Walter Isaacson, Steve Jobs

"Unfortunately his Zen training never quite produced in him a Zen-like calm or inner serenity, and that too is part of his legacy. He was often tightly coiled and impatient, traits he made no effort to hide. Most people have a regulator between their mind and mouth that modulates their brutish sentiments and spikiest impulses. Not Jobs. He made a point of being brutally honest. "My job is to say when something sucks rather than sugar coat it," he said. This made him charismatic and inspiring, yet also, to use the technical term, an asshole at times."

"I was voluntarily poor when I was in college and India, and I lived a pretty simple life when I was working. So I went from fairly poor, which was wonderful because I didn't have to worry about money, to being incredibly rich, when i also didn't have to worry about money.' —Steve Jobs"

"I'd been very influenced by what I'd seen in Japan. Part of what I greatly admired there - and part of what we were lacking in our factory - was as sense of teamwork and discipline. If we didn't have the discipline to keep that place spotless, then we weren't going to have the discipline to keep all those machines running."

"Early on, Mike Markkula had taught Jobs to "impute" - to understand that people do judge a book by its cover - and therefore to make sure all the trappings and packaging of Apple signaled that there was a beautiful gem inside. Whether it's an i Pod Mini, or a Mac Book Pro, Apple customers know the feeling of opening up the well-crafted box and finding the product nestled in an inviting fashion. "Steve and I spend a lot of time on the packaging," said Ive. "I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story."

"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."

"One sticking point was that Jobs wanted his payout to be in cash. Amelio insisted that he needed to "have skin in the game" and take the payout in stock that he would agree to hold for at least a year."

"In ancient Rome, when a victorious general paraded through the streets, legend has it that he was sometimes trailed by a servant whose job it was to repeat to him, " Memento Mori": Remember you will die. A reminder of mortality would help the hero keep things in perspective, instill some humility. Job's memento mori had been delivered by his doctors, but it did not instill humility. Instead he roared back after his recovery with even more passion. The illness reminded him that he had nothing to lose, so he should forge ahead full speed. " He came back on a mission," said Cook. " Even though he was now running a large company, he kept making bold moves that I don't think anybody else would have done."

"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"

"Steve's head dropped and stared at his feet. After a weighty, uncomfortable pause, he issued a challenge that would haunt me for days. " Do you want to spend the rest of your life selling sugared water, or do you want a chance to change the world" Sculley felt as if he had been punched in the stomach. There was no response possible other than to acquiesce. " He had a uncanny ability to always get what he wanted, to size up a person and know exactly what to say to reach a person," Sculley recalled."

"Steve's sales pitch on the Ne XT operating system was dazzling," according to Amelio. " He praised the virtues and strengths as though he were describing a performance of Oliver as Macbeth."

"The thing that struck me was his intensity. Whatever he was interested in he would generally carry to an irrational extreme." Jobs had honed his trick of using stares and silences to master other people. " One of his numbers was to stare at the person he was talking to. He would stare into their fucking eyeballs, ask some question, and would want a response without the other person averting their eyes."

"The unified field theory that ties together Jobs personality and products begins with his most salient trait: his intensity. His silences could be as searing as his rants; he had taught himself to stare without blinking. Sometimes this intensity was charming, in a geeky way, such as when he was explaining the profundity of Bob Dylan's music or why whatever product he was unveiling at that moment was the most amazing thing that Apple had ever made. At other times it could be terrifying, such as when he was fulminating about Google or Microsoft ripping of Apple."

"It's a complex song, and it's fascinating to watch the creative process as they went back and forth and finally created it over a few months. Lennon was always my favorite Beatle. [ He laughs as Lennon stops during the first take and makes the band go back and revise a chord.] Did you hear that little detour they took? It didn't work, so they went back and started from where they were. It's so raw in this version. It actually makes the sound like mere mortals. You could actually imagine other people doing this, up to this version. Maybe not writing and conceiving it, but certainly playing it. Yet they just didn't stop. They were such perfectionists they kept it going This made a big impression on me when I was in my thirties. You could just tell how much they worked at this. They did a bundle of work between each of these recording. They kept sending it back to make it closer to perfect.[ As he listens to the third take, he points out how instrumentation has gotten more complex.] The way we build stuff at Apple is often this way. Even the number of models we'd make of a new notebook or i Pod. We would start off with a version and then begin refining and refining, doing detailed models of the design, or the buttons, or how a function operates. It's a lot of work, but in the end it just gets better, and soon it's like, " Wow, how did they do that?!? Where are the screws?"

"Not since the original Mac had a clarity of product vision so propelled a company into the future. " If anybody was ever wondering why Apple is on the earth, I would hold up this as a good example"

"There is something indefinable in an entrepreneur, and I saw that in Steve," he said. " He was interested not just in engineering, but also the business aspects. I taught him that if you act like you can do something, then it will work. I told him, " Pretend to be completely in control and people will assume that you are."

"Jobs obsessed over every aspect of the new building, from the overall concept to the tiniest detail regarding materials and construction. "Steve had this firm belief that the right kind of building can do great things for a culture," said Pixar's president Ed Catmull. Jobs controlled the creation of the building as if he were a director sweating each scene of a film. "The PIxar building was Steve's own movie," Lasseter said."

"Under Steve Jobs, there's zero tolerance for not performing," its CEO said. At another point, when VLSI Technology was having trouble delivering enough chips on time, Jobs stormed into a meeting and started shouting that they were "fucking dickless assholes." The company ended up getting the chips to Apple on time, and its executives made jackets that boasted on the back, "Team FDA."

"When he was turning thirty, Jobs had used a metaphor about record albums. He was musing about why folks over thirty develop rigid thought patterns and tend to be less innovative. " People get stuck in those patterns, just like grooves in a record, and they never get out of them, " he said. At age forty-five, Jobs was now about to get out of his groove."

"One of Job's business rules was to never be afraid of cannibalizing yourself. " If you don't cannibalize yourself, someone else will," he said. So even though an Iphone might cannibalize sales of an IPod, or an IPad might cannibalize sales of a laptop, that did not deter him."