“Figure out how to build a brand and stick by it so people know what to expect.”

The single observation I would offer for your consideration is that some things are beyond your control.

I am, and ever will be, a white-socks, pocket-protector, nerdy engineer.

In flying, the probability of survival is inversely proportional to the angle of arrival.

We had hundreds of thousands of people all dedicated to doing the perfect job, and I think they did about as well as anyone could ever have expected.

Society’s future will depend on a continuous improvement program for the human character. And what will that future bring? I do not know, but it will be exciting.

Science has not yet mastered prophecy. We predict too much for the next year and yet far too little for the next 10.

Knowledge is fundamental to all human achievements and progress.

NASA has been one of the most successful public investments in motivating students to do well and achieve all they can achieve.

Damn I really did it. I blew the first words on the moon, didn’t I?

It’s different, but it’s very pretty out here. I suppose they are going to make a big deal of all this.

It never hurts to have friends around, so that’s why you’d form a crew.

The one thing I regret was that my work required an enormous amount of my time, and a lot of travel.

Start at the end and work back.

Fear is not an unknown emotion to us.

I hope you become comfortable with the use of logic without being deceived into concluding that logic will inevitably lead you to the correct conclusion.

If that’s there, I believe that technology will probably step up to their part of it.

Building a brand may be more important than building a business.

Labor in the white skin can never free itself as long as labor in the black skin is branded.

I wanted to have a global company, so I chose a global name.

A brand is two words: the ‘Promise’ you telegraph, and the ‘Experience’ you deliver.

We really care about our brand. We really want it to stand for high quality. We want people to be excited about it, for it to be fun.

If you sell what you do, you’re a vendor. If you sell why you do it, you’re a brand.

Your business, and your brand must first let people know what you care about and that you care about them.

Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.