digital rubbish

Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma, which is living with the results of other people’s thinking. Don’t let the noise of others’ opinions drown out your own inner voice. Most important have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary. Stay Hungry. Stay Foolish. I have always wished that for myself. And now, I wish that for you.

You’ve got to start with the customer experience and work backwards to the technology. You can’t start with the technology and figure out where you’re going to try to sell it.

I’ve made this mistake probably more than anybody in the room, and I’ve got the scar tissue to prove it. And I know that it’s the case. And as we’ve tried to come up with a strategy and a vision for Apple, it started with, “What incredible benefits can we give to the customer? Where can we take the customer?” Not starting with, “Let’s sit down with the engineers and figure out what awesome technology we have,” and then “How are we going to market that?” And I think that’s the right path to take.