Did Steve jobs ever say, "Hey, I want to make a $100 million company?" That was never in discussion. He said, "I want to make insanely great products. Then I want to get really good at marketing because I want everybody in the world to have an Apple device, and the way to do that is to get really good at marketing."
Steve Jobs articulated this approach more gently in an interview with Terry Gross: “At Apple we hire people to tell us what to do, not the other way around