I was worth about over a million dollars when I was twenty three and over ten
when I was twenty three and over ten
when I was twenty three and over ten million dollars when I was 24 and over a
million dollars when I was 24 and over a
million dollars when I was 24 and over a hundred million dollars when I was
hundred million dollars when I was
hundred million dollars when I was twenty five and it wasn’t that important
twenty five and it wasn’t that important
twenty five and it wasn’t that important because I never did it for the money
because I never did it for the money
because I never did it for the money especially at that point in my life it
especially at that point in my life it
especially at that point in my life it was it was not the most important thing
was it was not the most important thing
was it was not the most important thing the most important thing was the company
the most important thing was the company
the most important thing was the company the people the products we were what we
the people the products we were what we
the people the products we were what we were going to enable people to do with
were going to enable people to do with
were going to enable people to do with these products what had been the focus
these products what had been the focus
these products what had been the focus of my entire adult life was gone and it
of my entire adult life was gone and it
of my entire adult life was gone and it was devastating
I didn’t see it then it turned out that
I didn’t see it then it turned out that getting fired from Apple was the best
getting fired from Apple was the best
getting fired from Apple was the best thing that could have ever happened to
thing that could have ever happened to
thing that could have ever happened to me
me
me the penalty for failure for going and
the penalty for failure for going and
the penalty for failure for going and trying to start a company in this valley
trying to start a company in this valley
trying to start a company in this valley is non-existent there really isn’t the
is non-existent there really isn’t the
is non-existent there really isn’t the penalty for failure either
penalty for failure either
penalty for failure either psychologically or economically in the
psychologically or economically in the
psychologically or economically in the sense that if you have a good idea you
sense that if you have a good idea you
sense that if you have a good idea you ghost go out to start your own company
ghost go out to start your own company
ghost go out to start your own company even if you fail you’re generally
even if you fail you’re generally
even if you fail you’re generally considered worth more to the company you
considered worth more to the company you
considered worth more to the company you left because you’ve gained all this
left because you’ve gained all this
left because you’ve gained all this valuable experience in many discipline
most people don’t get those experiences
most people don’t get those experiences because they’d never ask
people say you you have to have a lot of
people say you you have to have a lot of passion for what you’re doing and it’s
passion for what you’re doing and it’s
passion for what you’re doing and it’s totally true and the reason is is
totally true and the reason is is
totally true and the reason is is because it’s so hard that if you don’t
because it’s so hard that if you don’t
because it’s so hard that if you don’t any rational person would give up
any rational person would give up
any rational person would give up most people never pick up the phone and
most people never pick up the phone and
most people never pick up the phone and call most people never ask and that’s
call most people never ask and that’s
call most people never ask and that’s what separates sometimes the people that
what separates sometimes the people that
what separates sometimes the people that do things from the people that just
do things from the people that just
do things from the people that just dream about got it you got an act and
dream about got it you got an act and
dream about got it you got an act and you’ve got to be willing to fail you’ve
you’ve got to be willing to fail you’ve
you’ve got to be willing to fail you’ve got to be willing to crash and burn if
got to be willing to crash and burn if
got to be willing to crash and burn if you’re afraid of failing you won’t get
you’re afraid of failing you won’t get
you’re afraid of failing you won’t get very far
very far
very far people say you you have to have a lot of
people say you you have to have a lot of
people say you you have to have a lot of passion for what you’re doing and it’s
passion for what you’re doing and it’s
passion for what you’re doing and it’s totally true and the reason is is
totally true and the reason is is
totally true and the reason is is because it’s so hard that if you don’t
because it’s so hard that if you don’t
because it’s so hard that if you don’t any rational person would give up it’s
any rational person would give up it’s
any rational person would give up it’s really hard and you have to do it over a
really hard and you have to do it over a
really hard and you have to do it over a sustained period of time so if you don’t
sustained period of time so if you don’t
sustained period of time so if you don’t love it if you’re not having fun doing
love it if you’re not having fun doing
love it if you’re not having fun doing it you don’t really love it you’re gonna
it you don’t really love it you’re gonna
it you don’t really love it you’re gonna give up and that’s what happens to most
give up and that’s what happens to most
give up and that’s what happens to most people actually if you really look at
people actually if you really look at
people actually if you really look at that the ones that ended up you know
that the ones that ended up you know
that the ones that ended up you know being successful unquote in the eyes of
being successful unquote in the eyes of
being successful unquote in the eyes of society and the ones that didn’t
society and the ones that didn’t
society and the ones that didn’t oftentimes it’s the ones that are
oftentimes it’s the ones that are
oftentimes it’s the ones that are successful loved what they did so they
successful loved what they did so they
successful loved what they did so they could persevere well you know when it
could persevere well you know when it
could persevere well you know when it got really tough and and the ones that
got really tough and and the ones that
got really tough and and the ones that didn’t love it quit because they’re
didn’t love it quit because they’re
didn’t love it quit because they’re saying right who would want to put up
saying right who would want to put up
saying right who would want to put up with this stuff if you don’t love it so
with this stuff if you don’t love it so
with this stuff if you don’t love it so it’s a lot of hard work and and it’s a
it’s a lot of hard work and and it’s a
it’s a lot of hard work and and it’s a lot of worrying constantly and
lot of worrying constantly and
lot of worrying constantly and if you don’t love it you’re gonna fail
if you don’t love it you’re gonna fail
if you don’t love it you’re gonna fail so you got to love it you got to have
so you got to love it you got to have
so you got to love it you got to have passion and I think that’s the
passion and I think that’s the
passion and I think that’s the high-order bit the second thing is
high-order bit the second thing is
high-order bit the second thing is you’ve got to be you’ve got to be a
you’ve got to be you’ve got to be a
you’ve got to be you’ve got to be a really good talent scout because no
really good talent scout because no
really good talent scout because no matter how smart you are you need a team
matter how smart you are you need a team
matter how smart you are you need a team of great people and you’ve got to figure
of great people and you’ve got to figure
of great people and you’ve got to figure out how to add a size people up fairly
out how to add a size people up fairly
out how to add a size people up fairly quickly make decisions without knowing
quickly make decisions without knowing
quickly make decisions without knowing people too well and hire them and you
people too well and hire them and you
people too well and hire them and you know see how you do and refine your
know see how you do and refine your
know see how you do and refine your intuition and be able to to help you
intuition and be able to to help you
intuition and be able to to help you know build an organization that can
know build an organization that can
know build an organization that can eventually just you know build itself
eventually just you know build itself
eventually just you know build itself because you need great people around you
because you need great people around you
because you need great people around you a lot of people kind of mean they say
