Steve Jobs: Going

“If I knew in 1986 how much it was going to cost to keep Pixar going, I doubt if I would have bought the company.”

Steve Jobs

As quoted in Fortune (18 September 1995)
1990s

“Unless you have a lot of passion about this, you're not going to survive. You're going to give it up. So you've got to have an idea, or a problem or a wrong that you want to right that you're passionate about otherwise you're not going to have the perseverance to stick it through. I think that's half the battle right there.”

Steve Jobs

The Computerworld Smithsonian Awards Program Oral History Interview http://americanhistory.si.edu/comphist/sj1.html, Advice for Future Entrepreneurs (20 April 1995)
1990s
Context: I'm convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance. It is so hard. You put so much of your life into this thing. There are such rough moments in time that I think most people give up. I don't blame them. Its really tough and it consumes your life. If you've got a family and you're in the early days of a company, I can't imagine how one could do it. I'm sure its been done but its rough. Its pretty much an eighteen hour day job, seven days a week for awhile. Unless you have a lot of passion about this, you're not going to survive. You're going to give it up. So you've got to have an idea, or a problem or a wrong that you want to right that you're passionate about otherwise you're not going to have the perseverance to stick it through. I think that's half the battle right there.

Idea , Problem , Thinking , Passion

“You’ve got to find what you love. And that is as true for your work as it is for your lovers. 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. If you haven't found it yet, keep looking. Don't settle. As with all matters of the heart, you'll know when you find it. And, like any great relationship, it just gets better and better as the years roll on. So keep looking. Don’t settle.”

Steve Jobs

2005-09, Address at Stanford University (2005)
Context: Sometimes life hits you in the head with a brick. Don’t lose faith. I’m convinced that the only thing that kept me going was that I loved what I did. You’ve got to find what you love. And that is as true for your work as it is for your lovers. 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. If you haven't found it yet, keep looking. Don't settle. As with all matters of the heart, you'll know when you find it. And, like any great relationship, it just gets better and better as the years roll on. So keep looking. Don’t settle.

Love , Life , Way , Lovers

“Being the richest man in the cemetery doesn't matter to me … Going to bed at night saying we've done something wonderful… that's what matters to me.”

Steve Jobs

On the success of Bill Gates and Microsoft, as quoted in The Wall Street Journal (Summer 1993)
1990s
Variant: Being the richest man in the cemetery doesn't matter to me… Going to bed at night saying we've done something wonderful… that's what matters to me.

Night

“If, for some reason, we make some big mistake and IBM wins, my personal feeling is that we are going to enter a computer Dark Ages for about twenty years.”

Steve Jobs

On the early rivalry between Macintosh and "IBM-compatible" computers based on Microsoft's DOS, as quoted in Steve Jobs: The Journey is the Reward (1987) by Jeffrey S. Young, p. 235
1980s

Age , Feeling , Personality

“So Mac OS X is cross-platform by design, right from the very beginning. So Mac OS X is singing on Intel processors, and I'd just like to show you right now. As a matter of fact… this system I've been using here… Let go have a look… [reveals that the system he had been using for the presentation was running Mac OS X 10.4.1 on a machine using a 3.6 GHz Pentium 4 processor] So.. we've been running on an Intel machine all morning.”

Steve Jobs

2000s, WWDC 2005

Singing

“Human minds settle into fixed ways of looking at the world. That’s always been true and it’s probably always going to be true and I think… I’ve always felt that death is the greatest invention of life. I’m sure that life evolved without death at first, and found that without death life didn’t work very well. Because it didn’t make room for the young, who didn’t know how the world was fifty years ago, who didn’t know how the world was twenty years ago. Who saw it as it is today without any preconceptions, and saw and dreamed how it could be based on that. Who were not satisfied based on the accomplishments of the last thirty years, but who were dissatisfied because the current state didn’t live up to their ideals. Without death there would be very little progress.”

Steve Jobs

Computer World interview with Daniel Morrow (April 1995)
1990s

Life , Death , World , Dreams

“Now, I have something to tell you today. Mac OS X has been leading a secret double life — for the past five years. There have been rumors to this effect… but this is Apple's campus in Cupertino — let's zoom in on it — in that building right there… we've had teams doing the "just-in-case" scenario; and our rules have been that our designs for OS X must be processor independent, and that every project must be built for both the Power PC and Intel processors. And so today for the first time, I can confirm the rumors that every release of OS X has been compiled for both Power PC and Intel — this has been going on for the last five years. Just in case.”

