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We say no to great ideas in order to keep the amount of things we focus on very small in number so that we can put enormous energy behind the ones we do choose…..It’s not just saying yes to the right products, it’s saying no to many products that are good ideas, but just not nearly as good as the other ones.

Tim Cook

You can only do so many things great, and you should cast aside everything else.
TIM COOK

Aside Else Everything Great Many Only Thing
Apple has a culture of excellence that is, I think, so unique and so special. I’m not going to witness or permit the change of it.
TIM COOK

Apple Change Culture Excellence Permit Special Think Unique Witness
Our new watches are made entirely of double super gold. They are just a piece of gold that you can wear to the left, right, or directly on top of the other gold you own.
TIM COOK

Directly Double Entirely God Gold Made New Own Right Super Watch
To whom much is given, much is expected. I do believe this. It’s embedded in me.
TIM COOK

Believe Embedded Expect Given Much Who
I think everyone has to ask, how do companies make their money? Follow the money. And if they’re making money mainly by collecting gobs of personal data, I think you have a right to be worried.
TIM COOK

Company Data Everyone Follow Make Money Personal Right Think Worried
Creativity is people who care enough to keep thinking about something until they find the simplest way to do it.
TIM COOK

Creativity Eay Enough Keep People Simplest Something Thinking
Security isn’t just a feature, it’s a base, it’s a fundamental, right.
TIM COOK

Base Feature Fundamental Just Right Security
Discrimination isn’t something that’s easy to oppose. It doesn’t always stare you in the face. It moves in the shadows. And sometimes it shrouds itself within the very laws meant to protect us.
TIM COOK

Always Discrimination Face Move Protect Something Sometimes Stare
So if hearing that the CEO of Apple is gay can help someone struggling to come to terms with who he or she is, or bring comfort to anyone who feels alone, or inspire people to insist on their equality, then it’s worth the trade-off with my own privacy.
TIM COOK

Anyone Apple CEO Comfort Hear Own Privacy Someone Struggle Term Trade
Graduates, your values matter. They are your north star. And work takes on new meaning when you feel you’re pointed in the right direction. Otherwise, it’s just a job. And life is too short for that.
TIM COOK

Direction Graduate Job Matter Meaning New North Otherwise Point Right Star Value Work
The largest lesson I learned from Steve was that the joy in life is in the journey, and I saw him live this every day.
TIM COOK

Company Day Every Journey Largest Lesson Owner Person Saw
Let your joy be in your journey, not in some distant goal.
TIM COOK

Detrain Goal Jo Journey Let Some
Those who try to achieve success without hard work ultimately deceive themselves-or worse-deceive others.
TIM COOK

Achieve Deceive Hard Other Success Themselves Ultimately Work Worse
Somebody gets it home and they feel great when they pay the money, but then they get it home and use it and the joy is gone.
TIM COOK

Get Gone Great Home Joy Money Somebody Use
Certainly some things that are very good can sometimes be used in a bad way.
TIM COOK

Bad Certainty Good Some Sometimes Use Very Way
I remember what it was like to grow up in the South in the 1960s and 1970s.
TIM COOK

Growm South Remember Year

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