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Everything at Apple can be best understood through the lens of designing. Whether it's designing the look and feel of the user experience, or the industrial design, or the system design, and even things like how the boards were laid out.

John Sculley

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John Sculley
Age: 85
Born: 1939
Born: April 6
Businessman
Businessperson
New York City
New York
Even
Whether
Apple
Things
Experience
Users
Like
Best
Boards
Look
Laid
Designing
Everything
Apples
User
Looks
Understood
Lens
Feel
Design
Lenses
Feels
System
Industrial

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If we hadn't put a man on the moon, there wouldn't be a Silicon Valley today
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The boards had to be beautiful in Steve [Jobs]'s eyes when you looked at them, even though when he created the Macintosh he made it impossible for a consumer to get in the box, because he didn't want people tampering with anything.
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Those lessons that I got along the way are the ones that have shaped my life for the last 20 years.
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Marketing is really theater. It's like staging a performance.
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In many cases, jobs that used to be done by people are going to be able to be done through automation. I don't have an answer to that. That's one of the more perplexing problems of society.
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Innovation, I believe, is the only way that America will regain the initiative in a global dynamic economy.
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The Mac defined personal technology, and the iPhone defines intimate technology as a convergence of communications, content and location.
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The new leaders face new tests such as how to lead in this idea-intensive, interdependent network environment
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If you spend too much time worrying about how other people perceive you, you'll never break the rules.
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The iPod is a perfect example of Steve's [Jobs] methodology of starting with the user and looking at the entire end-to-end system.
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If you repeat something long enough people believe it's what happened.
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Nothing will divide this nation more than ignorance, and nothing can bring us together better than an educated population.
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Steve [Jobs'] brilliance is his ability to see something and then understand it and then figure out how to put it into the context of his design methodology - everything is design.
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We expect teachers to handle teenage pregnancy, substance abuse, and the failings of the family. Then we expect them to educate our children.
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Innovation has never come through bureaucracy and hierarchy. It's always come from individuals.
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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.
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Steve [Jobs] and I spent months getting to know each other before I joined Apple. He had no exposure to marketing other than what he picked up on his own. This is sort of typical of Steve. When he knows something is going to be important, he tries to absorb as much as he possibly can.
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Marketing strategy is a series of integrated actions leading to a sustainable competitive advantage.
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