’re talking about don’t need PowerPoint.

One way to remember who you are is to remember who your heroes are.

If you want to live your life in a creative way, as an artist, you have to not look back too much. You have to be willing to take whatever you’ve done and whoever you were and throw them away. The more the outside world tries to reinforce an image of you, the harder it is to continue to be an artist, which is why a lot of times, artists have to say, “Bye. I have to go. I’m going crazy and I’m getting out of here.” And they go and hibernate somewhere. Maybe later they re-emerge a little differently. (Steve Jobs)

Most innovation comes from people working together, collaborating in teams.

Leonardo da Vinci did not take received wisdom - whether from ancient classical thinkers or medieval scholars or from the Bible - without questioning it. And this was the beginning of the scientific method. This is another lesson for our time: that when we have evidence that contradicts a certain belief, we should be willing to change it. I think this made Leonardo, in some ways, a person who better understood the beauty of God's creation than a person who just takes all received wisdom from the Bible on faith.

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.