"Being the richest man in the cemetery doesn ’ t matter to me. Going to bed at night saying we ’ ve done something wonderful, that ’ s what matters to me." — Steve Jobs Photo: www.macrumors.com S teve and I ( Jay Elliot, Former Senior VP of Apple) spent a lot of time discussing the core of the company ’ s values. He kept emphasizing that they had to re fl ect the nature of a start-up company and of a company driven by innovation, entrepreneurship, and products that truly satis fi ed the user. He wanted the company to be based on values, and he wanted values that would remind everyone not to compromise the integrity of the product in the name of pro fi t. He wanted the company to be an innovator and a premier manufacturer of personal computers — but as the value leader, not the price leader. He also wanted the statement to be based on two further premises: Achieving our goals is important to us. We are equally concerned with the way we reach those goals.
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