Deciding what not to do is as important as deciding what to do.

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You go to your TV to turn your brain off. You go to the computer when you want to turn your brain on.

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You can't look at the competition and say you're going to do it better. You have to look at the competition and say you're going to do it differently.

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Strategy is figuring out what not to do.

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If you keep your eye on the profit, you’re going to skimp on the product. But if you focus on making really great products, then the profits will follow.

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Focusing is about saying No.

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We hire people who want to make the best things in the world.

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The most precious resource we have is time.

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Whatever you do, you must never let the voice in your head control the brain in your heart.

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We're here to make a dent in the universe. Otherwise, why even be here? We're creating a completely new consciousness, like an artist or a poet. That’s how you have to think of this. We're rewriting the history of human thought with what we're doing.

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