11. Jobs: “It takes a lot of hard work to make something simple.”
12. Jonathan Ive: “You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.”
13. Wayne Gretzky: “Skate where the puck is going, not where it has been.”
14. Jobs: “What are the 10 things we should be doing next? We can only do three.?
15. Walter Isaacson: “The mark of an innovative company is not that it comes up with new ideas first, but also that it knows how to leapfrog when it finds itself behind.”
16. Jobs: “Some people say, ‘Give the customers what they want,’ but that’s not my approach. Our job is to figure out what they’re going to want before they do.”
17. Henry Ford: “If I’d asked customers what they wanted, they’d have told me, ‘a faster horse.’ ”
18. Jobs: “People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page.”
19. Jobs: “You build a company that will stand for something a generation or two from now. That’s what Walt Disney did, and HP, and the people that built Intel. They created a company to last, not just to make money. That’s what I want Apple to be.”
20. Jobs: “Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people crazy enough to think they can change the world are the ones who do.”
