That blank sheet of paper stage is one of the hardest stages, and one of the reasons it’s hard is because at that stage there’s nobody counting on you but yourself. Today it’s easy because we’ve got millions of customers counting on us, and thousands of investors counting on us, and thousands of employees all counting on each other. In that beginning stage it’s really just you, and you can quit any time. Nobody is going to care, so you set about doing the simple things first.

It’s a funny contradiction because when we started playing instruments as kids, the thing we didn’t want to do was jam. We wanted to have an idea. We wanted structure. Jamming was like this way of sharing the spotlight, where everyone got their own solo, every individual got their own moment to shine. When we were growing up, that’s how we thought of it. Eventually we embraced this more freeform approach. I wouldn’t call it jamming, but maybe it’s more about exploring.

It’s like a kind of boiling kettle, you know: you don’t want to make your tea until the kettle’s boiled and it’s the same thing, you don’t want to make your movie until you’re boiling with something you need to say. And theater, for instance, has always given me the opportunity to wait for that moment. It’s the same with film actually — film has given me an opportunity to wait until I’m ready to do a play. One fuels the other. Even the decision to write and make 1917 , weirdly, came out of doing the Bond movies.

At first I’ll think of stuff in my head for a while. The more I think of an idea, the more promising it is— it just naturally occupies space in my brain. Then I start making notes with pen and paper. If it’s a story, it’s more like a moment, or just it’s kind of a more fleeting idea. And if it’s a novel, it’s something that I can see approaching in a lot of different ways, and sticking with for two or three years. I might write a scene or two and just kind of see how it feels. Then I will type an outline. That’s when I really feel like I have a path forward, even though I don’t feel like I have to stick to the outline, but it is very reassuring to me to have it.

I've participated in the hiring of maybe 5,000-plus people in my life. So I take it very seriously. You can't know enough in a one-hour interview. So, in the end, it's ultimately based on your gut.

I've always felt that death is the greatest invention of life. I'm sure that life evolved without death at first and found that without death, life didn't work very well because it didn't make room for the young. It didn't know how the world was fifty years ago. It didn't know how the world was twenty years ago. It saw it as it is today, without any preconceptions, and dreamed how it could be based on that. We're not satisfied based on the accomplishment of the last thirty years. We're dissatisfied because the current state didn't live up to their ideals. Without death there would be very little progress.

My job is to not be easy on people. My job is to make them better. My job is to pull things together from different parts of the company and clear the ways and get the resources for the key projects. And to take these great people we have and to push them and make them even better, coming up with more aggressive visions of how it could be.

We tend to focus much more. People think focus means saying yes to the thing you've got to focus on. But that's not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully.

No. We have a lot of customers, and we have a lot of research into our installed base. We also watch industry trends pretty carefully. But in the end, for something this complicated, it's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.

The things I'm most proud about at Apple is where the technical and the humanistic came together, as it did in publishing for example. The Macintosh basically revolutionized publishing and printing. The typographic artistry coupled with the technical understanding and excellence to implement that electronically--those two things came together and empowered people to use the computer without having to understand arcane computer commands. It was the combination of those two things that I'm the most proud of.