Walter Isaacson Quotes

Ever since Apple's first brochure proclaimed "Simplicity is the ultimate sophistication," Jobs had aimed for the simplicity that comes from conquering complexities, not ignoring them. "It takes a lot of hard word," he said, "to make something simple, to truly understand the underlying challenges and come up with elegant solutions.

Jobs described Mike Markkula's maxim that a good company must "impute"- it must convey its values and importance in everything it does, from packaging to marketing. Johnson loved it. It definitely applied to a company's stores. " The store will become the most powerful physical expression of the brand," he predicted. He said that when he was young he had gone to the wood-paneled, art-filled mansion-like store that Ralph Lauren had created at Seventy-second and Madison in Manhattan. " Whenever I buy a polo shirt, I think of that mansion, which was a physical expression of Ralph's ideals," Johnson said. " Mickey Drexler did that with the Gap. You couldn't think of a Gap product without thinking of the Great Gap store with the clean space and wood floors and white walls and folded merchandise.

As Friedland had done and as Jobs would learn to do, he was able to turn charm into a cunning force, to cajole and intimidate and distort reality with the power of his personality

Jobs insisted that Apple focus on just two or three priorities at a time. “There is no one better at turning off the noise that is going on around him,” Cook said. “That allows him to focus on a few things and say no to many things. Few people are really good at that.

Form follows emotion

As much as Henry Kissinger wanted to attribute historical movement to impersonal forces, he too conceded to "the difference personalities make".