Focusing Is About Saying No.

Strategy Is Figuring Out What Not To Do.

You Should Never Go To A Meeting Or Make A Telephone Call Without A Clear Idea Of What You Are Trying To Achieve.

Great Art Stretches The Taste, It Doesn't Follow Tastes.

The Most Precious Resource We Have Is Time.

We Think The Mac Will Sell Zillions, But We Didn't Build The Mac For Anybody Else. We Built It For Ourselves. We Were The Group Of People Who Were Going To Judge Whether It Was Great Or Not. We Weren't Going To Go Out And Do Market Research. We Just Wanted To Build The Best Thing We Could Build.