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“To achieve consistently terrific customer service, you must hire wonderful people who believe in your company's goals, habitually do better than the norm and who will love their jobs; make sure that their ideas and opinions are heard and respected; then give them the freedom to help and solve problems for your customers. Rather than providing rules or scripts, you should ask them to treat the customer as they themselves would like to be treated - which is surely the highest standard.”

“The system is that there is no system. That doesn't mean we don't have process. Apple is a very disciplined company, and we have great processes. But that's not what it's about. Process makes you more efficient ... But innovation comes from people meeting up in the hallways or calling each other at 10:30 at night with a new idea, or because they realized something that shoots holes in how we've been thinking about a problem. It's ad hoc meetings of six people called by someone who thinks he has figured out the coolest new thing ever and who wants to know what other people think of his idea.”

“Well, the film's not only pricking the pomposity of the Church, it's pricking the pomposity, and sometimes you would think fraudulence, of the insurance companies. I had never read anything like this until I was doing the film, but Mark [Joffe, the director] and people showed me stuff where, like a flood, it mattered where the water came from. If you're flooded from above, you get the money; if you're flooded from below, you don't. What's that about?”

“People are definitely a company's greatest asset. It doesn't make any difference whether the product is cars or cosmetics. A company is only as good as the people it keeps.”

“Governments don't want a population capable of critical thinking, they want obedient workers, people just smart enough to run the machines and just dumb enough to passively accept their situation.You have no choice. You have owners. They own you. They own everything. They own all the important land. They own, and control the corporations. They've long since bought, and paid for the Senate, the Congress, the state houses, the city halls, they got the judges in their back pockets and they own all the big media companies, so they control just about all of the news and information you get to hear.”

“I wish people were more like animals. Animals don't try to change you or make you fit in. They just enjoy the pleasure of your company. Animals aren't conditional about friendships. Animals like you just the way you are. They listen to your problems, they comfort you when you're sad, and all they ask in return is a little kindness.”

“I have always preferred the company of older people. No one in the history of the world has had less interest in the young than I do. I am not interested in what young people are thinking. They're thinking less than old people, of course. I mean, what could they be thinking? And what are they doing? They're doing the same stupid things you did.”

“Men of genius are rarely much annoyed by the company of vulgar people, because they have a power of looking at such persons as objects of amusement of another race altogether.”

“Our approach is to think of companies not as businesses but as collections of people. We [Apple]want to qualitatively change the way people work. We don't just want to help them do word processing faster or add numbers faster. We want to change the way they can communicate with one another. We're seeing less paper flying around and more quality of communication.”

“Many companies are disappointing the citizens of this world by manipulating labor rates, putting horse meat instead of beef out there, or thinking it's totally acceptable to make a T-shirt from a collapsing factory. Increasingly, people don't want to work for these companies, and consumers don't want to buy from them.”

“If you work at an insurance company that sells premiums you wouldn't even sell to your mother, how happy would you feel to work there? It's going to eat you up. It might last a few years, but it doesn't attract the best people, and it certainly doesn't create the energy and engagement you need to be a long-term performing company.”

“There is a set of harmless liars, frequently to be met with in company, who deal much in the marvellous. Their usual intention is to please and entertain; but as men are most delighted with what they conceive to be the truth, these people mistake the means of pleasing, and incur universal blame.”

“I don't think I'm a risk-taker. I don't think any entrepreneur is. I think that's one of those myths of commerce. The new entrepreneur is more values-led: you do what looks risky to other people because that's what your convictions tell you to do. Other companies would say I'm taking risks, but that's my path - it doesn't feel like risk to me.”

“The millions currently trapped in poverty and despair are a tremendous untapped resource. Just think of what it would mean for America to gain full use of the talents and abilities of all her people. They would develop new innovations to improve our lives, or help build the next great American company.”

“... at times they are good and quiet company, the dead; they will not interrupt your musings, but when they speak, whether they be Jews or Turks or heathens, they will speak in a tongue all can understand. there are even countries where the moving, breathing people are less intelligible, dwell in a world further apart form you, than that silent population under the earth.”

“When I care about something, I care about something. I think I have an obligation as an American to - and as a citizen, as - as a human being, to help others. Smoking is going to kill a billion people this century. I've put six hundred million dollars from my own money into trying to stop the tobacco companies from getting kids to smoke and convincing adults that it's not in their health.”

“Entertainment companies always have to stay on the edge of trying to catch that certain thing that will grab people's attention. And that thing is always changing. Nintendo has been doing this for a long, long time. Originally, we weren't even a video game company, but we were still an entertainment company. So I can't say what that next thing is, but I can say, at Nintendo we're trying to create new ways to play.”