Steve Jobs

by Walter Isaacson

He emphasized that you should never start a company with the goal of getting rich. Your goal should be making something you believe in and making a company that will last.”

“In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.”

the annals of innovation, new ideas are only part of the equation. Execution is just as important.

“Steve had a way of motivating by looking at the bigger picture.”

‘Hey, if we’re going to make things in our lives, we might as well make them beautiful.’”

People do judge a book by its cover,

“because customers don’t know what they want until we’ve shown them.”

material possessions often cluttered life rather than enriched it.

Jobs’s great strengths was knowing how to focus.

“impute”—it must convey its values and importance in everything it does, from packaging to marketing.

If you don’t love something, you’re not going to go the extra mile, work the extra weekend, challenge the status quo as much.

“There’s a classic thing in business, which is the second-product syndrome,”

Remembering that I’ll be dead soon is the most important tool I’ve ever encountered to help me make the big choices in life. Because almost everything—all external expectations, all pride, all fear of embarrassment or failure—these things just fall away in the face of death, leaving only what is truly important. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is