Among its visionaries was the scientist Alan Kay, who had two great maxims that Jobs embraced: “The best way to predict the future is to invent it”

last.” Markkula wrote his principles in a one-page paper titled “The Apple Marketing Philosophy” that stressed three points. 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 d

“Our job is to figure out what they're going to want before they do. . . . People don't know what they want until you show it to them. That's why I never rely on market research. Our task is to read things that are not yet on the page.” – Steve Jobs

Jobs told the staff that Raskin was just a dreamer, whereas he was a doer and would get the Mac done in a year.