Steve Jobs talks about Core Values at D8 2010

KARA SWISHER: What do you imagine the next ten of your life will be about?

STEVE JOBS: Um. You know. This is probably a bad example, but I'm going to use it. When this whole thing with Gizmodo happened. I got a lot of advice from people that said, you gotta just let it slide. You can't, uh, you shouldn't go after a journalist because they bought stolen property, and they tried to extort you. You should let it slide. Apple's a big company now, you don't want the PR. You should let it slide.

And I thought deeply about this, and I ended up concluding that the worst thing that could possibly happen as we get big, and we get a little more influence in the world is if we change our core values and start letting it slide. I can't do that. I'd rather quit. You know, you go back five years ago, what would we have done if something like this happened. You go back ten years ago. Uh, what would you do if, uh, what would you do — no I won't go into that — we have the same values now as we had then. We're certainly a little more experienced, we're certainly more beat up, uh, but the core values are the same. And we come into work wanting to do the same thing today as we did five or ten years ago which is build the best products for people. You know there's nothing that makes my day more than getting an email from some random person in the universe who just bought an iPad over in the UK and tells me the story about how it's the coolest product they've ever brought home in their lives. That's what keeps me going. And it's what kept me going five years ago. It's what kept me going ten years ago when the doors were almost closed, and it's what'll keep me going five years from now, whatever happens.

[SuSu-yvrx]

The core value that the thing Steve does brings to him is always the same -- The fact that his product satisfied and improve customer's life. This served as a compass for his career.

[kenneth]

So heartbreaking that he didn't live to see the 'after ten years'.

[nishan_ghimire]

oh boy the first question was the most tragic question..Steve knew the answer...

[theone-ojhe]

Thanks Steve. The world was so lucky to had you.

[ugur]

"If it falls to your lot to be a street sweeper,
sweep streets like Michelangelo painted pictures, sweep streets like Beethoven composed music ... Sweep streets like Shakespeare wrote poetry. Sweep streets so well that all the host of heaven and earth will have to pause and say: Here lived a great street sweeper who swept his job well" -martin luther king

[ahmadchannel]

steve, your voice is s great inspiration to me as an entrepreneur not knowing in which direction should i go or what should i do to break through( but hey we are taking actions!) . this is really unbelievable. " you can look at the past (how things worked out) and connect the dots, but you can't look at the future and do so" -steve jobs

[shahilagh]

i m crying seeing this. they say he was not honest. this man is so honest obviously nobody is god. but look at this pause.

[deyu]

next 10 years... we'll all miss steve

[Rabolisk]

This was back in 2010. No one back then knew how serious his health was.

[plugprofitsite]

Steve Jobs is one of the greatest man out there. He is full of wisdom.

[qaisazhar]

Such a stupid question to ask him when everyone knows he was near to end of his life.

[moritzschroder]

what a dumb question to ask a sick man...

[diegoambrosio]

Respect, Mr. Jobs. Nevertheless, "best products" and "coolest product ever"... is that what kept you going?

[jjalldayyy]

He is rolling over in his grave with the Apple has become now.

[raaja.thalapathy]

Tim Cook must c this immediately before him making the next radical move, moving Apple from its core values 😭😭😭😭😭😭
Save #Apple from Tim Cook

[voltarios]

"You can't start letting [free speech] slide, " ... "I'd rather quit."
~The Dead Attempted Monopolist

[alexstewart]

whoever sacked steve jobs from apple was a fucking genius...

[shubhamsambhav]

He is one of the greatest to ever exist

[qaisazhar]

Every one knew how sick he was. Do some research.

[Atombender]

Ah core values. That wonderfully useless description of a company's "ideology". The sole core value of a company in a capitalistic state is to make money.