“I love it when you can bring really great design and simple capability to something that doesn’t cost much,”

“Simplicity is the ultimate sophistication.”

For the rest of his career, Jobs would understand the needs and desires of customers better than any other business leader, he would focus on a handful of core products, and he would care, sometimes obsessively, about marketing and image and even the details of packaging.

people form an opinion about a company or product based on the signals that it conveys.

The first was empathy, an intimate connection with the feelings of the customer: “We will truly understand their needs better than any other company.” The second was focus: “In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.” The third and equally important principle, awkwardly

He emphasized that you should never start a company with the goal of getting rich. Your goal should be making something you believe in and making a company that will last.”

‘Pretend to be completely in control and people will assume that you are.’ ”

Abandoned. Chosen. Special. Those concepts became part of who Jobs was and how he regarded himself. His closest friends think that the knowledge that he was given up at birth left some scars. “I think his desire for complete control of whatever he makes derives directly from his personality and the fact that he was abandoned at birth,” said one

The Autobiography of a Yogi,