Steve Jobs

2000s, WWDC 2005

Life , Secret , Time , Past

“You always have to keep pushing to innovate. Dylan could have sung protest songs forever and probably made a lot of money, but he didn’t. He had to move on, and when he did, by going electric in 1965, he alienated a lot of people. His 1966 Europe tour was his greatest…. The Beatles were the same way. They kept evolving, moving, refining their art. That’s what I’ve always tried to do — keep moving. Otherwise, as Dylan says, if you are not busy being born, you’re busy dying.”

Steve Jobs

As quoted in Steve Jobs (2011) by Walter Isaacson, p. 570
2010s

Money , People , Art , Way

“Rolling Stone: It's been 10 years since the PC revolution started. Rational people can debate about whether technology has made the world a better place –
Jobs: The world's clearly a better place. Individuals can now do things that only large groups of people with lots of money could do before. What that means is, we have much more opportunity for people to get to the marketplace — not just the marketplace of commerce but the marketplace of ideas. The marketplace of publications, the marketplace of public policy. You name it. We've given individuals and small groups equally powerful tools to what the largest, most heavily funded organizations in the world have. And that trend is going to continue. You can buy for under $10,000 today a computer that is just as powerful, basically, as one anyone in the world can get their hands on.”

Steve Jobs

1990s

Money , People , World , Idea

“Jobs: Let me compare it with IBM. How come the Mac group produced Mac and the people at IBM produced the PCjr? We think the Mac will sell zillions, but we didn’t build Mac for anybody else. We built it for ourselves. We were the group of people who were going to judge whether it was great or not. We weren’t going to go out and do market research. We just wanted to build the best thing we could build. When you’re a carpenter making a beautiful chest of drawers, you’re not going to use a piece of plywood on the back, even though it faces the wall and nobody will ever see it. You’ll know it’s there, so you’re going to use a beautiful piece of wood on the back. For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through.
Playboy: Are you saying that the people who made the PCjr don’t have that kind of pride in the product?
Jobs: If they did, they wouldn’t have turned out the PCjr.”

Steve Jobs

Steve Jobs, Playboy interview http://reprints.longform.org/playboy-interview-steve-jobs, Feb 1985
1980s

People , Beauty , Way , Thinking

“I feel like somebody just punched me in the stomach and knocked all my wind out. I'm only 30 years old and I want to have a chance to continue creating things. I know I've got at least one more great computer in me. And Apple is not going to give me a chance to do that.”

Steve Jobs

On his expulsion from any position of authority at Apple, after having invited John Sculley to become CEO, as quoted in Playboy (September 1987)
1980s

Feeling , Chance

“It will go down in history as a turning point for the music industry. This is landmark stuff. I can't overestimate it!”

Steve Jobs

On the iPod and the iTunes Music Store, as quoted in Fortune magazine (12 May 2003)
2000s

Music , History

“The desktop computer industry is dead. Innovation has virtually ceased. Microsoft dominates with very little innovation. That's over. Apple lost. The desktop market has entered the dark ages, and it's going to be in the dark ages for the next 10 years, or certainly for the rest of this decade.”

Steve Jobs

As quoted in "Steve Jobs: The Next Insanely Great Thing" in WIRED magazine (February 1996) http://www.wired.com/wired/archive/4.02/jobs_pr.html
1990s

Age , Dead

“Look at the design of a lot of consumer products — they're really complicated surfaces. We tried to make something much more holistic and simple. When you first start off trying to solve a problem, the first solutions you come up with are very complex, and most people stop there. But if you keep going, and live with the problem and peel more layers of the onion off, you can often times arrive at some very elegant and simple solutions. Most people just don't put in the time or energy to get there. We believe that customers are smart, and want objects which are well thought through.”