a lot of people kind of mean they say
a lot of people kind of mean they say well I want to be an entrepreneur and I
well I want to be an entrepreneur and I
well I want to be an entrepreneur and I go that’s great what’s your idea and
go that’s great what’s your idea and
go that’s great what’s your idea and they go well I don’t have one yet and I
they go well I don’t have one yet and I
they go well I don’t have one yet and I say well I think you should go get a job
say well I think you should go get a job
say well I think you should go get a job as a busboy or something so you find
as a busboy or something so you find
as a busboy or something so you find something you’re really passionate about
something you’re really passionate about
something you’re really passionate about because it’s a lot of work and I’m
because it’s a lot of work and I’m
because it’s a lot of work and I’m convinced that about half of what
convinced that about half of what
convinced that about half of what separates the successful entrepreneurs
separates the successful entrepreneurs
separates the successful entrepreneurs from the non successful ones is pure
from the non successful ones is pure
from the non successful ones is pure perseverance it is so hard you pour so
perseverance it is so hard you pour so
perseverance it is so hard you pour so much your life into this thing there are
much your life into this thing there are
much your life into this thing there are such rough moments in time that most
such rough moments in time that most
such rough moments in time that most people give up I don’t blame them it’s
people give up I don’t blame them it’s
people give up I don’t blame them it’s really tough and it consumes your life I
really tough and it consumes your life I
really tough and it consumes your life I mean if you’re if you’ve got a family
mean if you’re if you’ve got a family
mean if you’re if you’ve got a family and you’re in the early days of a
and you’re in the early days of a
and you’re in the early days of a company it’s I can’t imagine how one
company it’s I can’t imagine how one
company it’s I can’t imagine how one could do it I’m sure it’s it’s been done
could do it I’m sure it’s it’s been done
could do it I’m sure it’s it’s been done but it’s rough I mean because it’s a
but it’s rough I mean because it’s a
but it’s rough I mean because it’s a pretty much a you know an 18 hour a day
pretty much a you know an 18 hour a day
pretty much a you know an 18 hour a day job seven days a week for a while so
job seven days a week for a while so
job seven days a week for a while so unless you have a lot of passion about
unless you have a lot of passion about
unless you have a lot of passion about this you’re gonna not survive you’re
this you’re gonna not survive you’re
this you’re gonna not survive you’re gonna give it up so you got to have an
gonna give it up so you got to have an
gonna give it up so you got to have an idea of an ax or a problem or a wrong
idea of an ax or a problem or a wrong
idea of an ax or a problem or a wrong that you want to write that you’re
that you want to write that you’re
that you want to write that you’re passionate about otherwise you’re not
passionate about otherwise you’re not
passionate about otherwise you’re not going to have the perseverance to stick
going to have the perseverance to stick
going to have the perseverance to stick it through and I think that’s half the
it through and I think that’s half the
it through and I think that’s half the battle right there it’s hard to remember
battle right there it’s hard to remember
battle right there it’s hard to remember how bad it was you know in 19
how bad it was you know in 19
how bad it was you know in 19 early 80s with IBM taking over the world
early 80s with IBM taking over the world
early 80s with IBM taking over the world with the PC with das out there it was it
with the PC with das out there it was it
with the PC with das out there it was it was far worse than the Apple 2 and they
was far worse than the Apple 2 and they
was far worse than the Apple 2 and they tried to copy the Apple 2 and they’ve
tried to copy the Apple 2 and they’ve
tried to copy the Apple 2 and they’ve done a pretty bad job but if you needed
done a pretty bad job but if you needed
done a pretty bad job but if you needed to know a lot and so things were kind of
to know a lot and so things were kind of
to know a lot and so things were kind of slipping backwards and Macintosh was you
slipping backwards and Macintosh was you
slipping backwards and Macintosh was you saw the 1984 commercial but I hope you
saw the 1984 commercial but I hope you
saw the 1984 commercial but I hope you have that in your archives
have that in your archives
have that in your archives you know Macintosh was basically this
you know Macintosh was basically this
you know Macintosh was basically this this relatively small company you know
this relatively small company you know
this relatively small company you know in Cupertino California taking on the
in Cupertino California taking on the
in Cupertino California taking on the Goliath IBM I’m saying wait a minute
Goliath IBM I’m saying wait a minute
Goliath IBM I’m saying wait a minute your way is wrong this is not the way we
your way is wrong this is not the way we
your way is wrong this is not the way we want computers to go this is not the
want computers to go this is not the
want computers to go this is not the legacy we want to leave this is not what
legacy we want to leave this is not what
legacy we want to leave this is not what we want our kids to be learning this is
we want our kids to be learning this is
we want our kids to be learning this is wrong and we are going to show you the
wrong and we are going to show you the
wrong and we are going to show you the right way to do it and here it is it’s
right way to do it and here it is it’s
right way to do it and here it is it’s called Macintosh and this is so much
called Macintosh and this is so much
called Macintosh and this is so much better that it’s gonna beat you and we
better that it’s gonna beat you and we
better that it’s gonna beat you and we are gonna do it and that’s what Apple
are gonna do it and that’s what Apple
are gonna do it and that’s what Apple stood for you’ve just seen some pictures
stood for you’ve just seen some pictures
stood for you’ve just seen some pictures of Macintosh now I’d like to show you
of Macintosh now I’d like to show you
of Macintosh now I’d like to show you Macintosh in person all of the images
Macintosh in person all of the images
Macintosh in person all of the images you are about to see on the large screen
you are about to see on the large screen
you are about to see on the large screen will be generated by what’s in that bag
will be generated by what’s in that bag
will be generated by what’s in that bag a lot of people come to me they say well
a lot of people come to me they say well
a lot of people come to me they say well I want to be an entrepreneur and I go
I want to be an entrepreneur and I go
I want to be an entrepreneur and I go that’s great what’s your idea and they
that’s great what’s your idea and they
that’s great what’s your idea and they go well I don’t have one yet and I say
go well I don’t have one yet and I say
go well I don’t have one yet and I say well I think you should go get a job as
well I think you should go get a job as
well I think you should go get a job as a busboy or something until you find
a busboy or something until you find
a busboy or something until you find something you’re really passionate about
something you’re really passionate about
something you’re really passionate about because it’s a lot of work and I’m
because it’s a lot of work and I’m
because it’s a lot of work and I’m convinced that about half of what
convinced that about half of what
convinced that about half of what separates the successful entrepreneurs
separates the successful entrepreneurs
separates the successful entrepreneurs from the non successful ones is pure
from the non successful ones is pure
from the non successful ones is pure perseverance it is so hard you pour so
perseverance it is so hard you pour so
perseverance it is so hard you pour so much your life into this thing there are
much your life into this thing there are
much your life into this thing there are such rough moments in time that most
such rough moments in time that most
such rough moments in time that most people give up I don’t blame them it’s
people give up I don’t blame them it’s
people give up I don’t blame them it’s really tough and it consumes your life I
really tough and it consumes your life I
really tough and it consumes your life I mean if you’re if you’ve got a family
mean if you’re if you’ve got a family
mean if you’re if you’ve got a family and you’re in the early days of a
and you’re in the early days of a
and you’re in the early days of a company it’s I can’t imagine how one
