John DiJulius | Customer Experience Blog

Favorite Steve Jobs Quotes

Find something you love so much, you can’t wait for the sun to rise

Steve Jobs

Great leaders rally people to a better future

Steve Jobs

Don’t sell products, services, or jobs, sell dreams & a vision

Steve Jobs

Leaders are fascinated by the future, you are a leader if, and only if, you are restless for change, impatient for progress, and deeply dissatisfied with the status quo. As a leader you are never satisfied with the present, because in your head you can see a better future, and the friction between what is and what could be burns you, stirs you, propels you forward.

Steve Jobs

Make a dent in the universe

Steve Jobs

“I’m convinced that about half of what separates the successful entrepreneurs from the non successful ones is pure perseverance. It is so hard. You put so much of your life into this thing. There are such rough moments in time that I think most people give up. I don’t blame them. It’s really touch and it consumes your life. If you’ve got a family and you’re in the early days of a company, I can’t imagine how one could do it. I’m sure it’s been done, but it’s rough. It’s pretty much an eighteen hour day job seven days a week for awhile. Unless you’ve got a lot of passion for this, you’re not going to survive. You’re going to give it up. So you’ve got to have an idea, or a problem, or a wrong you want to right that you’re passionate about, otherwise you’re not going to have the perseverance to stick it through. I think that’s half the battle right there.”

Steve jobs

“Being the richest man in the cemetery doesn’t matter to me. Going to bed at night saying ‘we’ve done something wonderful’—that’s what matters to me.”

Steve jobs

“If you pursue ideas with the goal of getting rich, you may have a small chance of succeeding. More likely, you’ll give up when the inevitable hurdles arise.”

Steve jobs

‘Breakthrough innovation—the kind that moves society forward—will be much, much harder to achieve. Innovation occurs when someone is obsessively passionate about a particular subject, whether it’s building computers that delight consumers, creating technologies that reduce the world’s dependence on fossil fuels, developing life-saving medicines, cultivating an exceptionally engaging workplace, or any number of other ventures that improve the human condition. The people who obsess over these ideas cannot imagine doing anything else. Thinking about the subject consumes them, energizes them, and ultimately inspires them to create breakthrough companies, products and services.”

“Passion won’t protect you against setbacks, but it will insure that no failure is ever final.”

“Passion is the emotional fuel that drives your vision. It’s what you hold onto when your ideas are challenged and people turn you down, when you are rejected by ‘experts’ and the people closest to you. It’s the fuel that keeps you going when there is no outside validation for your dream.”

There is a terrible moment when failure is staring in the face. And actually, if you persevere a bit longer you’ll start to climb out of it.

“I’ve always thought that schoolchildren should be marked by the number of failures they’ve had. The child who tries strange things and experiences lots of failures to get there is probably more creative.”

Don’t let your obsession die. Embrace it, revel in it, and use it to stand apart. Follow your heart and not the crowd.

A bold vision inspires team members and turns them into evangelists for a project. And evangelists can, beyond a doubt, change the world.

“The only way to come up with something new—something world changing—is to think outside of the constraints everyone else has. You have to think outside of the artificial limits everyone else has already set.”

Passion is meaningless without vision.

A vision is how you will make the world a better place.

People surround themselves with interesting people who expand their domain of knowledge.

Spend fifteen minutes a day asking questions that challenge the status quo. Instead of asking “how?” use questions that begin with “why?” and “what if?”

It is hard to design by focus groups because most of the time people don’t know what they want until you show it to them.

Steve jobs

Get closer than ever to your customers. So close, in fact, that you tell them what they need well before they realize it themselves. “More than Apple listening to us, it’s us who listens to Apple.”

Listening to your customers is acceptable for driving incremental innovation, but it hardly generate breakthroughs. A better description for what Apple delivers is called a technological epiphany. A vision of what the customer  will want in the future. In this way, Apple changes the way you see the world.

Filling a gap customers didn’t know they had.

Transformational breakthroughs are rarely the result of focus groups. Customers didn’t ask for the itunes store, but today they can’t live without it. Customers didn’t ask for the iphone, but today millions of people can’t live without it.