Steve Jobs

On the design of the iPod, as quoted in Newsweek (14 October 2006)
2000s

People , Problem , Time

“Jobs: Computers are actually pretty simple. We’re sitting here on a bench in this cafe [for this part of the Interview]. Let’s assume that you understood only the most rudimentary of directions and you asked how to find the rest room. I would have to describe it to you in very specific and precise instructions. I might say, “Scoot sideways two meters off the bench. Stand erect. Lift left foot. Bend left knee until it is horizontal. Extend left foot and shift weight 300 centimeters forward …” and on and on. If you could interpret all those instructions 100 times faster than any other person in this cafe, you would appear to be a magician: You could run over and grab a milk shake and bring it back and set it on the table and snap your fingers, and I’d think you made the milk shake appear, because it was so fast relative to my perception. That’s exactly what a computer does. It takes these very, very simple-minded instructions—”Go fetch a number, add it to this number, put the result there, perceive if it’s greater than this other number”—but executes them at a rate of, let’s say, 1,000,000 per second. At 1,000,000 per second, the results appear to be magic.”

Steve Jobs

1980s

Thinking , Appearance , Time , Parting

“I think if you do something and it turns out pretty good, then you should go do something else wonderful, not dwell on it for too long. Just figure out what's next.”

Steve Jobs

Source: "Jobs: Iconoclast and salesman" by Brian Williams, at MSNBC http://msnbc.msn.com/id/12974884/ (25 May 2006)

Thinking

“Playboy: Then for now, aren't you asking home-computer buyers to invest $3000 in what is essentially an act of faith?
Jobs: In the future, it won't be an act of faith. The hard part of what we're up against now is that people ask you about specifics and you can't tell them. A hundred years ago, if somebody had asked Alexander Graham Bell, "What are you going to be able to do with a telephone?" he wouldn't have been able to tell him the ways the telephone would affect the world. He didn't know that people would use the telephone to call up and find out what movies were playing that night or to order some groceries or call a relative on the other side of the globe. But remember that first the public telegraph was inaugurated, in 1844. It was an amazing breakthrough in communications. You could actually send messages from New York to San Francisco in an afternoon. People talked about putting a telegraph on every desk in America to improve productivity. But it wouldn't have worked. It required that people learn this whole sequence of strange incantations, Morse code, dots and dashes, to use the telegraph. It took about 40 hours to learn. The majority of people would never learn how to use it. So, fortunately, in the 1870s, Bell filed the patents for the telephone. It performed basically the same function as the telegraph, but people already knew how to use it. Also, the neatest thing about it was that besides allowing you to communicate with just words, it allowed you to sing.
Playboy: Meaning what?
Jobs: It allowed you to intone your words with meaning beyond the simple linguistics. And we're in the same situation today. Some people are saying that we ought to put an IBM PC on every desk in America to improve productivity. It won't work. The special incantations you have to learn this time are "slash q-zs" and things like that. The manual for WordStar, the most popular word-processing program, is 400 pages thick. To write a novel, you have to read a novel—one that reads like a mystery to most people. They're not going to learn slash q-z any more than they're going to learn Morse code. That is what Macintosh is all about. It's the first "telephone" of our industry. And, besides that, the neatest thing about it, to me, is that the Macintosh lets you sing the way the telephone did. You don't simply communicate words, you have special print styles and the ability to draw and add pictures to express yourself.”

Steve Jobs

Steve Jobs, Playboy, Feb 1985, as quoted in “Steve Jobs Imagines 'Nationwide' Internet in 1985 Interview” https://paleofuture.gizmodo.com/steve-jobs-imagines-nationwide-internet-in-1985-intervi-1671246589, Matt Novak, 12/15/14 2:20pm Paleofuture, Gizmodo.
1980s

People , World , Faith , Way

“Technology is nothing. What's important is that you have a faith in people, that they're basically good and smart, and if you give them tools, they'll do wonderful things with them. It's not the tools that you have faith in — tools are just tools. They work, or they don't work. It's people you have faith in or not. Yeah, sure, I'm still optimistic I mean, I get pessimistic sometimes but not for long. … The world's clearly a better place. Individuals can now do things that only large groups of people with lots of money could do before. What that means is, we have much more opportunity for people to get to the marketplace — not just the marketplace of commerce but the marketplace of ideas. The marketplace of publications, the marketplace of public policy. You name it. We've given individuals and small groups equally powerful tools to what the largest, most heavily funded organizations in the world have. And that trend is going to continue. You can buy for under $10,000 today a computer that is just as powerful, basically, as one anyone in the world can get their hands on.”

Steve Jobs

1990s, Rolling Stone interview (1994)

Money , Faith , People , World

“If you have a chance to go to New York I really encourage to go visit the store. This is one of the fifty-seven we now have.”

Steve Jobs

2000s, WWDC 2006

Chance