1Focus is what matters
You can focus on things that are barriers or you can focus on scaling the wall or redefining the problem.
2You are as great as you feel about yourself
I am who I am, and I’m focused on that, and being a great CEO of Apple.
3If you focus on product, service, customer, innovation, value addition etc; rest everything is taken care of
Companies that get confused, that think their goal is revenue or stock price or something. You have to focus on the things that lead to those.
4Giving people what they want is not innovation
Our whole role in life is to give you something you didn’t know you wanted. And then once you get it, you can’t imagine your life without it. And you can count on Apple doing that.
5If your work is not interesting, you may be in wrong profession
Let your joy be in your journey – not in some distant goal.
6Work in steps and with utmost focus
We have to make sure, at Apple, that we stay true to focus, laser focus – we know we can only do great things a few times, only on a few products.
7Only today is sure so best utilize it
Life is fragile. We’re not guaranteed a tomorrow so give it everything you’ve got.
8Technology is changing everyday so you can’t sit idle
Anything can change, because the smartphone revolution is still in the early stages.
9Positive minds work together
I think two people with strong points of view can appreciate each other even more.
10Only a true product can give joy to the consumer
Price is rarely the most important thing. A cheap product might sell some units. Somebody gets it home and they feel great when they pay the money, but then they get it home and use it and the joy is gone.
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