The main thing in our design is that we have to make things intuitively obvious. - Walter Isaacson

"if you didn't voice your opinion, [Steve Jobs] would mow you down," said Cook. "He takes contrary positions to create more discussion, because it may lead to a better result. So if you don't feel comfortable disagreeing, then you'll never survive."

People who know what they’re talking about don’t need PowerPoint.

If we want to resist the powers that threaten to suppress intellectual and individual freedom, we must be clear what is at stake,” he said. “Without such freedom there would have been no Shakespeare, no Goethe, no Newton, no Faraday, no Pasteur, no Lister.” Freedom was a foundation for creativity.