- Do what you love.Jobs once said, "People with passion can change the world for the better." Asked about the advice he would offer would-be entrepreneurs, he said, "I'd get a job as a busboy or something until I figured out what I was really passionate about." That's how much it meant to him. Passion is everything.
- Put a dent in the universe.Jobs believed in the power of vision. He once asked then-Pepsi President, John Sculley, "Do you want to spend your life selling sugar water or do you want to change the world?" Don't lose sight of the big vision.
- Make connections. Jobs once said creativity is connecting things. He meant that people with a broad set of life experiences can often see things that others miss. He studied design and hospitality. Don't live in a bubble. Connect ideas from different fields.
- Say no to 1,000 things. Jobs was as proud of what Apple chose not to do as he was of what Apple did. What are you saying "no" to?
- Quality Does Not Stop At Your Product’s Faceplate. Jobs said “we didn’t build the Mac for anybody else. We built it for ourselves. We were the group of people who were going to judge whether it was great or not. We weren’t going to go out and do market research. We just wanted to build the best thing we could build.”
- Create insanely different experiences. Jobs also sought innovation in the customer-service experience. Everything about the experience you have when you walk into an Apple store is intended to enrich your life and to create an emotional connection between you and the Apple brand. What are you doing to enrich the lives of your customers?
- Master the message. You can have the greatest idea in the world, but if you can't communicate your ideas, it doesn't matter. Jobs was the world's greatest corporate storyteller.
- Sell dreams, not products.Jobs captured our imagination because he really understood his customer. Jobs taught us that if you help your customers reach their dreams, you'll win them over.
- It Ain’t About Life And Death. Steve said “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.”