company it’s I can’t imagine how one
company it’s I can’t imagine how one could do it I’m sure it’s been done but
could do it I’m sure it’s been done but
could do it I’m sure it’s been done but it’s rough for me because it’s a pretty
it’s rough for me because it’s a pretty
it’s rough for me because it’s a pretty much a you know an 18 hour a day job 7
much a you know an 18 hour a day job 7
much a you know an 18 hour a day job 7 days a week for a while so unless you
days a week for a while so unless you
days a week for a while so unless you have a lot of passion
have a lot of passion
have a lot of passion about this you’re gonna not survive
about this you’re gonna not survive
about this you’re gonna not survive you’re gonna give it up so you got to
you’re gonna give it up so you got to
you’re gonna give it up so you got to have an idea or a problem or a wrong
have an idea or a problem or a wrong
have an idea or a problem or a wrong that you want to write that you’re
that you want to write that you’re
that you want to write that you’re passionate about otherwise you’re not
passionate about otherwise you’re not
passionate about otherwise you’re not going to have the perseverance to stick
going to have the perseverance to stick
going to have the perseverance to stick it through and I think that’s half the
it through and I think that’s half the
it through and I think that’s half the battle right there
battle right there
battle right there [Music]
[Music]
[Music] and so things were kind of slipping
and so things were kind of slipping
and so things were kind of slipping backwards and McIntosh was you saw the
backwards and McIntosh was you saw the
backwards and McIntosh was you saw the 1984 commercial but I hope you have that
1984 commercial but I hope you have that
1984 commercial but I hope you have that in your archives
in your archives
in your archives you know Macintosh was basically this
you know Macintosh was basically this
you know Macintosh was basically this this relatively small company you know
this relatively small company you know
this relatively small company you know in Cupertino California taking on the
in Cupertino California taking on the
in Cupertino California taking on the Goliath IBM and saying wait a minute
Goliath IBM and saying wait a minute
Goliath IBM and saying wait a minute your way is wrong this is not the way we
your way is wrong this is not the way we
your way is wrong this is not the way we want computers to go this is not the
want computers to go this is not the
want computers to go this is not the legacy we want to leave this is not what
legacy we want to leave this is not what
legacy we want to leave this is not what we want our kids to be learning this is
we want our kids to be learning this is
we want our kids to be learning this is wrong and we are going to show you the
wrong and we are going to show you the
wrong and we are going to show you the right way to do it and here it is it’s
right way to do it and here it is it’s
right way to do it and here it is it’s called Macintosh and this is so much
called Macintosh and this is so much
called Macintosh and this is so much better than its gonna beat you
better than its gonna beat you
better than its gonna beat you and we are gonna do it and that’s what
and we are gonna do it and that’s what
and we are gonna do it and that’s what Apple stood for
Apple stood for
Apple stood for [Music]
tend to funnel us down into this
tend to funnel us down into this institutionalize man
and where people
and where people where people sometimes forget that that
where people sometimes forget that that
where people sometimes forget that that they’re very unique and that they have
they’re very unique and that they have
they’re very unique and that they have very unique feelings and perspectives
[Applause]
[Applause] truth be told I never graduated from
truth be told I never graduated from
truth be told I never graduated from college it was pretty scary at the time
college it was pretty scary at the time
college it was pretty scary at the time but looking back it was one of the best
but looking back it was one of the best
but looking back it was one of the best decisions I ever made the minute I
decisions I ever made the minute I
decisions I ever made the minute I dropped out I could stop taking the
dropped out I could stop taking the
dropped out I could stop taking the required classes that didn’t interest me
required classes that didn’t interest me
required classes that didn’t interest me and begin dropping in on the ones that
and begin dropping in on the ones that
and begin dropping in on the ones that looked far more interesting it wasn’t
looked far more interesting it wasn’t
looked far more interesting it wasn’t all romantic I didn’t have a dorm room
all romantic I didn’t have a dorm room
all romantic I didn’t have a dorm room so I slept on the floor in friends rooms
so I slept on the floor in friends rooms
so I slept on the floor in friends rooms I returned coke bottles for the 5 cent
I returned coke bottles for the 5 cent
I returned coke bottles for the 5 cent deposits to buy food with and I would
deposits to buy food with and I would
deposits to buy food with and I would walk the seven miles across town every
walk the seven miles across town every
walk the seven miles across town every Sunday night and much of what I stumbled
Sunday night and much of what I stumbled
Sunday night and much of what I stumbled into by following my curiosity and
into by following my curiosity and
into by following my curiosity and intuition turned out to be priceless
intuition turned out to be priceless
intuition turned out to be priceless later on we’ve got to find what you love
later on we’ve got to find what you love
later on we’ve got to find what you love and that is as true for work as it is
and that is as true for work as it is
and that is as true for work as it is for your lovers your work is going to
for your lovers your work is going to
for your lovers your work is going to fill a large part of your life and the
fill a large part of your life and the
fill a large part of your life and the only way to be truly satisfied is to do
only way to be truly satisfied is to do
only way to be truly satisfied is to do what you believe is great work and the
what you believe is great work and the
what you believe is great work and the only way to do great work is to love do
only way to do great work is to love do
only way to do great work is to love do if you haven’t found it yet keep looking
if you haven’t found it yet keep looking
if you haven’t found it yet keep looking and don’t settle as with all matters of
and don’t settle as with all matters of
and don’t settle as with all matters of the heart you’ll know when you find it
the heart you’ll know when you find it
the heart you’ll know when you find it and like any great relationship it just
and like any great relationship it just
and like any great relationship it just gets better and better and as the years
gets better and better and as the years
gets better and better and as the years roll on so keep looking don’t settle
roll on so keep looking don’t settle
roll on so keep looking don’t settle when I was 17 I read a quote if you live
when I was 17 I read a quote if you live
when I was 17 I read a quote if you live each day as if it was your last someday
each day as if it was your last someday
each day as if it was your last someday you’ll most certainly be right it made
you’ll most certainly be right it made
you’ll most certainly be right it made an impression on me and since then for
an impression on me and since then for
an impression on me and since then for the past 33 years I’ve looked in the
the past 33 years I’ve looked in the
the past 33 years I’ve looked in the mirror every morning and asked myself if
mirror every morning and asked myself if
mirror every morning and asked myself if today were the last day of my life what
today were the last day of my life what
today were the last day of my life what I want to do I’m about to do today and
I want to do I’m about to do today and
I want to do I’m about to do today and whenever the answer has been no for too
whenever the answer has been no for too
whenever the answer has been no for too many days in a row and now I need to
many days in a row and now I need to
many days in a row and now I need to chose remembering that all be dead soon
chose remembering that all be dead soon
chose remembering that all be dead soon is the most important rule I’ve ever
is the most important rule I’ve ever
is the most important rule I’ve ever encountered to help me make the big
encountered to help me make the big
encountered to help me make the big choices in life because almost
choices in life because almost
choices in life because almost everything all external expectations
everything all external expectations
everything all external expectations a fear of embarrassment failure these
