“Focusing is about saying No.”

“Jobs obsessed over every aspect of the new building, from the overall concept to the tiniest detail regarding materials and construction. "Steve had this firm belief that the right kind of building can do great things for a culture," said Pixar's president Ed Catmull. Jobs controlled the creation of the building as if he were a director sweating each scene of a film. "The PIxar building was Steve's own movie," Lasseter said.”

“Walter Issacson biographer of Steve Jobs:I remember sitting in his backyard in his garden, one day, and he started talking about God. He [Jobs] said, “ Sometimes I believe in God, sometimes I don’t. I think it’s 50/50, maybe. But ever since I’ve had cancer, I’ve been thinking about it more, and I find myself believing a bit more, maybe it’s because I want to believe in an afterlife, that when you die, it doesn’t just all disappear. The wisdom you’ve accumulated, somehow it lives on.”Then he paused for a second and said, “Yea, but sometimes, I think it’s just like an On-Off switch. Click. And you’re gone.” And then he paused again and said, “ And that’s why I don’t like putting On-Off switches on Apple devices.”Joy to the WORLD! There IS an after-life!”

“The people who are doing the work are the moving force behind the Macintosh. My job is to create a space for them, to clear out the rest of the organization and keep it at bay.”

“Our DNA is as a consumer company - for that individual customer who's voting thumbs up or thumbs down. That's who we think about. And we think that our job is to take responsibility for the complete user experience. And if it's not up to par, it's our fault, plain and simply.”

“What is Apple, after all? Apple is about people who think 'outside the box,' people who want to use computers to help them change the world, to help them create things that make a difference, and not just to get a job done.”

“Jobs also used the meetings to enforce focus. At Robert Friedland's farm, his job had been to prune the apple trees so that they would stay strong, and that became a metaphor for his pruning at Apple. Instead of encouraging each group to let product lines proliferate based on marketing considerations, or permitting a thousand ideas to bloom, Jobs insisted that Apple focus on just two or three priorities at a time. " There is no one better at turning off the noise that is going on around him," Cook said. " That allows him to focus on a few things and say no to many things. Few people are really good at that.”

“Unlike other product developers, Jobs did not believe the customer was always right; if they wanted to resist using a mouse, they were wrong.”

“Ever since Apple's first brochure proclaimed "Simplicity is the ultimate sophistication," Jobs had aimed for the simplicity that comes from conquering complexities, not ignoring them. "It takes a lot of hard word," he said, "to make something simple, to truly understand the underlying challenges and come up with elegant solutions.”

“Nevertheless, by dint of his personality and controlling instincts, Jobs was soon playing a stronger role. He spewed out a stream of ideas - some reasonable, others wacky - about what Pixar's hardware and software could become. And on his occasional visits to the PIxar offices, he was an inspiring presence. "I grew up a Southern Baptist, and we had revival meetings with mesmerizing but corrupt preachers," recounted Alvy Ray Smith. "Steve's got it: the power of the tongue and the web of words that catches people up. We were aware of this when we had board meetings, so we developed signals - nose scratching or ear tugs - for when someone had been caught up in Steve's distortion field and he needed to be tugged back to reality.”

“Early on, Mike Markkula had taught Jobs to "impute" - to understand that people do judge a book by its cover - and therefore to make sure all the trappings and packaging of Apple signaled that there was a beautiful gem inside. Whether it's an iPod Mini, or a MacBook Pro, Apple customers know the feeling of opening up the well-crafted box and finding the product nestled in an inviting fashion. "Steve and I spend a lot of time on the packaging," said Ive. "I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.”