Why Would I Ever Want To Run

You've Got To Start With The Customer Experience And Work Backwards To The Technology. You Can't Start With The Technology And Try To Figure Out Where You're Going To Sell It.

Be Ready To Catch The Ball When It Is Thrown By Life.

That's My Job - To Make Sure Everything Is Great.

We Don't Settle For Anything Less Than Excellence.

The System Is That There Is No System. That Doesn't Mean We Don't Have Process. Apple Is A Very Disciplined Company, And We Have Great Processes. But That's Not What It's About. Process Makes You More Efficient ... But Innovation Comes From People Meeting Up In The Hallways Or Calling Each Other At 10:30 At Night With A New Idea, Or Because They Realized Something That Shoots Holes In How We've Been Thinking About A Problem. It's Ad Hoc Meetings Of Six People Called By Someone Who Thinks He Has Figured Out The Coolest New Thing Ever And Who Wants To Know What Other People Think Of His Idea.