Follow your heart
Almost
everything–all external expectations, all pride, all fear of
embarrassment or failure–these things just fall away in the face of
death, leaving only what is truly important. Remembering that you are
going to die is the best way I know to avoid the trap of thinking you
have something to lose. You are already naked. There is no reason not to
follow your heart.
Trust yourself
You
can’t connect the dots looking forward; you can only connect them
looking backwards. So you have to trust that the dots will somehow
connect in your future. You have to trust in something — your gut,
destiny, life, karma, whatever. This approach has never let me down, and
it has made all the difference in my life.
Love what you do
Your
work is going to fill a large part of your life, and the only way to be
truly satisfied is to do what you believe is great work. And the only
way to do great work is to love what you do.
Go for a home run
Be a yardstick of quality. Some people aren’t
used to an environment where excellence is expected. One home run is
much better than two doubles.
Pick carefully
People
think focus means saying yes to the thing you’ve got to focus on. It
means saying no to the hundred other good ideas that there are. You have
to pick carefully.
Work hard to make it simple
Design is not just what it looks like and
feels like. Design is how it works. Simple can be harder than complex.
You have to work hard to get your thinking clean to make it simple.
Steal great ideas
We have always been shameless about stealing great ideas.
Your goal isn’t to make money
Apple’s
goal isn’t to make money. Our goal is to design and develop and bring
to market good products. We trust as a consequence of that, people will
like them, and as another consequence, we’ll make some money.
Don’t lose faith
Sometimes life hits you in the head with a brick. Don’t lose faith.
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