“Design is not just what it looks like and feels like. Design is how it works.”

Focusing is all about saying no.

Don’t let the noise of others’ opinions drown out your own inner voice.

Customers don’t measure you on how hard you tried, they measure you on what you deliver.

We don’t settle for anything less than excellence.

Focusing is about saying No.

Sometimes life is going to hit you in the head with a brick. Don’t lose faith.

The journey is the reward.

Deciding what not to do is as important as deciding what to do.

It doesn’t make sense to hire smart people and tell them what to do; we hire smart people so they can tell us what to do.

Your customers don’t care about you. They don’t care about your product or service. They care about themselves, their dreams, their goals. Now, they will care much more if you help them reach their goals, and to do that, you must understand their goals, as well as their needs and deepest desires.

A brand is simply trust.

The most precious resource we have is time.

Innovation is usually the result of connections of past experiences.

If you don’t cannibalize yourself, someone else will.

Great things in business are never done by one person, they’re done by a team of people.

You go to your TV to turn your brain off. You go to the computer when you want to turn your brain on.

All true things must change and only that which changes remains true.

It is easier to make progress on mega-ambitious dreams. Since no one else is crazy enough to do it, you have little competition.

My job as a leader is to make sure everybody in the company has great opportunities, and that they feel they’re having a meaningful impact.

Do not swallow bait offered by the enemy. Do not interfere with an army that is returning home.

We innovate by starting with the customer and working backwards. That becomes the touchstone for how we invent.

Chance favors the prepared mind. The more you practice, the luckier you become.

Anything worth doing is worth doing well.

As a precaution, we’re making machines extremely heavy with very tiny legs.