Quotes from Walter Isaacson

There Paul tried to pass along his love of mechanics and cars. "Steve, this is your workbench now," he said as he marked off a section of the table in their garage.

Apple's design mantra would remain the one featured on its first brochure: "Simplicity is the ultimate sophistication.

look carefully and separately at each detail. He compared it to looking at the page of a book, which is meaningless when taken in as a whole and instead needs to be looked at word by word. Deep observation must be done in steps: "If you wish to have a sound knowledge of the forms of objects, begin with the details of them, and do not go on to the second step until you have the first well fixed in memory."23

Instead he had a trait that was just as useful in promoting collaborative creativity and managing a team: he was decisive. More important, his decisiveness was based not on emotion or personal favoritism but rather on a rational and precise analysis of options.

Gates was, after all, a serial stealer of computer time, and he had manipulated passwords to hack into accounts from eighth grade through his sophomore year at Harvard. Indeed, when he claimed in his letter that he and Allen had used more than $40,000 worth of computer time to make BASIC, he omitted the fact that he had never actually paid for that time and that much of it was on Harvard's military-supplied computer, funded by American taxpayers.

Jobs's ambition was to build a company that would endure, and he asked Markkula what the formula for that would be. Markkula replied that lasting companies know how to reinvent themselves. Hewlett-Packard had done that repeatedly; it started as an instrument company, then became a calculator company, then a computer company.

Fans inside computers were not Zen-like; they distracted.

I wanted to buy it because I was really into computer graphics," Jobs recalled. "I realized they were way ahead of others in combining art and technology, which is what I've always been interested in.

Intuition is a very powerful thing, more powerful than intellect, in my opinion. That's had a big impact on my work.

Won't Work." Apple's former chief financial officer

Paul e Clara Jobs eram pais amorosos e estavam dispostos a adaptar suas vidas à situação de ter um filho que era muito inteligente — e também teimoso. Eles se esforçariam muito para servi-lo, tratá-lo como alguém especial.

When I realized that I was smarter than my parents, I felt tremendous shame for having thought that.

Steve Jobs, Al Alcorn

If you just sit and observe, you will see how restless your mind is. If you try to calm it, it only makes it worse, but over time it does calm, and when it does, there's room to hear more subtle things—that's when your intuition starts to blossom and you start to see things more clearly and be in the present more.

in a way that Sony, which had all the assets and heritage, never could accomplish.

They all knew they were expected to be deferential to Jobs while also pushing back on his ideas and being willing to argue—a tricky balance to maintain, but each did it well. "I realized very early that if you didn't voice your opinion, he would mow you down," said Cook. "He takes contrary positions to create more discussion, because it may lead to a better result. So if you don't feel comfortable disagreeing, then you'll never survive.

This entailed switching around by hand ENIAC's rat's nest of cables and resetting its switches. At first the programming seemed to be a routine, perhaps even menial task, which may have been why it was relegated to women, who back then were not encouraged to become engineers. But what the women of ENIAC soon showed, and the men later came to understand, was that the programming of a computer could be just as significant as the design of its hardware.

Remembering that I'll be dead soon is the most important tool I've ever encountered to help me make the big choices in life. Because 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.

she was a child. She had a secret that she rarely mentioned to anyone: She had been married before, but her husband had been killed in the war. So when she met Paul Jobs on that first date, she was primed to start a new life. Like many who lived through the war, they had experienced enough excitement that, when it was over, they desired simply to settle down, raise a family, and lead

Thomas Carlyle afirmaba que «la historia del mundo no es sino la biografía de grandes hombres»

In ancient Rome, when a victorious general paraded through the streets, legend has it that he was sometimes trailed by a servant whose job it was to repeat to him, "Memento mori": Remember you will die. A reminder of mortality would help the hero keep things in perspective, instill some humility.

Paul Jobs was then working at Spectra-Physics, a company in nearby Santa Clara that made lasers for electronics and medical products. As a machinist, he crafted the prototypes of products that the engineers were devising.

We believe we have a moral responsibility to keep porn off the iPhone," Jobs declared in an email to a customer. "Folks who want porn can buy an Android.

I think you still have to think differently to buy an Apple computer," he said. "The people who buy them do think different. They are the creative spirits in this world, and they're out to change the world. We make tools for those kinds of people.