a fear of embarrassment failure these
a fear of embarrassment failure these things just fall away in the face of
things just fall away in the face of
things just fall away in the face of death the aiming is truly important
death the aiming is truly important
death the aiming is truly important remembering that you are going to die is
remembering that you are going to die is
remembering that you are going to die is the best way I know to avoid the trap of
the best way I know to avoid the trap of
the best way I know to avoid the trap of thinking you have something towards you
thinking you have something towards you
thinking you have something towards you there is no reason to family fault
there is no reason to family fault
there is no reason to family fault about a year ago there was diagnosed
about a year ago there was diagnosed
about a year ago there was diagnosed with cancer I had a scan at 7:30 in the
with cancer I had a scan at 7:30 in the
with cancer I had a scan at 7:30 in the morning and it clearly showed it to
morning and it clearly showed it to
morning and it clearly showed it to I don’t even have to pay his price the
I don’t even have to pay his price the
I don’t even have to pay his price the doctors told me this was almost
doctors told me this was almost
doctors told me this was almost certainly a type of cancer that is
certainly a type of cancer that is
certainly a type of cancer that is incurable and I should expect to live no
incurable and I should expect to live no
incurable and I should expect to live no longer than three to six months my
longer than three to six months my
longer than three to six months my doctor advised me to go home and get my
doctor advised me to go home and get my
doctor advised me to go home and get my affairs
affairs
affairs which is doctors code for prepare
which is doctors code for prepare
which is doctors code for prepare it means to try and tell their kids
it means to try and tell their kids
it means to try and tell their kids everything you thought about the next
everything you thought about the next
everything you thought about the next ten minutes to tell it means to make
ten minutes to tell it means to make
ten minutes to tell it means to make sure everything is buttoned up to the
sure everything is buttoned up to the
sure everything is buttoned up to the baby’s face as possible
even people who need to go to heaven and
even people who need to go to heaven and yet death is the destination we all
yet death is the destination we all
yet death is the destination we all share no one has ever escaped it and
share no one has ever escaped it and
share no one has ever escaped it and that is as it should be because death is
that is as it should be because death is
that is as it should be because death is very likely the single best invention of
very likely the single best invention of
very likely the single best invention of life its life’s change agent it clears
life its life’s change agent it clears
life its life’s change agent it clears out the old to make way for the new
out the old to make way for the new
out the old to make way for the new right now the new is you your time is
right now the new is you your time is
right now the new is you your time is limited so don’t waste it living someone
limited so don’t waste it living someone
limited so don’t waste it living someone else’s life
else’s life
else’s life don’t be trapped by Dogma which is
don’t be trapped by Dogma which is
don’t be trapped by Dogma which is living with the results of other
living with the results of other
living with the results of other people’s thinking don’t let the noise of
people’s thinking don’t let the noise of
people’s thinking don’t let the noise of others opinions drown out your own inner
others opinions drown out your own inner
others opinions drown out your own inner voice and most important have the
voice and most important have the
voice and most important have the courage to follow your heart and
courage to follow your heart and
courage to follow your heart and intuition they somehow already know what
intuition they somehow already know what
intuition they somehow already know what you truly want to become
you truly want to become
you truly want to become everything else is secondary it was
everything else is secondary it was
everything else is secondary it was their farewell message as they signed
their farewell message as they signed
their farewell message as they signed off stay hungry stay foolish
off stay hungry stay foolish
off stay hungry stay foolish and I have always wished that for myself
and I have always wished that for myself
and I have always wished that for myself and now as you graduate to begin anew I
and now as you graduate to begin anew I
and now as you graduate to begin anew I wish that for you stay hungry stay
wish that for you stay hungry stay
wish that for you stay hungry stay foolish
my entire life’s been spent only in one
my entire life’s been spent only in one industry which is this one and but I’ve
industry which is this one and but I’ve
industry which is this one and but I’ve been in it for now for about 15 years
been in it for now for about 15 years
been in it for now for about 15 years and I’ve seen a lot of people make a lot
and I’ve seen a lot of people make a lot
and I’ve seen a lot of people make a lot of things I’ve seen a lot of people fail
of things I’ve seen a lot of people fail
of things I’ve seen a lot of people fail a lot of things and my my point of view
a lot of things and my my point of view
a lot of things and my my point of view on this or my observation is that the
on this or my observation is that the
on this or my observation is that the doers are the major thinkers the people
doers are the major thinkers the people
doers are the major thinkers the people that really create the things that
that really create the things that
that really create the things that change this industry are both the
change this industry are both the
change this industry are both the thinker doer in one person and if we
thinker doer in one person and if we
thinker doer in one person and if we really go back and we examine you know
really go back and we examine you know
really go back and we examine you know did Leonardo have a guy off to the side
did Leonardo have a guy off to the side
did Leonardo have a guy off to the side that was thinking five years out in the
that was thinking five years out in the
that was thinking five years out in the future what he would paint or the
future what he would paint or the
future what he would paint or the technology he would use to paint it of
technology he would use to paint it of
technology he would use to paint it of course not
course not
course not Leonardo was the artist but he also
Leonardo was the artist but he also
Leonardo was the artist but he also mixed all his own paints he also was a
mixed all his own paints he also was a
mixed all his own paints he also was a fairly good chemist knew about pigments
fairly good chemist knew about pigments
fairly good chemist knew about pigments knew about human anatomy and combining
knew about human anatomy and combining
knew about human anatomy and combining all of those skills together the art and
all of those skills together the art and
all of those skills together the art and the science the thinking and the doing
the science the thinking and the doing
the science the thinking and the doing was what resulted in the exceptional
was what resulted in the exceptional
was what resulted in the exceptional result and there is no difference in our
result and there is no difference in our
result and there is no difference in our industry the people that really made the
industry the people that really made the
industry the people that really made the contributions have been the thinkers and
contributions have been the thinkers and
contributions have been the thinkers and the doers a lot of people of course it’s
the doers a lot of people of course it’s
the doers a lot of people of course it’s very easy to take credit for the
very easy to take credit for the
very easy to take credit for the thinking the doing is more concrete but
thinking the doing is more concrete but
thinking the doing is more concrete but somebody is very easy for somebody say
somebody is very easy for somebody say
somebody is very easy for somebody say oh I thought of this three years ago but
oh I thought of this three years ago but
oh I thought of this three years ago but usually when you dig a little deeper you
usually when you dig a little deeper you
usually when you dig a little deeper you find that the people that really did it
find that the people that really did it
find that the people that really did it we’re also the people that really work
we’re also the people that really work
we’re also the people that really work through the hard intellectual problems
