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Creativity, Page 6

Sure enough, when we took [the original iMac prototype] to the engineers, they said, ‘Oh.’ And they came up with 38 reasons. And I said, ‘No, no, we’re doing this.’ And they said, ‘Well, why?’ And I said, ‘Because I’m the CEO, and I think it can be done.’ And so they kind of begrudgingly did it. But then it was a big hit.

Steve Jobs, 2005

We tend to focus much more. People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I’m actually as proud of many of the things we haven’t done as the things we have done.

Steve Jobs, 2008

And so I haven’t got any sort of odd chip on my shoulder about proving anything to myself or anybody else. And remember, though the outside world looks at success from a numerical point of view, my yardstick might be quite different than that. My yardstick may be how every computer that’s designed from here on out will have to be at least as good as a Macintosh.

Steve Jobs, 1985