No Great Marketing Decisions Have

The Real Challenge Is Not To Get People To Remember More, But To Get Them To Understand Better. We're Just Now Beginning To Be Able To Show What We Can Implement With Technological Tools. I Think Our Interest At Apple Is To Be The Provider Of The Instruments That Will Help Educators And Students Create And Entirely New Kind Of Learning Than What We Have Now.

Implementers Aren't Considered Bozos Anymore

Insatiable Curiosity Is Infectious To Everyone Around You. We Live In An Era Today Where We Can Get The Answers For Everything. In My Generation, Going To School Meant Learning The Answers. Today, Education Should Be More About Knowing What The Right Questions Are. The Answers Come For Free.

Apple No Longer Builds Any Products. When I Was There, People Used To Call Apple "a Vertically Integrated Advertising Agency," Which Was Not A Compliment.

Apple Is So Focused On Its Vision That It Does Things In A Very Careful, Deliberate Way.