The 100 Greatest Steve Jobs Quotes

35. 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.

Where: BusinessWeek, May 25, 1998

Making consumer friendly products was the backbone to Apple's success; but it's harder than it appears. In a recently discovered 1983 speech at the Center for Design Innovation, Jobs envisioned a "computer in a book" that the owner could learn to use in 20 minutes. A very simple concept on its face; however if his vision in fact was the iPad, then that vision took nearly 30 years to execute.

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