‘To do a good job of those things we decided to do, we must eliminate all the unimportant opportunities, select from the remainder only those that we have the resources to do well, and concentrate our efforts on them.”

  • What are you deeply passionate about?
  • What are you genetically coded for—what activities do you feel you are made to do?
  • What makes economic sense—what can you make a living at?

“To succeed in any business, you need an exceptionally clear vision.” “And to me, a vision is something you can say in one sentence.”

Steve jobs

As long as you have an idea that improves someone’s life or moves society forward, then you have a story to tell. It’s up to you to communicate your story in a way that inspires, energizes and excites your listeners.

First, you need to believe in yourself. Don’t waiver. There will be people—and I’m talking about the vast majority of people, practically everybody you’ll ever meet—who just think in black and white terms.

The key to successful innovation is matching your passion with an aptitude – core competency

He painted a picture of how it would change everything about the way we worked, educated our children, and entertained ourselves. You couldn’t help but to buy in.

A noble purpose inspires sacrifice, stimulates innovation and encourages perseverance. In doing so, it transforms great talent into exceptional accomplishment.

Compelling vision is far different from a mission statement. Traditional mission statements are long, convoluted paragraphs, typically drawn up by committee, and destined to be tucked into a drawer somewhere and largely forgotten. Not one business professional I’ve ever met, not one, has ever been able to recite his or her company’s mission word for word. If you cannot remember I, then why bother? Toss the mission statement. It’s a was of time. Make a vision instead; it’s far more inspiring.

A vision is a picture of a better world that your products or service makes possible. Captivating visions inspires investors, employees and customers, and best of all, they inspire those stakeholders to become evangelists for the organization. An inspiring vision meets three criteria. It’s specific, concise, and consistent.

Epiphanies rarely occur in familiar surroundings. The key to “thinking differently” is to perceive things differently, through the lenses of a trailblazer. And to see things through these lenses, you must force your brain to make connections it otherwise would have missed. It sounds difficult, but there are simple ways to get the creative juices flowing.

Scientists who have studied innovation, creativity, and brain behavior say the answer is to bombard the brain with new experiences.

Successful innovators engage in active experimentation, whether it’s intellectual exploration, physical tinkering, or seeking out new surroundings.

“Let’s go invent tomorrow instead of wondering about what happened yesterday.”

So why can’t most companies innovate the way apple does? Because they lack two things: Jobs’s commitment to excellence and Jobs’s commitment to the customer experience.

It is a simple idea that grew out of an understanding of his customers, not asking them, but knowing them.

Your customers don’t care about you. They don’t care about your product or service.  They care about themselves, their dreams, their goals. Now, they will care much more if you help them reach their goals, and to do that, you must understand their goals, as well as their needs and deepest desires.


“Love is like a puzzle, hard to piece together, but beautiful when all the right pieces are put together”


“You’ve gotta start with the customer experience and work backwards to the technology”


“Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected”
— Steve Jobs

“Design is not just what it looks like and feels like. Design is how it works.”
— Steve Jobs

You’ve got to find what you love

You can’t connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future.

You have to trust in something — your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.

Sometimes life hits you in the head with a brick. Don’t lose faith. I’m convinced that the only thing that kept me going was that I loved what I did. You’ve got to find what you love. And that is as true for your work as it is for your lovers. Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it. And, like any great relationship, it just gets better and better as the years roll on. So keep looking until you find it. Don’t settle.

If you live each day as if it was your last, someday you’ll most certainly be right

I have looked in the mirror every morning and asked myself: “If today were the last day of my life, would I want to do what I am about to do today?” And whenever the answer has been “No” for too many days in a row, I know I need to change something.

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. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.

No one wants to die. Even people who want to go to heaven don’t want to die to get there. And yet death is the destination we all share. No one has ever escaped it. And that is as it should be, because Death is very likely the single best invention of Life. It is Life’s change agent. It clears out the old to make way for the new. Right now the new is you, but someday not too long from now, you will gradually become the old and be cleared away. Sorry to be so dramatic, but it is quite true.

Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma — which is living with the results of other people’s thinking. Don’t let the noise of others’ opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.

Stay Hungry. Stay Foolish.


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