through the hard intellectual problems
through the hard intellectual problems as well we try to hire really smart
as well we try to hire really smart
as well we try to hire really smart people but we have a very simple
people but we have a very simple
people but we have a very simple organization and we try to focus and do
organization and we try to focus and do
organization and we try to focus and do very few things well and focusing is
very few things well and focusing is
very few things well and focusing is hard because focusing doesn’t mean
hard because focusing doesn’t mean
hard because focusing doesn’t mean saying yes it means saying no so we say
saying yes it means saying no so we say
saying yes it means saying no so we say we should we decide not to do a lot of
we should we decide not to do a lot of
we should we decide not to do a lot of things so we can focus on a few handfuls
things so we can focus on a few handfuls
things so we can focus on a few handfuls of things and do them well
of things and do them well
of things and do them well and I think you know everybody working
and I think you know everybody working
and I think you know everybody working the company wants to do something great
the company wants to do something great
the company wants to do something great they want to be excited about what
they want to be excited about what
they want to be excited about what they’re working and and they want to be
they’re working and and they want to be
they’re working and and they want to be recognized for it when if they do a
recognized for it when if they do a
recognized for it when if they do a really great job so we just try to allow
really great job so we just try to allow
really great job so we just try to allow people to do the best work of their
people to do the best work of their
people to do the best work of their lives at Apple and get it out to 25
lives at Apple and get it out to 25
lives at Apple and get it out to 25 million customers that we have and
million customers that we have and
million customers that we have and that’s very exciting and when you’re
that’s very exciting and when you’re
that’s very exciting and when you’re working on something you know this works
working on something you know this works
working on something you know this works out up to 25 million people are going to
out up to 25 million people are going to
out up to 25 million people are going to use this it’s very motivating
use this it’s very motivating
use this it’s very motivating and it’s not just 25 million of our
and it’s not just 25 million of our
and it’s not just 25 million of our customers but other companies tend to
customers but other companies tend to
customers but other companies tend to follow us you know it takes them a few
follow us you know it takes them a few
follow us you know it takes them a few years but other companies tend to copy
years but other companies tend to copy
years but other companies tend to copy what we do if it works and and so we can
what we do if it works and and so we can
what we do if it works and and so we can influence the whole industry
when I was a young kid there was a
when I was a young kid there was a widowed man that lived up the street and
widowed man that lived up the street and
widowed man that lived up the street and he was in his 80s he’s a little
he was in his 80s he’s a little
he was in his 80s he’s a little scary-looking and and I got to know him
scary-looking and and I got to know him
scary-looking and and I got to know him a little bit I think he might have paid
a little bit I think he might have paid
a little bit I think he might have paid me to cut his lawn or something and one
me to cut his lawn or something and one
me to cut his lawn or something and one day he said come on into my garage I
day he said come on into my garage I
day he said come on into my garage I want to show you something and he pulled
want to show you something and he pulled
want to show you something and he pulled out this dusty old rock tumbler it was a
out this dusty old rock tumbler it was a
out this dusty old rock tumbler it was a motor and a and a coffee can and a
motor and a and a coffee can and a
motor and a and a coffee can and a little you know band between and and he
little you know band between and and he
little you know band between and and he said come on with me we went out to the
said come on with me we went out to the
said come on with me we went out to the back and we got some just some rocks
back and we got some just some rocks
back and we got some just some rocks some regular old ugly rocks and we put
some regular old ugly rocks and we put
some regular old ugly rocks and we put them in the can with a little bit of
them in the can with a little bit of
them in the can with a little bit of liquid and a little bit of bug of grit
liquid and a little bit of bug of grit
liquid and a little bit of bug of grit powder and we closed the can up and he
powder and we closed the can up and he
powder and we closed the can up and he turned this motor on he said come back
turned this motor on he said come back
turned this motor on he said come back tomorrow and as Ken was making a you
tomorrow and as Ken was making a you
tomorrow and as Ken was making a you know racket as the stones were and I
know racket as the stones were and I
know racket as the stones were and I came back the next day and we took we
came back the next day and we took we
came back the next day and we took we open the can and we took out these
open the can and we took out these
open the can and we took out these amazingly beautiful polished rocks
the same common stones that had gone in
the same common stones that had gone in through rubbing against each other like
through rubbing against each other like
through rubbing against each other like this create a little bit of friction
this create a little bit of friction
this create a little bit of friction creating a little bit of noise had come
creating a little bit of noise had come
creating a little bit of noise had come out these beautiful polished rocks and
out these beautiful polished rocks and
out these beautiful polished rocks and that’s always been in my mind my
that’s always been in my mind my
that’s always been in my mind my metaphor for a team working really hard
metaphor for a team working really hard
metaphor for a team working really hard on something they’re passionate about is
on something they’re passionate about is
on something they’re passionate about is is that it’s through the team through
is that it’s through the team through
is that it’s through the team through that group of incredibly talented people
that group of incredibly talented people
that group of incredibly talented people bumping up against each other having
bumping up against each other having
bumping up against each other having arguments having fights sometimes making
arguments having fights sometimes making
arguments having fights sometimes making some noise and working together they
some noise and working together they
some noise and working together they polish each other and they polish the
polish each other and they polish the
polish each other and they polish the ideas and what comes out are these
ideas and what comes out are these
ideas and what comes out are these really beautiful stones so it’s hard to
really beautiful stones so it’s hard to
really beautiful stones so it’s hard to explain and it’s certainly not the
explain and it’s certainly not the
explain and it’s certainly not the result of one person I mean people like
result of one person I mean people like
result of one person I mean people like symbols so I’m the symbol of certain
symbols so I’m the symbol of certain
symbols so I’m the symbol of certain things but it really is it was a team
things but it really is it was a team
things but it really is it was a team effort on the Mac one of the things that
effort on the Mac one of the things that
effort on the Mac one of the things that really hurt Apple was after I left John
really hurt Apple was after I left John
really hurt Apple was after I left John Sculley got a very serious disease and
Sculley got a very serious disease and
Sculley got a very serious disease and that disease I’ve seen other people get
that disease I’ve seen other people get
that disease I’ve seen other people get it – it’s um it’s the disease of
it – it’s um it’s the disease of
it – it’s um it’s the disease of thinking that a really great idea is 90%
thinking that a really great idea is 90%
thinking that a really great idea is 90% of the work and then if you just tell
of the work and then if you just tell
of the work and then if you just tell your all these other people you know
your all these other people you know
your all these other people you know here’s this great idea then of course
here’s this great idea then of course
here’s this great idea then of course they can go off and make it happen and
