Remembering that I'll be dead soon is the most important tool I've ever encountered to help me make the big choices in life. Because almost everythin… - Steve Jobs

Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose.

Remembering that I’ll be dead soon is the most important tool I’ve ever encountered to help me make the big choices in life. Because almost everything – all external expectations, all pride, all fear of embarrassment or failure – these things just fall away in the face of death, leaving only what is truly important.

If you wanna hire great people and have them stay working for you, you have to be run by ideas, not hierarchy. The best ideas have to win, otherwise good people don't stay.

You know, ultimately it comes down to taste. It comes down to trying to expose yourself to the best things that humans have done and then try to bring those things into what you're doing.

I am saddened, not by Microsoft's success — I have no problem with their success. They've earned their success, for the most part. I have a problem with the fact that they just make really third-rate products.