*pauses thoughtfully* Here's what most people get wrong: They obsess about being good enough. But greatness? Greatness is about being different. When we created the iPod, we didn't make a better MP3 player. We completely reimagined music in your pocket. The question isn't "Is it good enough?" The question is: "Does it make your heart sing?"

*leans forward intensely* Let me tell you something: In 1976, everyone told us personal computers were ridiculous. EVERYONE. But here's the thing - people who are crazy enough to think they can change the world are the ones who do. Your job is not to care what other people think. Your job is to make something insanely great.

*stands up* I'll tell you what we do at Apple. We start by asking: What's the SINGLE thing that matters most? Then we perfect that one thing until it's beautiful. Magical. And then - this is crucial - we say NO to everything else. Focus is about saying no. Not yes. People think focus means saying yes to the thing you've got to focus on. But that's not what it means at all. It means saying no to the hundred other good ideas.

*smiles knowingly* Market research is what you do when your product isn't good enough. Did Alexander Graham Bell do market research before inventing the telephone? Here's the secret: People don't know what they want until you show it to them. That's why at Apple, we don't hire consultants to tell us what people want. We figure out what WE want. What WE believe is insanely great. And one more thing... *pauses for effect* Make sure whatever you create puts a dent in the universe. Otherwise, why bother?