they can go off and make it happen and
they can go off and make it happen and the problem with that is is that there’s
the problem with that is is that there’s
the problem with that is is that there’s a just a tremendous amount of
a just a tremendous amount of
a just a tremendous amount of craftsmanship in in-between a great idea
craftsmanship in in-between a great idea
craftsmanship in in-between a great idea and a great product and as you evolve
and a great product and as you evolve
and a great product and as you evolve that great idea it changes and grows it
that great idea it changes and grows it
that great idea it changes and grows it never comes out like it starts because
never comes out like it starts because
never comes out like it starts because you learn a lot more as you get into the
you learn a lot more as you get into the
you learn a lot more as you get into the subtleties of it and you also find
subtleties of it and you also find
subtleties of it and you also find there’s tremendous trade-offs that you
there’s tremendous trade-offs that you
there’s tremendous trade-offs that you have to make I mean you know there are
have to make I mean you know there are
have to make I mean you know there are there are just certain things you you
there are just certain things you you
there are just certain things you you can’t make electrons do there are
can’t make electrons do there are
can’t make electrons do there are certain things you can’t make plastic do
certain things you can’t make plastic do
certain things you can’t make plastic do or glass do and and as you get into or
or glass do and and as you get into or
or glass do and and as you get into or factories do or robots do and as you get
factories do or robots do and as you get
factories do or robots do and as you get into all these things designing a
into all these things designing a
into all these things designing a product is keeping 5,000 things in your
product is keeping 5,000 things in your
product is keeping 5,000 things in your brain these concepts
brain these concepts
brain these concepts and fitting them all together in in kind
and fitting them all together in in kind
and fitting them all together in in kind of continuing to push to fit them
of continuing to push to fit them
of continuing to push to fit them together in new and different ways to
together in new and different ways to
together in new and different ways to get what you want and every day you
get what you want and every day you
get what you want and every day you discover something new that is a new
discover something new that is a new
discover something new that is a new problem or a new opportunity to fit
problem or a new opportunity to fit
problem or a new opportunity to fit these things together a little
these things together a little
these things together a little differently and it’s that process that
differently and it’s that process that
differently and it’s that process that is the magic there needs to be someone
is the magic there needs to be someone
is the magic there needs to be someone who is sort of the keeper and reiterate
who is sort of the keeper and reiterate
who is sort of the keeper and reiterate ER of the vision because there’s just a
ER of the vision because there’s just a
ER of the vision because there’s just a ton of work to do and a lot of times you
ton of work to do and a lot of times you
ton of work to do and a lot of times you know when you have to walk a thousand
know when you have to walk a thousand
know when you have to walk a thousand miles and you take the first step it
miles and you take the first step it
miles and you take the first step it looks like a long ways and it really
looks like a long ways and it really
looks like a long ways and it really helps if there’s someone there saying
helps if there’s someone there saying
helps if there’s someone there saying well we’re one step closer you know that
well we’re one step closer you know that
well we’re one step closer you know that the goal definitely exists it’s not just
the goal definitely exists it’s not just
the goal definitely exists it’s not just a mirage out there so in a thousand and
a mirage out there so in a thousand and
a mirage out there so in a thousand and one little and sometimes larger ways the
one little and sometimes larger ways the
one little and sometimes larger ways the vision needs to be reiterated I do that
vision needs to be reiterated I do that
vision needs to be reiterated I do that a lot
and it’ll all work itself out a lot of
and it’ll all work itself out a lot of people come to me they say well I want
people come to me they say well I want
people come to me they say well I want to be an entrepreneur and I go that’s
to be an entrepreneur and I go that’s
to be an entrepreneur and I go that’s great what’s your idea they go well I
great what’s your idea they go well I
great what’s your idea they go well I don’t have one yet and I say well I
don’t have one yet and I say well I
don’t have one yet and I say well I think you should go get a job as a
think you should go get a job as a
think you should go get a job as a busboy or something until you find
busboy or something until you find
busboy or something until you find something you’re really passionate about
something you’re really passionate about
something you’re really passionate about because it’s a lot of work and I’m
because it’s a lot of work and I’m
because it’s a lot of work and I’m convinced that about half of what
convinced that about half of what
convinced that about half of what separates the successful entrepreneurs
separates the successful entrepreneurs
separates the successful entrepreneurs from the non successful ones is pure
from the non successful ones is pure
from the non successful ones is pure perseverance it is so hard you pour so
perseverance it is so hard you pour so
perseverance it is so hard you pour so much your life into this thing there are
much your life into this thing there are
much your life into this thing there are such rough moments in time that most
such rough moments in time that most
such rough moments in time that most people give up I don’t blame them it’s
people give up I don’t blame them it’s
people give up I don’t blame them it’s really tough and it consumes your life I
really tough and it consumes your life I
really tough and it consumes your life I mean if you’re if you’ve got a family
mean if you’re if you’ve got a family
mean if you’re if you’ve got a family and you’re in the early days of a
and you’re in the early days of a
and you’re in the early days of a company it’s I can’t imagine how one
company it’s I can’t imagine how one
company it’s I can’t imagine how one could do it I’m sure it’s it’s been done
could do it I’m sure it’s it’s been done
could do it I’m sure it’s it’s been done but it’s rough because it’s a pretty
but it’s rough because it’s a pretty
but it’s rough because it’s a pretty much you know a 18 hour a day job seven
much you know a 18 hour a day job seven
much you know a 18 hour a day job seven days a week for a while so unless you
days a week for a while so unless you
days a week for a while so unless you have a lot of passion about this you’re
have a lot of passion about this you’re
have a lot of passion about this you’re gonna not survive you’re gonna give it
gonna not survive you’re gonna give it
gonna not survive you’re gonna give it up so you got to have an idea or a
up so you got to have an idea or a
up so you got to have an idea or a problem or a wrong that you want to
problem or a wrong that you want to
problem or a wrong that you want to write that you’re passionate about
write that you’re passionate about
write that you’re passionate about otherwise you’re not going to have the
otherwise you’re not going to have the
otherwise you’re not going to have the perseverance to stick it through and I
perseverance to stick it through and I
perseverance to stick it through and I think that’s half the battle right there
think that’s half the battle right there
think that’s half the battle right there now that that’s why you need to do it
now that that’s why you need to do it
now that that’s why you need to do it young that’s why we started Apple we
young that’s why we started Apple we
young that’s why we started Apple we said you know we have absolutely nothing
said you know we have absolutely nothing
said you know we have absolutely nothing to lose I was 20 years old at the time
to lose I was 20 years old at the time
to lose I was 20 years old at the time woz was twenty four or five to me we
woz was twenty four or five to me we
woz was twenty four or five to me we have nothing to lose we have no families
have nothing to lose we have no families
have nothing to lose we have no families no children no houses woz had an old car
no children no houses woz had an old car
no children no houses woz had an old car you know I had a Volkswagen van I mean
