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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

I’m speaking to you from Silicon Valley, where some of the most prominent and successful companies have built their businesses by lulling their customers into complacency about their personal information.
TIM COOK

Business Company Complacency Customer Lulling Most Prominent Silicon Some Speak Successful Valley
In the long arc of time, you are only relevant if customers love you.
TIM COOK

Arc Constoemr Long Love Relevant Time
So I had to figure out for myself what was right and true. It was a search. It was a process. It drew on the moral sense that I’d learned from my parents, and in church, and in my own heart, and led me on my own journey of discovery.
TIM COOK

Church Discovery Figure Heart led Moral Myself Out Own Parent Process Right Search True
Security isn’t just a feature, it’s a base, it’s a fundamental, right.
TIM COOK

Base Feature Fundamental Just Right Security
We sold more iPads in the last quarter alone than any PC manufacturer sold in their entire line.
TIM COOK

Alone Entire Ipad Last Line Manufacture More Pc Quater
Apple Pay is forever changing the way we pay for things.
TIM COOK

Apple Change Forever Pay Thing Way
Anything can change, because the smartphone revolution is still in the early stages.
TIM COOK

Anything Change Easy Revolution Smartphone Stage Still
Right to privacy is really important. You pull that brick out and another and pretty soon the house falls.
TIM COOK

Another Brick Fall House Important Pretty Privacy Pukl Right Some Soon
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
Apple is this great American company that could have only happened here.
TIM COOK

Apple Bret Company Country Happen Have Only
Excellence has become a habit.
TIM COOK

Become Excellence Habit
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

Choose Energy Enor Focus Good Great Idea Isea Keep Member One Ous Product Say Small
Open to everyone, regardless of where they come from, what they look like, how they worship or who they love.
TIM COOK

Come Everyone Like Look Love Open Quater Regardless Worship
For the most important decisions in your life, trust your intuition, and then work with everything you have, to prove it right.
TIM COOK

Decision Everything Important Intuition Life Mist Prove Right Trust Work
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
I believe that if you took privacy and you said, I’m willing to give up all of my privacy to be secure. So you weighted it as a zero.
TIM COOK

Believe Give Pool Privacy Said Secure So Weight Zero

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