Quotes from Walter Isaacson

The company had not only a new logo, but a new name. No longer was it Next. It was NeXT. Others might not have understood the need to obsess over a logo, much less pay $100,000 for one. But for Jobs it meant that NeXT was starting life with a world-class feel and identity, even if it hadn't yet designed its first product. As Markkula had taught him, a great company must be able to impute its values from the first impression it makes.

Piense visualmente.

Tenho simpatia pela força de capacitação da ingenuidade››, diz Atkinson. ‹‹Uma vez que eu não sabia que não podia ser feito, fiquei capacitado para o fazer.

great company must be able to impute its values from the first impression it makes.

The knack is to get people to follow you, even to places they may not think they can go, by motivating them to share your sense of mission.

Evite los compartimentos estancos.

Fred Terman, un antiguo estudiante de doctorado de Vannevar Bush en el MIT que después sería decano de ingeniería de la Universidad de Stanford

counters, bleached wood floors, and a huge "Think Different" poster of John and Yoko in bed. The skeptics were wrong. Gateway stores had been averaging 250 visitors a week. By 2004 Apple stores were averaging 5,400

Steve. PAUL REINHOLD JOBS. Wisconsin-born Coast Guard seaman who, with his wife, Clara, adopted Steve in 1955. REED JOBS. Oldest child of Steve Jobs and Laurene Powell. RON JOHNSON. Hired by Jobs in 2000 to develop Apple's stores. JEFFREY KATZENBERG. Head of Disney Studios, clashed with Eisner and resigned in 1994 to cofound DreamWorks SKG. ALAN KAY. Creative

Seasons or Ritz-Carlton hotel. So Johnson sent his first five store managers through the Ritz-Carlton training

For his thirtieth and fortieth birthdays, Jobs had celebrated with the stars of Silicon Valley and other assorted celebrities. But when he turned fifty in 2005, after coming back from his cancer surgery, the surprise party that his wife arranged featured mainly his closest friends and professional colleagues. It was at the comfortable San Francisco home of some friends, and the great chef Alice Waters prepared salmon from Scotland

By expecting them to do great things, you can get them to do great things. The original Mac team taught me that A-plus players like to work together, and they don't like it if you tolerate B work. Ask any member of that Mac team. They will tell you it was worth the pain.

people who expect deference because they have a PhD and don't want to deal with ordinary people tend to be annoying.

One useful leadership talent is knowing when to push ahead against doubters and when to heed them.

While gambling at checkers with some shipmates, he formulated an "infallible rule," which was that "if two persons equal in judgment play for a considerable sum, he that loves money most shall lose; his anxiety for the success of the game confounds him." The rule, he decided, applied to other battles; a person who is too fearful will end up performing defensively and thus fail to seize offensive advantages.

The Analytical Engine has no pretensions whatever to originate anything

Publicity whiz who guided Jobs early on and remained a trusted advisor. M

He was not able to achieve inner calm. Kottke remembers him getting into a furious shouting match with a Hindu woman in a village marketplace who, Jobs alleged, had

them for at most $9.99. Jobs came in and offered publishers what he had refused to offer record companies: They could set any price they wanted for their

Recréese en la fantasía.

The more open and unstructured a workplace, he believed, the faster new ideas would be sparked

Simplicity is the ultimate sophistication," Jobs had aimed for the simplicity that comes from conquering complexities, not ignoring them. "It takes a lot of hard work," he said, "to make something simple, to truly understand the underlying challenges and come up with elegant solutions.

Taylor recalled that he ran into a brick wall every time he tried to deal with the suits back east. As the head of a Xerox research facility in Webster, New York, explained to him, "The computer will never be as important to society as the copier."73

strong personality was the topic that most interested me in my biographies of Franklin