“It is very difficult to get people to focus on the most important things when you’re in boom times.”

If you build a great product or service, people will talk about it. But it starts with having something that’s worth talking about.

If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.

There are two kinds of companies, those that work to try to charge more and those that work to charge less. We will be the second.

Determine what your customers need, and work backwards.

Cultures aren’t so much planned as they evolve from that early set of people.

Position yourself with something that captures your curiosity, something that you’re missionary about.

If you can’t feed a team with two pizzas, it’s too large.

Above all else, align with customers. Win when they win. Win only when they win.

Work hard, have fun and make history.

Teachers, who are really good create that environment where you can be very satisfied by the process of learning.

If you double the number of experiments you do per year you’re going to double your inventiveness.

It’s time to go back to the Moon, this time to stay.

If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.

Your brand is formed primarily, not by what your company says about itself, but what the company does.

If you never want to be criticized, for goodness sake don’t do anything new.

If we think long term, we can accomplish things that we couldn’t otherwise accomplish.

I like to pride myself on thinking pretty long term, but not that long term.

If you sing of beauty though alone in the heart of the desert you will have an audience.

Energy may be likened to the bending of a crossbow; decision, to the releasing of a trigger.

If you will be faithful to a few things, you will someday become the ruler over many things.

The two most important things in any company do not appear in its balance sheet: its reputation and its people.

Without big battles, you won’t have big victories.

Successful people do what unsuccessful people are not willing to do.

Failure is part of the natural cycle of business. Companies are born, companies die, capitalism moves forward.