When I took a week’s vacation this summer, I turned this space over to smart people whom I respect. I let them do the work for me. I’m on vacation again this week. And, in that spirit, I’m going back to the well. Another six-pack of quotes I really like.

This time, they all come from Steve Jobs (if you like these, check out a bigger Steve Jobs quotes list). Consider this the intersection of the spirit of Thanksgiving and the world of branding. I am genuinely thankful for Apple. In the words of @edwardboches: Remaking any one industry is career-defining. Steve Jobs has remade four: computers, music, mobile, movies. On to the quotes…

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

“People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully.”

“We made the buttons on the screen look so good you’ll want to lick them.”

“Innovation distinguishes between a leader and a follower.”

“You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.”

“We don’t get a chance to do that many things, and every one should be really excellent. Because this is our life.”

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