“Remembering that I'll be dead soon is the most important tool for making the big choices in life… external expectations, all pride, all fear of embarrassment or failure just fall away in the face of death, leaving only what is truly important.”

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“Deciding what not to do is as important as deciding what to do.”

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“If Apple is going to succeed, we're going to win on innovation And you can't win on innovation unless you have a way to communicate to customers.”

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“Every once in a while, I find myself in the presence of purity—purity of spirit and love—and I always cry. It always just reaches in and grabs me.”

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“We at Apple had forgotten who we were. One way to remember who you are is to remember who your heroes are.”

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“Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo... They push the human race forward because the people who are crazy enough to think they can change the world are the ones who do.”

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“Steve Jobs came of age in this time... saw the power of government and corporations as the enemy, not because they were big, per se, but because they squashed the spirit of the individual... Thus was born Apple Computer, a company with a purpose—to give the individual the power to stand up to established power, to empower the dreamers and the idealists to challenge the status quo and succeed.”

— Simon Sinek 1973 CE –
from Start With Why

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