you know I had a Volkswagen van I mean
you know I had a Volkswagen van I mean oh we were gonna lose is that our cars
oh we were gonna lose is that our cars
oh we were gonna lose is that our cars and the shirts off our back we had
and the shirts off our back we had
and the shirts off our back we had nothing to lose and we had everything to
nothing to lose and we had everything to
nothing to lose and we had everything to gain when we figured even if we crash
gain when we figured even if we crash
gain when we figured even if we crash and burn and lose everything the
and burn and lose everything the
and burn and lose everything the experience will have been worth ten
experience will have been worth ten
experience will have been worth ten times the cost so what did we have to
times the cost so what did we have to
times the cost so what did we have to lose there was no risk and that’s
you know I think that’s a very healthy
you know I think that’s a very healthy way to look at it
way to look at it
way to look at it some people say well you could have gone
some people say well you could have gone
some people say well you could have gone to college and been a lawyer well you’re
to college and been a lawyer well you’re
to college and been a lawyer well you’re right but you can go to college and be a
right but you can go to college and be a
right but you can go to college and be a lawyer when you’re 25 there’s nothing
lawyer when you’re 25 there’s nothing
lawyer when you’re 25 there’s nothing that stops you from doing that you
that stops you from doing that you
that stops you from doing that you really the only thing you really have in
really the only thing you really have in
really the only thing you really have in your life is time and if you invest that
your life is time and if you invest that
your life is time and if you invest that time in yourself to have great
time in yourself to have great
time in yourself to have great experiences that are gonna enrich you
experiences that are gonna enrich you
experiences that are gonna enrich you then you can’t possibly lose so I always
then you can’t possibly lose so I always
then you can’t possibly lose so I always advise people don’t wait do something
advise people don’t wait do something
advise people don’t wait do something when you’re young when you have nothing
when you’re young when you have nothing
when you’re young when you have nothing to lose and keep that in mind and I
to lose and keep that in mind and I
to lose and keep that in mind and I think that’s the best way not that
think that’s the best way not that
think that’s the best way not that people can’t start companies when
people can’t start companies when
people can’t start companies when they’re 50 I’ve seen that very
they’re 50 I’ve seen that very
they’re 50 I’ve seen that very successful companies but it’s a lot
successful companies but it’s a lot
successful companies but it’s a lot easier when you’re young and have
easier when you’re young and have
easier when you’re young and have nothing to lose and don’t have the
nothing to lose and don’t have the
nothing to lose and don’t have the responsibilities to other people that
responsibilities to other people that
responsibilities to other people that you will acquire later on in your life
you will acquire later on in your life
you will acquire later on in your life [Music]
[Music]
[Music] it’s hard to remember how bad it was you
it’s hard to remember how bad it was you
it’s hard to remember how bad it was you know in 1980s with IBM taking over the
know in 1980s with IBM taking over the
know in 1980s with IBM taking over the world with the PC with das out there it
world with the PC with das out there it
world with the PC with das out there it was it was far worse than the Apple –
was it was far worse than the Apple –
was it was far worse than the Apple – they tried to copy the Apple – and they
they tried to copy the Apple – and they
they tried to copy the Apple – and they done a pretty bad job and if you needed
done a pretty bad job and if you needed
done a pretty bad job and if you needed to know a lot and so things were kind of
to know a lot and so things were kind of
to know a lot and so things were kind of slipping backwards and Macintosh was you
slipping backwards and Macintosh was you
slipping backwards and Macintosh was you saw the 1984 commercial put that I hope
saw the 1984 commercial put that I hope
saw the 1984 commercial put that I hope you have that in your archives
you have that in your archives
you have that in your archives you know Macintosh was basically this
you know Macintosh was basically this
you know Macintosh was basically this this relatively small company you know
this relatively small company you know
this relatively small company you know in Cupertino California taking on the
in Cupertino California taking on the
in Cupertino California taking on the Goliath IBM and saying wait a minute
Goliath IBM and saying wait a minute
Goliath IBM and saying wait a minute your way is wrong this is not the way we
your way is wrong this is not the way we
your way is wrong this is not the way we want computers to go this is not the
want computers to go this is not the
want computers to go this is not the legacy we want to leave this is not what
legacy we want to leave this is not what
legacy we want to leave this is not what we want our kids to be learning this is
we want our kids to be learning this is
we want our kids to be learning this is wrong and we are going to show you the
wrong and we are going to show you the
wrong and we are going to show you the right way to do it and here it is it’s
right way to do it and here it is it’s
right way to do it and here it is it’s called Macintosh and this is so much
called Macintosh and this is so much
called Macintosh and this is so much better than its gonna beat you and we
better than its gonna beat you and we
better than its gonna beat you and we are gonna do it and that’s what Apple’s
are gonna do it and that’s what Apple’s
are gonna do it and that’s what Apple’s stood for things are packages of
stood for things are packages of
stood for things are packages of emphasis some things are emphasized in a
emphasis some things are emphasized in a
emphasis some things are emphasized in a product some things are not done as well
product some things are not done as well
product some things are not done as well and a product some things are chosen not
and a product some things are chosen not
and a product some things are chosen not to be done at all in a product and so
to be done at all in a product and so
to be done at all in a product and so different people make different choices
different people make different choices
different people make different choices and if the market tells us we’re making
and if the market tells us we’re making
and if the market tells us we’re making the wrong choices we listen to the
the wrong choices we listen to the
the wrong choices we listen to the market we’re just we’re just people
market we’re just we’re just people
market we’re just we’re just people running this company we’re trying to
running this company we’re trying to
running this company we’re trying to make great products for people and so
make great products for people and so
make great products for people and so we’re we have the at least the courage
we’re we have the at least the courage
we’re we have the at least the courage of our convictions to say we don’t think
of our convictions to say we don’t think
of our convictions to say we don’t think this is part of what makes a great
this is part of what makes a great
this is part of what makes a great product we’re gonna leave it out some
product we’re gonna leave it out some
product we’re gonna leave it out some people are gonna not like that they’re
people are gonna not like that they’re
people are gonna not like that they’re gonna call us names it’s not going to be
gonna call us names it’s not going to be
gonna call us names it’s not going to be in certain companies vested interests
in certain companies vested interests
in certain companies vested interests that we do that but we’re gonna take the
that we do that but we’re gonna take the
that we do that but we’re gonna take the heat because we want to make the best
heat because we want to make the best
heat because we want to make the best product in the world for customers we’re
product in the world for customers we’re
product in the world for customers we’re gonna instead focus our energy on these
gonna instead focus our energy on these
gonna instead focus our energy on these technologies which we think are in their
technologies which we think are in their
technologies which we think are in their ascendency and we think are gonna be the
ascendency and we think are gonna be the
ascendency and we think are gonna be the technologies for customers and you know
technologies for customers and you know
