“ Money Quotes”

“ Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works.”

“ As technology becomes more complex, Apple’s core strength of knowing how to make very sophisticated technology comprehensible to mere mortals is in even greater demand.”

“ I always considered part of my job was to keep the quality level of people in the organization I work with very high ...”

“… That’s what I consider one of the few things I actually can contribute individually to—to really try to instill in the organization the goal of having ‘A’ players. In everything I’ve done it really pays to go after the best people in the world.”

“ Many times in an [job] interview I will purposely upset someone: I’ll criticize their prior work. I’ll do my homework, find out what they worked on, and say, ‘God, that really turned out to be a bomb. That really turned out to be a bozo product. Why did you work on that?’ ...”

“… I want to see what people are like under pressure. I want to see if they just fold or if they have firm conviction, belief, and pride in what they did.”

“ Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It’s not about money. It’s about the people you have, how you’re led, and how much you get.”

“ The [innovation] system is that there is no system. That’s doesn’t mean we don’t have process. Apple is a very disciplined company, and we have great processes. But that’s not what it’s about. Process makes you more efficient.”

“ Innovation comes from people meeting up in the hallways or calling each other at 10:30 at night with a new idea, or because they realized something that shoots holes in how we’ve been thinking about a problem ...”

“… It’s ad hoc meetings of six people called by someone who thinks he has figured out the coolest new thing ever and who wants to know what other people think of his idea.”

“ You need a product-oriented culture, even in a technology company. Lots of companies have tons of great engineers and smart people. But ultimately, there needs to be some gravitational force that pulls it all together.”

“ The older I get, the more I’m convinced that motives make so much difference. HP’s primary goal was to make great products. And our primary goal here is to make the world’s best PCs—not to be the biggest or the richest.”

“ Money Quotes”