Our goal is to make the best devices in the world, not to be the biggest.
“Remembering that I'll be dead soon is the most important tool I've ever encountered to help me make the big choices in life. Because 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.”
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Things don't have to change the world to be important.