technologies for customers and you know what they’re paying us to make those
what they’re paying us to make those
what they’re paying us to make those choices that’s what a lot of customers
choices that’s what a lot of customers
choices that’s what a lot of customers pay us to do is to try to make the best
pay us to do is to try to make the best
pay us to do is to try to make the best products we can and if we succeed
products we can and if we succeed
products we can and if we succeed they’ll buy them and if we don’t they
they’ll buy them and if we don’t they
they’ll buy them and if we don’t they won’t yeah I didn’t know how to explain
won’t yeah I didn’t know how to explain
won’t yeah I didn’t know how to explain it then but I thought a lot about it
it then but I thought a lot about it
it then but I thought a lot about it since
since
since if you most things in life the dynamic
if you most things in life the dynamic
if you most things in life the dynamic range between average and the best is it
range between average and the best is it
range between average and the best is it most to the one all right like if you go
most to the one all right like if you go
most to the one all right like if you go to New York City and you get an average
to New York City and you get an average
to New York City and you get an average taxi cab driver versus the best taxi cab
taxi cab driver versus the best taxi cab
taxi cab driver versus the best taxi cab driver you know you’re probably gonna
driver you know you’re probably gonna
driver you know you’re probably gonna get to your destination with the best
get to your destination with the best
get to your destination with the best taxi cab maybe 30% faster you know in an
taxi cab maybe 30% faster you know in an
taxi cab maybe 30% faster you know in an automobile what’s the difference between
automobile what’s the difference between
automobile what’s the difference between an average and the best maybe how 20%
an average and the best maybe how 20%
an average and the best maybe how 20% the best CD player in an average CD
the best CD player in an average CD
the best CD player in an average CD player I don’t 20% so 2 to 1 is a big
player I don’t 20% so 2 to 1 is a big
player I don’t 20% so 2 to 1 is a big big dynamic range and in most of life
in software and it used to be the case
in software and it used to be the case in hardware to the difference between
in hardware to the difference between
in hardware to the difference between average and the best is fifty to one
average and the best is fifty to one
average and the best is fifty to one maybe a hundred to one easy okay
maybe a hundred to one easy okay
maybe a hundred to one easy okay I’ve very few things in life are like
I’ve very few things in life are like
I’ve very few things in life are like this but what I was lucky enough to
this but what I was lucky enough to
this but what I was lucky enough to spend my life in is like this and so
spend my life in is like this and so
spend my life in is like this and so I’ve built a lot of my success off
I’ve built a lot of my success off
I’ve built a lot of my success off finding these truly gifted people and
finding these truly gifted people and
finding these truly gifted people and not settling for B and C players but
not settling for B and C players but
not settling for B and C players but really going for the a players and I
really going for the a players and I
really going for the a players and I found something I found that when you
found something I found that when you
found something I found that when you get enough a players together when you
get enough a players together when you
get enough a players together when you go to through the incredible work to
go to through the incredible work to
go to through the incredible work to find you know five of these eight
find you know five of these eight
find you know five of these eight players they really like working with
players they really like working with
players they really like working with each other because they’ve never had a
each other because they’ve never had a
each other because they’ve never had a chance to do that before and they don’t
chance to do that before and they don’t
chance to do that before and they don’t want to work with B and C players and so
want to work with B and C players and so
want to work with B and C players and so it becomes self policing and they only
it becomes self policing and they only
it becomes self policing and they only want to hire more a players and so you
want to hire more a players and so you
want to hire more a players and so you build up these pockets of a players and
build up these pockets of a players and
build up these pockets of a players and it propagates and that’s what the Mac
it propagates and that’s what the Mac
it propagates and that’s what the Mac team was like they were all a players
team was like they were all a players
team was like they were all a players and these were extraordinarily talented
and these were extraordinarily talented
and these were extraordinarily talented people
people
people [Music]
[Music]
[Music] when we were building our Apple ones in
when we were building our Apple ones in
when we were building our Apple ones in the garage we knew exactly what they
the garage we knew exactly what they
the garage we knew exactly what they cost when we got into a factory in the
cost when we got into a factory in the
cost when we got into a factory in the Apple two days the accounting had this
Apple two days the accounting had this
Apple two days the accounting had this notion of a standard cost where you’d
notion of a standard cost where you’d
notion of a standard cost where you’d kind of set a standard cost and then at
kind of set a standard cost and then at
kind of set a standard cost and then at the end of a quarter you’d adjust it
the end of a quarter you’d adjust it
the end of a quarter you’d adjust it with a variance and I kept asking why
with a variance and I kept asking why
with a variance and I kept asking why did we do this and the answer was less
did we do this and the answer was less
did we do this and the answer was less just the way it’s done and after about
just the way it’s done and after about
just the way it’s done and after about six months of digging into this what I
six months of digging into this what I
six months of digging into this what I realized was the reason you do it is
realized was the reason you do it is
realized was the reason you do it is because you don’t really have good
because you don’t really have good
because you don’t really have good enough controls to know how much it
enough controls to know how much it
enough controls to know how much it costs so you guess and then you fix your
costs so you guess and then you fix your
costs so you guess and then you fix your guess at the end of the quarter and the
guess at the end of the quarter and the
guess at the end of the quarter and the reason you don’t know how much it cost
reason you don’t know how much it cost
reason you don’t know how much it cost is because your information systems
is because your information systems
is because your information systems aren’t good enough so but nobody said it
aren’t good enough so but nobody said it
aren’t good enough so but nobody said it that way and so later on when we
that way and so later on when we
that way and so later on when we designed this automated factory for
designed this automated factory for
designed this automated factory for Macintosh we were able to get rid of a
Macintosh we were able to get rid of a
Macintosh we were able to get rid of a lot of these antiquated concepts and
lot of these antiquated concepts and
lot of these antiquated concepts and know exactly what something costs to the
know exactly what something costs to the
know exactly what something costs to the second so in business a lot of things or
second so in business a lot of things or
second so in business a lot of things or I call it folklore they’ve done because
I call it folklore they’ve done because
I call it folklore they’ve done because they were done yesterday and the day
they were done yesterday and the day
they were done yesterday and the day before and so what that means is is if
before and so what that means is is if
before and so what that means is is if you’re willing to sort of ask a lot of
you’re willing to sort of ask a lot of
you’re willing to sort of ask a lot of questions and think about things and
questions and think about things and
questions and think about things and work really hard you can learn business
work really hard you can learn business
work really hard you can learn business pretty fast it’s not the heart not
pretty fast it’s not the heart not
pretty fast it’s not the heart not rocket science it’s not rocket science
rocket science it’s not rocket science
rocket science it’s not rocket science no
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