“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.”

“If you keep your eye on the profit, you’re going to skimp on the product. But if you focus on making really great products, then the profits will follow.”

“I want it to be as beautiful as possible, even if it's inside the box. A great carpenter isn't going to use lousy wood for the back of a cabinet, even though nobody's going to see it.”

“Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.”

“Bottom line is, I didn’t return to Apple to make a fortune. I’ve been very lucky in my life and already have one. When I was 25, my net worth was $100 million or so. I decided then that I wasn’t going to let it ruin my life. There’s no way you could ever spend it all, and I don’t view wealth as something that validates my intelligence.”

“When you’re young, you look at television and think, There’s aconspiracy. The networks have conspired to dumb us down. Butwhen you get a little older, you realize that’s not true. The networksare in business to give people exactly what they want. That’s a farmore depressing thought. Conspiracy is optimistic! You can shootthe bastards! We can have a revolution! But the networks are reallyin business to give people what they want. It’s the truth.”

“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 that you have something to lose. You are already naked...there is no reason not to follow your heart.”