# 1 Customers
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.
# 2 Being a beginner again
I didn’t see it then, but it turned out that getting fired was the best thing that could have ever happened to me. The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life.
# 3 Innovations: “Stay hungry, stay foolish”
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.
# 4 If you don’t have a passion, you’ll give up
It’s hard to tell with these Internet startups if they’re really interested in building companies or if they’re just interested in the money. I can tell you, though: If they don’t really want to build a company, they won’t luck into it. That’s because it’s so hard that if you don’t have a passion, you’ll give up.
# 5 Discipline & Process
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.
#6 Only way to do great work is to love what you do
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.
# 7 Creativity
Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesize new things.
# 8 Mistakes
Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.
# 9 Focus and simplicity
That’s been one of my mantras – focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.
# 10 Design
Design is not just what it looks like and feels like. Design is how it works.